2024 Election, Vision, Data War

Ignacio “Nacho” Meyer, president of the U.S. tv networks group at Spanish-language media big TelevisaUnivision, informed a TV trade gathering in Madrid, Spain on Thursday in regards to the challenges and particularly the alternatives for the corporate and its media and leisure friends.

“Media companies are like huge cargo ships,” he mentioned throughout a keynote session on the Iberseries & Platino Industria convention and market, which focuses on Spanish- and Portuguese-language content material, in line with the English translation of his feedback in Spanish. “We have different assets that allow us to be agile.”

Meyer’s keynote kicked off the third day of the occasion, the so-called U.S. Day, centered on U.S. Hispanic content material. “Hispanic is mainstream. It is not a niche anymore,” he mentioned.

How does he take into consideration the long run? “We have a global vision,” the exec mentioned. “And for our company that is kind of new.” The launch of streaming service ViX, which absolutely launched greater than two years in the past and surpassed 50 million international month-to-month energetic customers (MAUs) within the second quarter, up from greater than 40 million MAUs as of the tip of September, has contributed to this. Meyer mentioned it’s all about sensible content material and different investments although, touting the significance of “live content and big events, such as sports and an election,” concluding: “Content must be good and have a clear goal.”

Arguing that the outdated adage that “content is king” is extra true now than ever earlier than, he mentioned additionally it is key to place content material on the right platforms it suits and is smart for. “We have a beautiful challenge ahead of us,” but additionally the sources to succeed, the TelevisaUnivision exec mentioned.

Mentioning the “structural challenges” of conventional TV within the streaming world, Meyer mentioned that one of many greatest challenges and objectives is “to reconnect with our universe,” including that viewers measurement continues to wish enchancment and is “a big pain in the neck.” He famous: “Measurement tools are not standardized,” including that, “these companies are not willing to give us more information.” Whole views per platform could be an awesome metric however tough to compile thus far. Higher understanding and focusing on audiences will assist higher serve viewers and in addition enhance revenue margins, he mentioned.

Large information and in-depth shopper insights are going to be a rising focus for sector gamers sooner or later. “It is pretty much a data war,” Meyer argued on Thursday. Promoting buying can be in a state of change, he highlighted, noting it’s turning into “more agile and 100 percent measurable.” The information conflict “is about to begin,” he prompt.

Meyer additionally talked about the massive U.S. presidential election arising in November and TelevisaUnivision’s function in connecting the candidates with Hispanic audiences. “We’re going to be lucky enough to have both presidential candidates speaking to candidates,” he mentioned. “They’re going to speak English, and they’re going to speak with the Hispanic audience, and they are going to be asking them in Spanish on the topics they care about.”

He concluded about TelevisaUnivision’s roles and duties: “We inform, we empower and we entertain, pretty much in that order.”

TelevisaUnivision administration beforehand predicted a “great” second half of 2024 for its promoting enterprise pushed by streaming development and the U.S. presidential election, which the agency forecasts will result in an organization report in political promoting income for the yr. Hispanic audiences which are anticipated to have a key influence on the end result of the election. An estimated 36.2 million Hispanics are eligible to vote this yr, up from 32.3 million in 2020, in line with the Pew Analysis Middle. Analysis additionally means that the rise in Hispanic voter turnout over 2020 will simply outperform the expansion amongst different voters and will rise by 25 p.c.

Meyer took over the function as U.S. networks head at TelevisaUnision from Luis Silberwasser, who left to turn out to be chairman and CEO of Warner Bros. Discovery Sports activities. He experiences on to TelevisaUnivision’s CEO, a job that Wade Davis just lately left to Daniel Alegre, the previous president and COO of Activision Blizzard and CEO of Yuga Labs, to concentrate on the brand new function of vice chairman.