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TelevisaUnivision is taking to the upfront stage with a message that John Kozack, its president of U.S. advertising sales and marketing calls \u201cpowerful\u201d but \u201csimple\u201d: The slogan? \u201cWe get Hispanics.\u201d<\/p>\n
\u201cWe really understand this audience better than anybody,\u201d Kozack says, speaking with The Hollywood Reporter <\/em>ahead of the Spanish-language media giant\u2019s upfront presentation Tuesday.<\/p>\n More from The Hollywood Reporter<\/strong><\/p>\n \u201cThe dialogue has really shifted. It\u2019s no longer about if<\/em> you invest to try to reach the U.S. Hispanic consumer, but how<\/em>,\u201d he says. \u201cAnd in a fragmented world, you know, reaching an audience and moving an audience are two different things, and we\u2019re really positioned well for that.\u201d<\/p>\n At its presentation, the company will take an approach that is familiar to media buyers this year: A slew of sports and live events (including, yes, the NFL), with a hefty dose of music (as with Premios Juventud<\/em>) for good measure, and a solid lineup of entertainment to hold it together.<\/p>\n When it comes to Spanish-language sports, soccer remains king. And TelevisaUnivision has inked a slew of deals to keep up that cadence, including rights to CONMEBOL Libertadores and CONMEBOL Sudamericana, a renewal for CONCACAF\u2019s Gold Cup and Nations League, and an extension for Mexican National Team matches through 2034.<\/p>\n Notably, the company is also partnering with YouTube mega-star MrBeast on a creator event as part of the Gold Cup, which Kozack says \u201cwill bring a different audience\u201d to the game.<\/p>\n But TelevisaUnivision is also pushing into other sports through unique partnerships.<\/p>\n That includes the Super Bowl, which will will return to the company as it inks Spanish-language rights as part of a sub-licensing agreement with ESPN. And the Las Vegas Formula 1 Grand Prix will come to its platforms via a deal with Apple TV.<\/p>\n \u201c50 percent of our viewers don\u2019t watch English-language sports, so yes, you should be buying the NFL and all of those other great things, but if you come to us, we can increase your sports reach,\u201d Kozack argues.<\/p>\n In streaming, the company will add some bread and butter technical improvements to its ViX platform, including DVR functionality and alternative broadcast options, with plans to significantly increase the number of short-form vertical video shows that it has been releasing on the platform.<\/p>\n Kozack says that the vertical shows, which it calls ViX MicrOs, have garnered more than a billion views since their launch last July.<\/p>\n \u201cIt was built off the novella type format,\u201d he says. \u201cOur sales approach is, we\u2019re doing a lot of integrations with clients in these and we give them a seat at the table.\u201d<\/p>\n On the entertainment front, the company will have its slate of scripted and unscripted programming, including telenovelas like Coraz\u00f3n de Oro<\/em> and Tierra de Amor y Coraje<\/em>, as well as programming like an interview show fronted by the legendary TV host Don Francisco and unscripted franchises like \u00bfQui\u00e9n es la M\u00e1scara?<\/em> and Juego de Voces<\/em>.<\/p>\n And then there\u2019s the partnership with music mega-star Marc Anthony, which will encompass music, lifestyle programming and long-form content that touches on fashion, hospitality and all parts of the Spanish-language media ecosystem.<\/p>\n \u201cIt\u2019s not just developing a concert or a one off, we\u2019re going to develop original content, live performance formats,\u201d Kozack says. \u201cWe\u2019re going to take his IP, the TelevisaUnivision IP, we\u2019re going to merge them together, and that\u2019s going to be a bigger and immersive kind of stage for our partners to take advantage of. He\u2019s a global superstar, and he\u2019s also excited to work with us.\u201d<\/p>\n Best of The Hollywood Reporter<\/strong><\/p>\n Sign up for THR’s Newsletter<\/a>. For the latest news, follow us on Facebook<\/a>, Twitter<\/a>, and Instagram<\/a>.<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.yahoo.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" TelevisaUnivision is taking to the upfront stage with a message that John Kozack, its president of U.S. advertising sales and marketing calls \u201cpowerful\u201d but \u201csimple\u201d: The slogan? \u201cWe get Hispanics.\u201d \u201cWe really understand this audience better than anybody,\u201d Kozack says, speaking with The Hollywood Reporter ahead of the Spanish-language media giant\u2019s upfront presentation Tuesday. More […]<\/p>\n","protected":false},"author":2,"featured_media":2414130,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[472467,304804,472468,472315,31190],"class_list":["post-2414129","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music","tag-john-kozack","tag-nfl","tag-spanish-language-media","tag-televisaunivision","tag-the-hollywood-reporter"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/05\/TelevisaUnivision-Bets-on-Sports-Live-Events-and-Music-in-Upfront.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2414129","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2414129"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2414129\/revisions"}],"predecessor-version":[{"id":2414131,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2414129\/revisions\/2414131"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2414130"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2414129"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2414129"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2414129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}