TelevisaUnivision's Upfront Pitch To Advertisers: 'We Get Hispanics' | AdExchanger

"Kozack unexpectedly took over ad sales at TelevisaUnivision after former head Tim Natividad left in April, but he's in a good position to meet the challenge. Other than a brief four-month stint as CRO of Allen Media Group earlier this year, he spent the past two decades plus at TelevisaUnivision as its EVP of multimedia sales."

"TelevisaUnivision is in a unique position to attract Hispanic consumers, who make up a $4 trillion economic force shaping mainstream culture across the US, Kozack told AdExchanger. "Our tagline for the upfront is simple," said Kozack. "It's, 'We get Hispanics.'""

"In 2027, TelevisaUnivision will have exclusive streaming rights to Spanish-language broadcasts for the Super Bowl and the Gold Cup, a regional soccer tournament that includes countries from the Caribbean, North America and Central America. Internal data suggests that 50% of TelevisaUnivision's audience doesn't watch English-language sports broadcasts on other platforms, providing nearly unduplicated reach for advertisers."

"Then, there's streaming. TelevisaUnivision's streaming platform ViX is now the fastest-growing streaming service in the US regardless of language, according to Kozack. Included in that service is ViX MicrO, the company's short-form vertical video offering, which is already airing its own brand-sponsored microdramas (or, more appropriately, "micronovelas"). Culture is the third pillar of TelevisaUnivision's strategy and something that Kozack says often comes up in his conversations with chief investment officers."

John Kozack took over ad sales at TelevisaUnivision shortly before the annual upfronts presentation after Tim Natividad left. Kozack brings more than two decades of experience at TelevisaUnivision, including EVP of multimedia sales. The upfront message centers on attracting Hispanic consumers, described as a major economic force shaping mainstream culture in the US. The sports pillar includes exclusive streaming rights in 2027 for Spanish-language Super Bowl and Gold Cup broadcasts, with internal data suggesting half the audience does not watch English-language sports elsewhere. The streaming pillar emphasizes ViX as the fastest-growing US streaming service across languages, including ViX MicrO short-form micronovelas. The culture pillar targets deeper engagement through new televised music tentpole events.

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