Welcome to the Hispanic TV mirror universe: Telemundo completed its upfront sales for the 2012-13 season last Tuesday, according to evp of ad sales and integrated marketing Dan Lovinger, and categories flat or down in the general market—such as consumer packaged goods and movies—are up at the Spanish-language broadcaster. Telemundo saw CPM increases in the 7 percent range, with sister cable network Mun2 about a point below that.
"It was actually our biggest upfront ever at Telemundo, and at Mun2," said Lovinger. The exec said Telemundo pushed volume this year with a 20 percent increase at both networks, and the broadcaster is seeing strong growth in the expected categories: retail, auto, telecom, personal care and beverages.
Lovinger pointed out that increased interest in Hispanic consumers over the last 18 months led several advertisers to invest in Telemundo when they might otherwise not have done so. "In CPG in particular, the spend looks to mirror demography and the economy," he said. Now that Hispanic consumers are known to be nearly 17 percent of the U.S. population (and growing), it's become increasingly important to make sure market share mirrors observed demographics.
Telemundo is trying to increase viewer share against chief rival Univision as well, and with increased emphasis on sports, the company is gaining traction. This month will see the start of Telemundo's Olympics coverage, but Telemundo's most impressive ace in the hole in years to come is likely to be the Spanish-language rights to the World Cup. That deal, inked last October, starts in 2015, but advertisers getting in early are likely to have an easier negotiating process than those that come knocking a season before Telemundo's first tournament.
In the meantime, the broadcaster has plenty of novelas, and of course La Voz: Ninos. There's also a rumor that Spanish novelist Arturo Perez-Reverte could write a sequel to "La Reina Del Sur." Telemundo adapted "La Reina" into its most successful novela ever, and a sequel would undoubtedly give the network a boost.