Super Bowl Spanish-Language Rights Claimed By TelevisaUnivision In U.S.; Company Tells Upfront Buyers Its Vix Streaming Service Has Passed 30 Million Users

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TelevisaUnivision has sealed a deal with CBS and the NFL to carry Spanish-language broadcasts of Super Bowl LVIII next February. The news was one of several announcements made Tuesday by the Hispan…

service launched in 2022 by TelevisaUnivision has now passed 30 million monthly active users, the company said. After initially coming to market with two tiers — one free and ad-supported and another pay tier branded Vix+ — the services combined into a streamlined, Vix-branded outlet earlier this year.is now in development. The show, about a dysfunctional family running a shoddy traveling circus, derives from a first-look deal with Eugenio Derbez.

Along with the Super Bowl, TelevisaUnivision will broadcast the 48th edition of the Copa America soccer tournament from June 14 to July 14. It will be just the second time the U.S. hosts the event. Along with sports and news programming, live events factor heavily into the company’s slate. This year’s Latin Grammys will air live from Seville, Spain in the first international telecast for the show.

Donna Speciale, President of U.S. Advertising Sales and Marketing at TelevisaUnivision, said the company has brought in more than 110 new advertisers over the past year. She said more than 150 clients are using the company’s Hispanic household data graph, which now covers nearly 100% of all U.S. Hispanic households.

Pierluigi Gazzolo, CEO of Vix, told advertisers that 80% of viewing on Vix is of content not available elsewhere. As media companies continue to fret about their streaming efforts suppressing linear tune-in, the exec noted that 63% of Vix users are considered incremental to linear, “which means greater cross-platform reach for all of you.”

 

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