TelevisaUnivision’s New Ads Chief ‘Energized’ After Planning Upfront in Just Weeks

Last year, at the upfront, TelevisaUnivision announced microdramas. What’s the plan moving forward there?

We’re doubling down on our micro formats. They delivered over 1 billion views. It’s doing really well. Viewership’s up 48% quarter-over-quarter. So this is stuff we’re going to be talking about in the upfront, and stuff we’re talking about to our partners all day long.

Beyond the core priorities, what haven’t we talked about in terms of your offerings?

I’d be remiss if I didn’t mention our linear business. And I don’t know if when you’re talking to my counterparts, they’re talking a lot about their linear business, but I’m not going to shy away from that. We actually have growth in our ratings, quarter-over-quarter, year-over-year. Our dramas are still working in primetime. We’re still investing there.

This is your first time leading an upfront event, correct?

I’ll put it this way. This is my first stage presentation.

After all these years at the company, what are you excited to bring to this now that you’re on stage?

The business case of it, I’ll tell you that first. Our strategy is to make sure that every advertiser knows that it is not if you should be advertising here. That conversation is over. They know it. We’re going to show them how. And I think that’s important, because we will make it easy. We know this drives results.

The fun part of the stage presentation is that I thought one of the prerequisites was that you had to dance. But [Alyssa Bernstein, svp, corporate communications] tells me I don’t.

You’ve got to dance.

But there might be a little surprise at the beginning.

One of the best things was when former TelevisaUnivision ads leader Donna Speciale did surprise dances or stunts, so glad you’re bringing that back.

Exactly. But you probably won’t see me dance.

Hey, a few weeks, plenty of time to learn.

[Laughs] No doubt.

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