TelevisaUnivision Upfront
- Advertising Upfront
- #1 Hispanic Media Network
- Luis Fonsi Performance
TelevisaUnivision's Upfront brought together more than 1,400 in-room attendees and over 1,000 online viewers (a record-setting turnout for the company) in a transformed Manhattan warehouse. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- Media
- Attendance
- 1,400+ live & 1,000+ online
- Location
- New York, NY
- Format
- Live & Virtual
Services
- Creative
- Production
- Strategy
- Content
- Experiential
The Home of Hispanic America
TelevisaUnivision came into Upfront week with two challenges: establish the company as a leader in innovation and growth in media, and bring the brand to life during a competitive Upfront in a year shadowed by recession concerns. The Hispanic demographic shapes American music, fashion, business, and culture, yet has historically been overlooked by advertisers, and the strategy was to make that influence impossible to ignore. To do it, we transformed a large Manhattan warehouse into a two-part venue: a presentation area anchored by a massive 140-foot LED screen, and an after-party space that flipped the daytime event into a dynamic nighttime Latinx club with giveaways, food and beverage, and live music.
A New Model of Partnership
A critical factor in the program's success was the unprecedented depth of Proscenium's involvement. Rather than being brought in post-conceptualization (as agencies typically are), we sat in the earliest brainstorming sessions with TelevisaUnivision executives, allowing a dynamic exchange of ideas about messaging, presentation strategy, and audience experience. This integration enabled a more nuanced development of content from the start, and ensured that every element of the show, from the executive presentations to the post-event reception, communicated the cultural significance of the Hispanic demographic in a deeply considered way.
Rather than being brought in post-conceptualization (as agencies typically are), we sat in the earliest brainstorming sessions with TelevisaUnivision executives, allowing a dynamic exchange of ideas about messaging, presentation strategy, and audience experience
A Celebration of Latino Business
Every element of the experience was infused with a message celebrating the TelevisaUnivision consumer's cultural contributions. Dynamic on-screen presentations showcased compelling statistics illustrating the demographic's growing influence, while the event itself spotlighted Latino-owned businesses, from florals by Flower Bodega to local salsa bands and dancers, creating an authentic, immersive evening.
The Main Stage
The presentation itself featured executive speeches, celebrity appearances, the announcement of the company's Super Bowl broadcast, a celebratory dance on stage from Victor Cruz, and a live performance by Luis Fonsi of his hit song "Despacito." These elements collectively reinforced TelevisaUnivision's strong brand presence and its ability to captivate audiences.
A Record-Breaking Upfront
The event drew over 1,400 attendees in the room and 1,000+ tuning in online, setting a new record for any TelevisaUnivision Upfront. Media coverage matched the moment: AdWeek called it the "Best Upfront in Nearly a Decade for Volume” and BusinessWire wrote that TelevisaUnivision had "reinforced its position as home of Hispanic America." On the company's 2023 Q3 earnings call, CEO Wade Davis specifically credited the Upfront's strategic messaging as helping shift ad-deal currency in the industry. TelevisaUnivision reached its Upfront ad sales goal for the year, a testament to the strategic planning, innovative presentation, and effective messaging that defined the event.