In our last blog we talked about the power of Univision’s exclusive reach, and today, we will focus on Univision’s unique connection with America’s growth engine, U.S. Hispanics. Together, our exclusive reach and unique connection can bring accelerated growth for your brand.
Language and Culture are Critical to Connecting
Univision understands that language and culture are critical to connecting with the Hispanic consumer. Hispanics value their heritage—with 81% saying they are proud to be Hispanic [1]. And when it comes to language, Spanish is here to stay— with 83% of Hispanic adults saying they speak the language [2], and 61% saying that It’s more important to them today than it was five years ago [3].
In order to authentically connect with this community, brands turn to Univision to effectively reach Hispanics. Not only is Univision the most trusted network in the U.S., [4] but Hispanics are spending more than 2x the time with us than with Facebook or NBC Universal [5]. Additionally, Hispanic viewers are watching us in real time, with 91% watching live [6] and 91% watching ads [7].
Why is that? One reason is because we provide more hours of original programming than the top English-language broadcast networks, and our content is in-language and in-culture for Hispanics.
Content to Inform, Empower and Entertain
At a time when our mission — to inform, empower and entertain Hispanic America — has never been more needed, our community has turned to us in unprecedented numbers.
At the start of the pandemic, Univision News doubled down on its commitment of being Siempre Contigo (Always with You), to address the needs of the Hispanic community. We added more hours of local and national news, including special health segments and even a dedicated daily show to provide answers on COVID-19.
Univision also launched the Unidos Por Los Nuestros (United for Each Other) campaign to offer details on how our community could access critical health and economic-related resources.
Our commitment to support Hispanic America, in sickness and in health, is the crucial foundation for the trust our community has in us– and by extension, the brands on our air.
This connection is not dependent on difficult times. Univision was experiencing remarkable audience growth well before anyone had heard of COVID-19. In fact, the Univision family of networks was the fastest growing (+12%) in all of U.S. television during the recently completed 2019-20 broadcast season [8].
Univision network finished the season the No. 5 most-watched network, regardless of language, of the 131 measured by Nielsen [9]. And, no surprise, we were the No. 1 Spanish-language network for the 28th consecutive year [10].
I’d say that’s a sign of a unique connection.
Looking at our various content genres, when it comes to news, Hispanics turn to us. In fact, our evening news program Noticiero Univision is the #1 news source for Hispanics, with more Hispanics than that of the English-language counterparts combined [11].
For primetime entertainment, our bold content strategy has proven to be a winning formula, resulting in a 13% audience growth during weeknight prime so far this year [12]. In sports, we continue to be the undisputed home of soccer…with 51% of all soccer viewing last year on Univision networks [13].
This success extends to our digital platforms, where we are experiencing all-time record levels of unique users and audience engagement, making us the #1 Spanish-language digital property [14].
Our unique connection with our audience is just one factor in Univision’s formula for your brand’s success. In our next post, you’ll learn how our Exclusive Reach + Unique Connection = Accelerated Growth for your business.
NEXT: ACCELERATED GROWTH
Source: 1) Civic Science Poll conducted online among Civic Science Network sites visitors in 4Q 2019. 2) 2019 Nielsen Universe Estimates by language Strata (Personal Language); (2) Projection: IHS Global Insight – 2019 Hispanic Market Monitor Forecast, 3) Source: Kantar Futures, 2019 – Base: A18+ 4) Burke Brand Equity 5) Nielsen, NPM-H 09/23/2019-12/29/2019, Mon-Sun 6am-6am, Live+7. Average number of monthly minutes viewed based on unduplicated reach across networks among Hispanic Adults 18+. Total time spent = the sum of all minutes across platforms; Radio: Nielsen Audio PPM/Nationwide Spring 2019, P18+ Average TSL, Mon-Sun 6am-12mid.; Digital: comScore, Media Metrix (Multi-Platform U.S. Hispanic A18+ audience) Oct-Dec 2019 average monthly minutes. Note that effective July 2018, YouTube data is no longer available due to Comscore/YouTube audience reporting requirements. 6) Nielsen, NPM (09/23/2019-04/26/2020) Mon-Sat 8pm-11pm/Sun 7pm-11pm, excludes sports, Adults 18-49, Live and Live+7 7) Nielsen, NPM (09/23/2019-04/26/2020) Mon-Sat 8pm-11pm/Sun 7pm-11pm, Adults 18-49, Live+3 vs. C3. Based on Univision Networks (UNI, UMA, GALA and TUDN) vs. (ABC, CBS, NBC, FOX and The CW) 8) Nielsen, NPM (09/23/2019-04/26/2020, Live+7 and 04/27/2020-05/10/2020, Live+SD) vs. (09/24/2018-04/28/2019, Live+7 and 04/29/2019-05/12/2019, Live+SD), Mon-Sat 8pm-11pm/Sun 7pm-11pm. Excludes Super Bowl Sunday (2/3/19, 2/2/20. Based on the top 10 media companies sum of impressions for the 2019/2020 std. 9) Nielsen, NPM (09/23/2019-04/26/2020, Live+7) and (04/27/2020-05/10/2020, Live+SD) Mon-Sat 8pm-11pm/Sun 7pm-11pm, ad-supported networks, excludes sports genre and sports networks, Adults 18-49. 10) Nielsen, NHPM (10/26/1992-12/25/2005, Live) and NPM (12/26/2005-04/26/2020, Live+7 and 04/27/2020-05/10/2020, Live+SD) Mon-Sat 8pm-11pm/Sun 7pm-11pm and Mon-Sun 7am-2am, Adults 18-49. 11) Nielsen, NPM (03/16/2020-03/29/2020 vs. 02/24/2020-03/15/2020) Adults 18-49, Live+SD. Exclusive Audience based on (03/16/2020-03/22/2020) 6+ minutes qualifier, ad-supported networks, news and news documentary. Evening Newscasts based on Mon-Fri 6:30pm-7:00pm. 12) Nielsen, NPM (09/23/2019-05/03/2020, Live+7 and 05/04/2020-05/20/2020, Live+SD) vs. (09/24/2018-05/22/2019, Live+7) Mon-Fri 8pm-11pm, Adults 18-49. 13) Nielsen, NPM, L+SD data, MSU 6a-6a, 9/23/19-5/10/20. 51% of soccer based on all A18-49 GRPs of all soccer type codes. 14) Comscore, Media Metrix (Multi-Platform U.S. Total Audience), September 2019 – March 2020 monthly average