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MANO-A-MANO POR LOS DOLARES GRANDES (Mano-A-Mano For Those Grand Dollars)
Published: May 21, 2010 at 10:59 AM GMT
Last Updated: July 19, 2010 at 10:59 AM GMT
Amid the competition among broadcast and cable channels for chunks of an estimated $10 billion-plus in Upfront spending, there's an equally fierce romp for another formidable pot of money underway. Just like the broadcast and cable nets, the big players in this episode made their best pitch to the ad community this past week at public Upfront events in New York.
We refer to some $1.5 billion in Upfront cash set aside for Spanish, bilingual and English-language networks targeting U.S. Latinos. As we prepare to find out from the 2010 Census whether the nation's Latino population is 50 million or more, en route to double that count within the next 20-30 years, Univision (together with sister nets Telefutura and Galavision) and Telemundo remain top rating thoroughbreds on this track, surrounded by an ever-wider assortment of competitors at their sides, just in Spanish-language TV alone from players old (Azteca America, Sorpresa, Discovery en Espanol, etc.) and new (Estrella TV, WAPA America, etc.) alike.
Exclusive Jack Myers Media Business Report Upfront Coverage by Ed Martin and Simon Applebaum is published exclusively for corporate subscribers. If you believe you are a subscriber and should be receiving the extended members-only version of this report, please contact Jack Myers at jack@mediadvisorygroup.com. For subscription information click here.
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Much of our time at the DPAA over the past year has been invested in meeting with agencies and brands to understand their needs, and also their perception and mindset about digital place-based media. Early on in this process, it became clear that the digital place-based media industry needs to more clearly define itself to these important constituencies. Our industry's tremendous revenue gains over the past couple of years notwithstanding, there is no question that our long-term growth hinges on clarifying what we are… and are not.
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