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Dramatic changes in Spanish-language television have media buyers reevaluating these networks, but the bright outlook for ad spending at the upfront remains constant, writes Media Life.
Following last week’s upfront presentations given by Spanish-language networks Univision and Telemundo, many media buyers and forecasters predict that ad spending will increase about 10 percent over last year, to some $1.4 billion, with a big slice going to Univision, TeleFutura and cable outlet Galavision. The new advertisers are pushing spending increases above those for English-language TV.
With just under one half of the top 300 advertisers still not using Spanish-language TV, inventory on these networks is somewhat easier find than on other broadcasters, which holds down prices an average 20 percent to 30 percent lower than rates charged by English-language networks. Networks are looking to see incremental bumps in revenue by basing rates on the new Spanish-language ratings from Nielsen Media Research’s National People Meter instead of the Nielsen Hispanic Television Index, which separates these networks from English-language broadcasters.
“You now have the comparison of Univision to ABC, CBS, NBC and Fox, which has really opened the eyes of a lot of people,” said Rosa Serrano, senior vp and group account director of the multicultural division at Initiative. “When you compare this audience to the total market and see they can be No. 1 in adults 18-34 and have a lot of strength in 18-49s, it’s really impressive.”
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
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The research, which aggregated a year’s…
