For Univision, a matter of influence

Univision remains the No. 1 network among Hispanics by far and the No. 5 broadcast network overall, but ratings are down sharply this season, for the first time in years.

In its upfront presentation to media buyers, Univision plans to emphasize influence over ratings, pushing its broad platform including cable and digital and its radio stations. The message: If you want to connect with Hispanics, we should be your first stop.

Among 18-34s, the sweet spot for Spanish-language programming with a huge US population of Hispanic Millennials, Univision is off 23 percent from last season, to a 1.0. But the network points out that it ranks ahead of at least one of the Big Four most nights in primetime in that demo.

Its pitch to media buyers emphasizes the breadth of its influence across platforms. Univision’s other broadcast network, UniMás, which rebranded in 2013 to target Millennials, was up 25 percent in 2014 among 18-49s compared to first quarter of the previous year. Univision Deportes Network was the fastest-growing cable network in terms of distribution in first quarter, and this summer’s World Cup will undoubtedly lift ratings. And its online and radio properties both have high engagement among Hispanics.