By Jessica Rodriguez
From research insights to fresh talent, Jessica Rodriguez, President and COO of Univision Networks and CMO of Univision Communications, explains the network’s strategy shift.
1.Research-Based Content Strategy: We have utilized Univision’s Research, Insights and Analytics division to help drive our new content approach. We have long known that our audience values collectivism, are progress-oriented and feel a strong sense of cultural pride while balancing traditional and new concepts. These insights helped shape our most recent slate of programming with “Amar A Muerte” and “Jesus,” and have led to an instantaneous uptick in our overall viewership in primetime.
2. Reinvigorated Primetime Lineup: Our recent additions have strengthened our weekday
primetime 7-11 p.m. lineup, joining “La Rosa de Guadalupe” and “Mi Marido Tiene Más Familia” to make Univision the No. 1 Spanish-language network across all key demos. Our weekday primetime lineup is averaging just over 1.5 million Total Viewers 2+ across all four hours, a sizable increase over the previous 2018 average, while our popular reality competition “Nuestra Belleza Latina” continues to power our strong weekend prime performance. We are very encouraged by this early success and are excited to continue this momentum in 2019 as we premiere new content that delivers on the themes most important to our audience.
3. Can’t Miss Live Events: We continue to be the home for the best in live event television. Whether it be the “Latin GRAMMY® Awards,” Mexican league soccer or our midterm election coverage, Univision delivers world class content to an audience that research has shown to over index in live television viewership. Live programming is a core part of our overall strategy and remains pivotal to the company as we evolve as a brand.
4. Expanding the Net: Along with our data-driven approach, we have re-imagined our development strategy. We have opened our doors to new talent, both in front and behind the camera, from all areas of the industry, which has helped bring a fresh perspective to our programming slate. The pilot season gave us access to content from around the world that we are excited to unveil to our audience in the coming months.
Source: Nielsen, NPM (10/29/2018-11/25/2018, Live+7 and 11/26/2018-12/09/2018, Live+SD) M-F 7pm-11pm.