By: Veronica Villafañe
Univision is reshaping the strategy for its radio and music divisions, combining all of its audio properties under one brand – the Uforia Audio Network.
The media company launched the Uforia music service and app in 2013, aiming at that time to become “Hispanic America’s home of audio entertainment, regardless of language or platform.” It has since worked hard to grow and engage its consumers through its digital platform and concert series.
According to Univision, the entire Uforia Audio network currently reaches 14.5 million listeners per week via linear radio and 2.2 million digital audio listeners per month.
The media company is capitalizing on an extensive portfolio that includes all of Univision’s 58 owned and operated local radio stations, 89 affiliates and digital audio platforms to create “the biggest Latin music media platform in the country.” As part of that vision, the new Uforia Audio Network branding includes the slogan “The Home of Latin Music.”
Expansion of the Uforia brand is part of Univision’s overall strategy to integrate its music platform to take advantage of the continued growth and success of Latin music.
“We love to love Latin Music and through our expanded Uforia brand will bring together the full breadth and power of our music-driven media and events portfolio under one roof to elevate and authentically super-serve Hispanic consumers’ insatiable appetite for music,” says Univision Radio President Jesús Lara. “We have transformed our traditional radio offering into a cross-platform content division that delivers the best-in-class music and audio experience for all Latinos.”
Music is a passion point for Hispanic audiences. According to the Nielsen Audio Today 2018 report, there are more than 42 million Hispanic radio listeners in the United States and these consumers tend to spend more money on music and live events – an average of $144 yearly on music versus $120 for the total population. They also over-index on social media usage at concerts and live events.
As part of the rebrand and relaunch of the combined audio network, Univision also launched a newly designed Uforia app and has plans to produce more music concerts and live events, leveraging its multiplatform audio portfolio, as well as its network and television properties via music specials, special artist profiles and entertainment programming including the annual New Year’s Eve music special and segments in local news.
The Uforia Music Series, which kicked off in 2017, last year hosted 10 large scale concerts in key Hispanic markets across the U.S. Plans for 2019 include events in Los Angeles, New York, Miami, Dallas, Houston, Chicago and San Jose. Confirmed stars for this year’s Uforia Music series include Ozuna, J Balvin, Bad Bunny, Banda MS, Karol G.
Despite all radio properties falling under the new Uforia Audio Network banner, local stations with strong, recognizable branding will also retain their name, on-air and offline promotions and identity. In Los Angeles, for example, KLove radio station talent will sign-off as KLove, a Uforia station.