The Rise of Univision

Ok, I’m going to confess that I haven’t seen a single episode of “La Reina del Sur.” I’ve been tempted, but too afraid that I’ll get hooked. But I’ve been amazed at the media coverage about its phenomenal success.

As reported by Fast Company:

Univision, the Spanish-language network, outperformed NBC in primetime last week, which makes twice in four weeks that it achieved the feat against the so-called “Big Four”–ABC, NBC, FOX, and CBS. Univision is also claiming that on half of the nights in Q1 of this year, it garnered more viewers in the choice 18-49 demographic than NBC, reports the Los Angeles Times. (NBC, for its part, owns Telemundo, a Univision Competitor.)

The article asks “How should smart advertisers and businesses respond?” and answers:

The first thing is to realize that no longer is the Hispanic market a “secondary” market to be considered [only] if there are any “leftover” marketing dollars. The Hispanic market is here to stay and smart companies are allocating a dedicated marketing budget to reach this consumer.

And while I normally disdain articles that “find” the Hispanic market, this one is well-written and worth the read.

Source:

• What the Rise of Univision Means for Your Brand | Fast Company