Univision Ready for Primetime, Which Leaves Broadcast Nets Silent

It sounds surprising when you first hear it, but it shouldn't be: based on double-digit ratings growth this year, some forecasters are predicting that leading Spanish-language network Univision could be the no. 1 TV network in as little as five years, per Adweek. (One executive, Horizon Media's Brad Adgate, actually goes so far as to say it may win Friday nights in the adults 18-49 demo this year. )

At this point, you're probably expecting me to quote figures about the growth of the Hispanic market ... OK, there's been 45 percent growth in the Hispanic market in the U.S. since the 2000 Census. Done!

But, frankly, the larger reason the network is currently fifth biggest -- surpassing the CW -- is media fragmentation, or, in its case, lack thereof. In some ways, Univision hearkens back to the good old days of television when three, or maybe four, broadcast networks ruled the airwaves. In terms of Spanish language networks, it has only a handful of competition, so while native English language networks provide some viewing competition, Univision is often dealing with a much smaller competitive set.

But, just as it can compare itself favorably to ABC, CBS, Fox and NBC, a funny thing happened on the way to ratings supremacy. According to the story in Adweek, none of broadcast's Big Four wanted to comment. Which would be funny -- if it weren't so sad. While the ad world has been predictably slow on the uptake in terms of recognizing the network's power, Univision can tell just the kind of simple story it likes. Many media execs would love to go back to the days when media buying was about shoveling hundreds of millions of dollars to a select few. Univision, at least in the Hispanic market, plays that role. The major Anglo networks are probably well aware that many advertisers haven't come to Univision yet, but that the pieces are in place for that to change.

Another reason Univision is ready for primetime is the CEO it hired three years ago -- Joe Uva, former CEO of media buying agency OMD. An industry insider who has the understanding, and the connections, to bring advertisers on board, he's probably at least some of the reason Univision saw 14 percent organic growth last year, with 55 new advertisers signing on, per Adweek. That money had to come from somewhere, and English language broadcast Anglo networks know precisely where.

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