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Univision Jumps Back Into Upfront Market

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Spanish-language broadcast network Univision is returning to upfront week after a one-year hiatus, planning to hold its presentation on Thursday, May 20.

David Lawenda, Univision’s ad sales president, said the decision to forego an upfront presentation last year and conduct regional meetings with advertisers “was the right approach…[but] this year, we’ve decided to reclaim our position among the English-language broadcasters during upfront week.”

Before 2009, Univision had been a regular upfront presenter, most recently at Lincoln Center in New York City. Lawenda said details regarding time and place were still being finalized and will be announced soon.

Additionally, Lawenda said Univision will meet with advertisers on a one-on-one basis prior to the upfront presentation, but no regional presentations will be held.

“The scatter market has been very healthy for us since third quarter,” said Lawenda. “And with the Census being conducted in 2010, [it’s] expected to show the growing power of the Hispanic audience.”

Added Lawenda: “We are very bullish about the TV marketplace and want to firmly plant ourselves again prominently during the official upfront week.”

One of Univision’s key selling points in the upfront market this year will be its three-year run of outrating all the broadcast networks among the 18-34 demographic on Friday nights.