By Luis de la Parra, SVP, Así Studios, TelevisaUnivision
Music is the heartbeat of young U.S. Hispanics — and TelevisaUnivision is where it plays the loudest. As the Home of Latin Music, we unite the artists, moments, and movements defining this generation. For brands, our stages have become powerful platforms to connect with an audience that’s not just watching, but shaping culture in real time.
Last month’s 22nd annual Premios Juventud, our youth awards show, proved just how powerful that connection is, especially as we celebrated Hispanic Heritage Month. The show – broadcast live from Panama City with brand activations and Uforia PJ en Privado from Miami, became a cultural flashpoint for young Hispanics, merging music and identity with record-breaking engagement.
Where Young Audiences Are Growing and Culture Meets Scale
The numbers behind Premios Juventud 2025 tell a clear story of growth and cultural resonance.
- #1 program on all TV during primetime with U.S. Hispanics
- 450 million total engagements across TV, social, digital and ViX, up 58% year-over-year
- +13% audience growth among Adults 18–34
Premios Juventud continues to expand its influence as one of the most relevant stages for young audiences—and a powerful platform for brands investing in culture.
Brand Spotlights
Our partners didn’t just buy spots; they became part of the story.
Coca-Cola | Celebrating Culture Sin Pena
Coca-Cola celebrated its eighth year with Premios Juventud through culture-first experiences across Miami and Panama — including Casa Creator, our dedicated space for Hispanic creators, and Uforia PJ en Privado, a private concert featuring Silvestre Dangond – that united U.S. Latino Gen Z in joy, pride, and belonging, culminating in custom in-show integrations that invited fans to celebrate their culture sin pena – proudly and authentically.
Walmart | Fashion Meets Cultura
Walmart teamed up with Premios Juventud to launch Nueva Vida, a new fashion line created with Latina lifestyle brand Hija de Tu Madre that reimagines Latin heritage through a modern lens, brought to life through a first-ever shoppable livestream and creator-led content across social and ViX that merged music, fashion, and cultura.
State Farm | Celebrating Life’s Firsts
State Farm returned to Premios Juventud to celebrate the “firsts” that shape us –from first crushes to first moves –through social-first, “man on the street” content reflecting Latin youth culture, featuring State Farm as the trusted good neighbor supporting every milestone and moment across the pre-show and main show.
Trolli | Embracing Chaotic Joy
Trolli returned to Premios Juventud for the second year, giving fans an unfiltered, behind-the-scenes look at authentic “eat me” moments – highlighting how both fans and creators unapologetically embrace their chaotic selves through Trolli’s bold, unique flavors and textures. This year’s campaign featured creator and animator Juan Cruz, who perfectly embodied Trolli’s playful spirit and showcased the brand’s newest candy, Trolli Brite Squad.
Shea Moisture | Hechas de Glow – Made of Glow
Show That Glow came to life for U.S. Hispanics through Hechas de Glow, a social-first content series featuring DJ Bembona’s journey from the Bronx back to Panamá for Premios Juventud. Along the way, she reconnected with the roots of her glow — the culture, the heritage, and the sounds that inspire who she is, de aquí y de allá.
Your Next Opportunity to Connect: Latin GRAMMYs®on November 13
The Latin GRAMMYs® — the biggest night in Latin music — gives brands another chance to show up where influence grows. Last year’s broadcast reached 52% more young U.S. Hispanics (18–34) than major English-language award shows combined, with 95% of those viewers exclusive to our platforms.
Young Hispanics aren’t just audiences — they’re culture-makers. By showing up on our stages, brands earn the chance to move with them, celebrate with them, and grow with them in real time. Where culture leads, brand growth follows.
Sources:
Nielsen Big Data Plus Panel, NPM (09/25/2025) Thu 8pm-11pm, ad-supported networks, Live+SD. Reach based on 1+ minutes qualifier. Social based on Talkwalker Social Content Ratings, 09/25/2025, linear episode-level total interactions.