David Lawenda, president of Advertising Sales, Univision Communications Inc.
David Lawenda of Univision: We represent a smart media investment
08 de mayo de 2012
We are optimistic and are entering the year from a position of incredible strength. We had a strong Upfront last year where we significantly outperformed the marketplace, regardless of language. This Upfront season, we are going out into the market making sure marketers, buyers and planners know Univision is a smart media investment:-Bigger: 73% share of Spanish language TV-Younger: by 15 years (36 vs. 51)-DVR proof: 94% live viewing vs 75%-Less clutter: 12 minutes vs. 15 minutes-More effective: Ads on Spanish-language TV far surpass those of the English-language networks in terms of recall and likeability, according to IAG. In media, numbers are the name of the game. In this game, Univision prime represents a key play that every marketer and agency will want to take advantage of this year. Active clients are looking to raise the bar and do more across all of our platforms, and inactive clients want our help on where to start and how to win with this consumer. We have activated 200 new brands to Univision in the last two years. There is a great appetite on behalf of advertisers to leverage premium content in the interactive and social space. As we continue to expand, our goal is to create Univision branded content experiences across all platforms.We are doubling down our efforts to meet the overwhelming demand from consumers and advertisers for premium digital content and well be offering much more long form video content across our platforms.