Univision Opens Door for Ad Spending Rise

“With 2.2 million viewers tuning in to watch the first Spanish-language Democratic presidential forum on Sept. 9, Univision Communications is positioning itself for a sizable revenue increase as 2008 campaign spending steps up, observers say.

While direct response ads from phone-card supplier Americatel, Wal-Mart commercials and Univision programming promotions were the only spots that aired during the forum, the milestone event implies a “flexing of muscles as a Spanish media juggernaut,” said Adam J. Segal, Washington-based director of the Hispanic Voter Project at Johns Hopkins University. “It’s an effort that can directly lead to increased political spending. If a candidate comes on your network and they see the value, they’re going to be more likely to invest in Spanish TV advertising.”"

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