Univision presented advertisers with several potentially significant announcements at its upfront presentation this morning — a possible sign of how important the next several months could be if the company takes itself public.
The company disclosed what it called an “unprecedented” and “exclusive” arrangement with Netflix to offer the first season of its series Narcos on the Univision broadcast network. Another Netflix series, the Spanish language Club de Cuervos, will air on UniMas.
Netflix and Univision also will co-produce a series El Chapo about the Mexican drug lord. It will air in the U.S. on UniMas in 2017 and then be available to Netflix subscribers. It will premiere on Netflix in other markets.
“Netflix knows that Hispanics are their growth consumers,” Chief Marketing Officer Jessica Rodriguez says.
More broadly, Advertising Sales & Marketing President Keith Turner urged advertisers to look across the company’s two broadcast networks, 11 cable nets, 126 TV and radio stations and multiple digital destinations that he says have a “unique bond” with Hispanic audiences.
To help make sense of the offerings, the company presented them as components of four categories: sports, comedy, music and drama. Advertisers will be offered an “expanded programmatic buying effort across both digital and linear platforms” in the groups, the company says.
AOL will manage the programmatic platform, which uses computers to auction ad inventory based on buyers’ and sellers’ criteria. This will enable buyers to “customize data-driven targeting and buying plans, making it easy for clients to execute ad buys and measure results,” Turner says.
As for the programming, Univision says that it is “seriously upping its game” in sports, which includes Univision Deportes. It hopes to solidify its hold on soccer fans with rights to Liga MX matches, 2016 Copa America Centenario, and the 2017 Gold Cup.
The “biggest announcement,” Univision Deportes President Juan Carlos Rodriguez says, is Sabado Futolero that will present six hours of soccer programming every Saturday.
The company says it will increase its investments in comedy following its acquisition of satiric web site The Onion, and assumption of ABC’s stake in Fusion. This fall The Onion will have an original show on the channel that targets young English-speaking Hispanics and that had been a joint venture.
Univision also plans to add two sitcoms to its Saturday line up: 40 y 20 (a 40 year old father and 20 year old son “live together like bachelors”) and Super X’s (two friends, one with intermittent superpowers).
Music efforts will focus on the Regional Mexican format. Programming will include a biopic of Mexican singer Jenni Rivera; a talent competition Cancion de Mujer; and a second season of La Banda, the singing competition from Simon Cowell and Ricky Martin.
And drama efforts will build on Univision’s telenovelas with new shows including Mujeres De Negro, Tres Veces Ana, and El Principe.