Univision’s Bill Clinton–led pitch to advertisers shows why TV isn’t more diverse

Univision's upfront presentation -- given to ad buyers to convince them to purchase commercial space on the Spanish-language network -- featured Bill Clinton. The former President didn't say anything all that unusual or off-book. Why was he speaking at a presentation for advertisers? The answer is that Univision wanted the promise of Clinton's appearance to get those advertisers in the door (who better than an ex-president to do that?), and then it wanted Clinton to be its ultimate pitchman. Unlike other broadcast TV networks, Univision doesn't have to convince advertisers to purchase ad time alongside its new programs. No, it has to convince them to purchase ad time on the network, period. And that's kind of messed up. Because according to some metrics -- particularly the ones advertisers care about — and on some nights, Univision is the number-one network in America. So why is it having such a tough time bringing in ad dollars? And what do its struggles say about the future of diversity on TV?

While there are a host of reasons for TV's struggle to diversify, advertising is one of the major ones. Programmers believe that tastemakers in desirable demographics want to watch shows about people who are just like them -- which is why there have been so many shows about young, single, white people who don't seem to worry much about money. The networks will take a ding from the press about diversity if they can attract viewers who look just like the characters onscreen (and will hopefully buy the products advertised). Maybe that's why Univision brought in Clinton give ad buyers the hard sell. If he couldn't rouse their social consciences, however, the network also wanted to point out success stories from companies that specifically targeted Latino audiences. JCPenney, for example, saw success via targeting Latina women, Univision said, before citing other companies like Nissan and Papa John's, which boasted significant growth among Latinos in particular.