Telemundo Heads Into Upfront With Some of the 'Largest Investments in Spanish-Language History' for World Cup

Telemundo is hitting its goals as it heads into the upfront. The NBCUniversal-owned Spanish-language network is ready to showcase its wares to advertisers at upfront week, with talent such as Andrés Cantor and Kate del Castillo talking Telemundo at NBCU's upfront presentation on May 11 and a lineup of surprise guests coming to the Telemundo client presentation at the Rockefeller Plaza Rainbow Room on May 12. The May 12 client event, anchored around themes of "Connect, Elevate, Celebrate," includes a Peacock preview of the World Cup viewing experience, interactive activations like World Cup jersey customization, and creator-led moments, such as NYC-based artist Devon Rodriguez doing live portraits onsite. It all plays into Telemundo's priorities this upfront season, which, above all, include delivering "the best World Cup experience that has ever existed," according to Mónica Gil, chief administrative and marketing officer at NBCUniversal Telemundo Enterprises. Telemundo announced in December that it was 90% sold out for this year's Spanish-language broadcast of the World Cup, which includes more than 700 hours of programming, a live presence at all 104 matches, dedicated daily shows, and an extensive digital footprint. However, despite the World Cup kicking off in June, there are still opportunities for advertisers to get into the games, according to Gil. "We now have some of the largest investments in Spanish-language history as a result of the World Cup," Gil said. "We are always looking for opportunities, and we will find ways to bring brands in, whether it be through the tournament itself, through our ancillary programming, and a lot of our opportunities on digital, as well." Likewise, Mark Marshall, chairman, global advertising and partnerships, NBCUniversal, told ADWEEK that Telemundo is giving NBCU a "true competitive advantage" with the World Cup. "This is not just the biggest live event in the world. It is a once-in-a-generation moment happening here at home, delivering unparalleled energy, access, and impact at massive scale for fans and for brands," Marshall said. Regarding this year's upfront messaging, Gil said Telemundo is focused on four themes: presenting the Hispanic market opportunity, emphasizing the power of fandoms through Telemundo, showcasing the importance of live programming, and educating marketers on the company's multiplatform approach. Hispanic audience and the power of fandom As a point of emphasis this year, Telemundo wants to showcase that the U.S. Latino audience, which is more than 66 million people, is a primary growth driver across media, sports, and consumption, Gil said. Like in years past, the company will note its reach among 200%ers, which it defines as consumers who are 100% American and 100% Hispanic. This audience is also much younger than the non-Hispanic population, according to Gil. "The median age for Latinos is 31, compared to 41 for the non-Hispanic population, so if you think about that age gap, our audience tends to be younger," Gil said. "That means they're in an acquisition mode for an array of products and services." The company, which notes that it's the No. 1 Spanish-language network in prime and daytime, will look to continue reaching this audience through a major push around fandom. Ahead of the World Cup, Telemundo already released its new campaign “Y Tú, ¿Con Quién Lo Vas a Ver?” (“Who Will You Watch It With?”), showcasing the World Cup as a communal viewing experience. Gil said the company is also leaning into its successful franchises, tapping into more music, and focusing on more live programming. Among the highlights, Telemundo has already announced music competition show Operación Triunfo, making its Telemundo debut this summer. At the same time, viewers will also get more of one of its most successful franchises, with El Señor de los Cielos in production for Season 10; coverage around the midterm elections; a Telemundo-produced Christmas movie; and more sports properties, according to Gil. Rafael Amaya as Aurelio in El Señor de los Cielos. Live programming and scale From the World Cup to news specials, live will remain an essential part of Telemundo programming. "When you come to the end of 2026-2027, we are really leaning into new, innovative IP, and live programming will be a central part of our strategy," Gil said. According to the executive, 70% of Telemundo programming will be live, allowing advertisers to key in on cultural moments. The company will also push the diversity of its content and scale, with Telemundo delivering 4,700+ hours of live content across sports, news, entertainment, and specials. "We know that Hispanics overindex and live. It's no surprise. Live creates those in-person moments in real time. It generates that talkability and that shareability that clients are actively seeking," Gil said. "Live also connects and serves as the bridge between ages, between regions. This is what really sets Telemundo apart, and I'm very excited about it in a landscape that is very fragmented." To reach the audience where they "work, live, and play," Gil said the company will also continue to expand its multiplatform approach. For the World Cup, that means having matches available across its broadcast and digital ecosystems, with every match streaming live on Peacock and the Telemundo app. But the company is also looking to scale its approach elsewhere, and viewers can expect to see Telemundo expand across new media, such as microdramas, as the year goes on. "Telemundo does not just react to change. We are driving the change," Gil said. "We are building fandoms. We are truly the home of live, and at the end of the day, we are shaping culture and delivering results." CTV is crowded—want to learn how brand fundamentals cut through the noise? Enroll in The ADWEEK MiniMBA in Marketing and build a strategy designed to last. Sign up here.

TV Upfronts

Telemundo Heads Into Upfront With Some of the 'Largest Investments in Spanish-Language History' for World Cup

Telemundo is continuing to find World Cup opportunities for advertisers ahead of upfront week

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