Univision and Telemundo are expected to rake in a combined $912 million in upfront advertising sales when all is said and done. CPMs for the Hispanic-skewing networks are up about 8% and 7%, respectively.
Marketers are courting Hispanic consumers by carefully considering their products and the groups they target. Instead of focusing on Hispanics en-masse, marketers are targeting consumers who identify themselves as Hispanic.
In what is being heralded as the most lucrative contract in the history of cable television, Fox and FX have signed "The Shield" creator/executive producer Shawn Ryan to a two-year, $200,000 per episode deal.
The seven largest cable operators, dubbed the "magnificent seven," pledged to regain consumers who have switched to satellite. The seven believe that pumping $70 billion into upgrading systems and aggressive marketing tactics will boost their comeback.
A political battle has erupted over Univision's bid to acquire the Hispanic Broadcasting Corp., with opponents arguing that the deal would create the non-Hispanic-owned equivalent of conservative Fox News Channel for Hispanic TV viewers. The merger would further solidify Univision's hold on the Hispanic market and its dominance over rival Telemundo, which recently lost a big chunk of its audience share.
An upcoming General Motors ad slated to air on Univision and Telemundo features the company's North American president speaking Spanish. The monthlong campaign is part of the company's effort to increase its Hispanic market share.