News In a world with more options than ever before for news, Univision sought to better understand the unique value they provide to the Hispanic community, as well as to the advertising partners that run alongside their news content.
In partnership with Univision, we developed a study inviting thousands of viewers to Lumiere to watch and rate clips of ads stitched into news and non-news content. This approach allowed us to measure the impact of the news environment on ads and advertising partners.
We also conducted in-depth interviews with fans of Univision, to learn a little more about their viewing habits, preferences, and their perspectives on advertisers who partner with Univision. They allowed us to get a richer picture of why the network – and its news content – has the ad impact it does.
Univision remains the number 1 news choice for US Hispanic viewers.
96% of viewers agree news (even negative news) doesn’t negatively impact how they see adjacent ads.
55% of viewers feel brands are smart to associate themselves with news content.
Compared to English-language news….
Viewers are 28% more likely to feel favorably towards brands advertised on Univision News
AND
They are 16% more likely to want to watch or learn more about the brands advertised on Univision News
Want to get a better picture of your network’s brand halo? Or want to dive deeper into how audiences react to your content? Reach out to us!
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