TelevisaUnivision Plans ‘Casa Cultura’ Immersive Experience for TV Upfront

TelevisaUnivision has more to offer than just the usual advertising jargon and programming notes for its 2024 upfront showcase.

The Spanish-language media giant plans to open what it calls “Casa Cultura” on May 14 at New York’s HK Hall, where it will invite advertisers, media buyers and other attendees to an experiential presentation that will showcase Latino culture in the United States. In the morning. the company will launch the event with an exhibition led by Donna Speciale, president of U.S. advertising sales and marketing, and will close with a concert powered by Uforia, the company’s music platform. Performers will be named at a later date.

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“The opportunities to reach U.S. Hispanics continue to grow, and we are steadfast in our commitment to leading the charge and the change to ensure marketers meet this moment and embrace the power of Latinos,” Speciale said in a statement.

The company hopes to increase the momentum it demonstrated in last year’s market. Where most media companies and media buyers saw the overall volume of ad commitments decline owing to a tough economy and a Hollywood work stoppage, the Spanish broadcaster saw gains and even rate hikes. Under Speciale, TelevisaUnivision has worked to broaden its advertising base and lure new categories to Spanish-language media.

Last week, TelevisaUnivision said its overall advertising revenue in 2023 increased 6%., with an 18% increase in Mexico overcoming a 1% decline in the United States. Ad revenue in the fourth quarter rose 1%, the company said, owing to 10% growth in Mexico outweighing a 5% dip in the United States.

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