Campaign Imminent: TelevisaUnivision taps new AOR after top marketing hire (Score 75)

Sales Lead: Just months after a major DM shift, TelevisaUnivision has named R&CPMK as its exclusive brand integration placement shop with a one-year contract.

• The agency's proprietary "UpstreamPOP" brand integration service will match talent, brands, and programming.
• R&CPMK officially now handles brand integration and product placement.
• I predicted agency reviews would follow the recent appointment of US consumer and corporate marketing EVP Jennifer Rogers.
• The company will likely:
  • Launch a new campaign soon
  • Implement strategy shifts
  • Return to higher spend
  • Seek additional new agency partners
• Target demographic: 
  • Hispanic Gen-Z and millennials with a male skew

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: TelevisaUnivision has spent roughly $253.3k on digital ads YTD, a mere fraction of the roughly $2.7m spent by this point last year.
  • YTD data: So far this year, the company has earned around 29m digital impressions via YouTube (39%), Facebook (32%), Instagram (24%), desktop display (3%), and mobile display (2%) ads.
  • Last year: In 2022, TelevisaUnivision spent approximately $3.5m on digital ads, 35% more than the approximately $2.6m spent in 2021.
• Additional channel insights  
  • The company utilizes OOH, print, digital, radio, sponsorships, local broadcast, experiential, Google Ads, Facebook, Twitter, and online video (primarily via Youtube.com) ads.
  • TelevisaUnivision sponsors podcasts such as Pivot.
  • The company also invests in short-form DRTV.
    • It has very highly concentrated network TV coverage, and will probably not launch a new campaign soon.

Additional agency insights:

• Opportunity: Additional agency reviews could easily follow this one, so get in touch soon to offer PR, media, digital analytics, creative, social media management, experiential, multicultural, and/or influencer services.
• Current agency roster:
  • R&CPMK: Integration AOR (May 2023)
  • In-House: Media
  • Ready Set Rocket: Creative, digital, and multicultural agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.