Telemundo Touts Multiplatform Gains, Pandemic Pivots as Upfront Event Is Postponed

Company notes the growing power of the Hispanic consumer

The logo for Concierto en Casa next to a photo of Mónica Gil
Telemundo CMO and evp Mónica Gil briefed marketers on the new content created as a result of the pandemic. Telemundo
Headshot of Jason Lynch

Like most upfronts week presenters, Telemundo’s typical Monday evening celebration has been postponed due to Covid-19. Instead, the company created a video for media players and planners, previewing next season’s lineup and updating them on the company’s efforts during the pandemic, ahead of this year’s upfront talks.

“While the pandemic came unexpectedly and has presented many challenges, Latinos are extremely resilient, continuing to be an influential demographic shaping the future of the American economy,” said Mónica Gil, CMO and evp, NBCUniversal Telemundo Enterprises, in a statement. “Today’s Hispanics are voracious omnichannel consumers who engage across all platforms and want dynamic content that reflects their youth, values and unique cultural experiences.”

Reaching that audience is more important than ever for marketers, given that weekly time spent with media among U.S. Hispanic adults has increased six hours year over year, putting them on track to represent more than 40% of total future video usage.

Telemundo usually holds an event on Monday evening of upfronts week, following parent company NBCUniversal’s larger presentation that morning. With all in-person events canceled this year due to Covid-19, NBCUniversal held a presentation to media buyers and planners Monday morning titled One Industry Update, which it stressed was not an upfront presentation, and talked about its plans to transform the industry during the pandemic.

In a Telemundo video released Tuesday morning—and filmed at Telemundo Center in Miami—Gil said the network’s traditional upfront celebration has been “postponed until later in the year due to the coronavirus.”

She noted that during the pandemic, Telemundo has found “creative ways that allowed us to offer the highest quality of programming to our viewers without disruption.” That included airing Concierto en Casa (Concert at Home)—which Gil said was the first virtual TV music concert in any language–and new daytime show En Casa con Telemundo (At Home With Telemundo).

Telemundo is now broadcasting a late-night newscast dedicated to covering Covid-19, and now features more than 12 hours of live news coverage and entertainment news per weekday.

During the last year, Telemundo has transformed into “an omnichannel network,” said Ronald Day, evp entertainment, Telemundo Networks.

Streaming on the Telemundo app has more than tripled this year. The company has contributed more than 3,000 hours of content to NBCUniversal’s new Peacock streaming service, and it has also created three shows for Quibi.

Telemundo’s returning shows for the upcoming season include its sports and survival reality competition Exatlón Estados Unidos and dramas Enemigo íntimo and Falsa Identidad.

While Season 2 of drama Enemigo íntimo has already been filmed, Season 2 of Falsa Identitad has been paused during the pandemic.

Meanwhile, new shows include Café, con Aroma de Mujer, a modern adaptation of “one of the most successful novelas ever created,” said Day of the original, which came out 26 years ago. There’s also a new reality competition series, El Domo del Dinero.

A more detailed programming presentation will be coming “later in the year,” said Day.

The network will also be airing the Tokyo Olympics, which have been postponed to next year, as part of NBC Sports’ coverage.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.