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SMI: Hispanic TV revenue flat for 2017-18

November 7, 2018

Standard Media Index (SMI), a source of ad pricing and revenue data, has unveiled data for Hispanic Television during the 2017-18 Broadcast Season.

Data from SMI’s new and improved AccuTV indicates ad revenue from Hispanic Television Networks remained flat at $2.1 Billion during the full 2017-18 Broadcast Season. When equivalising for the World Cup, however, ad revenue falls -5 per cent.

“Results this season show the substantial impact that special events, like the World Cup and The Olympics, have in maintaining share for National TV,” said SMI CEO James Fennessy. “The World Cup managed to help Hispanic TV keep volumes at 2017 levels. When we back this out we see a fairly substantial fall in revenues for the just completed Broadcast Year.”

Telemundo saw significant upside this Broadcast Season largely due to the World Cup. The tournament brought in $122 Million for the Network, bringing the overall revenue to $647 Million, which amounts to 16 per cent YoY growth. Telemundo also scored the rights to the 2018 and 2022 World Cup by outbidding Univision, which aired the games in 2014.

Univision, on the other hand, saw a -9 per cent drop in ad revenue this season.  The embattled network has faced a tough year that included a carrier dispute with Dish Network and discarding plans for an IPO. Still, Univision is the largest Hispanic TV Network by volume. It brought in $975 Million this year.

Univision decreased in market share from 49 per cent in 2016-17 to 45 per cent in 2017-18 season.  Telemundo gained market share from 26 per cent last season to 30 per cent this season.

Primetime demanded the highest commercial prices at an average of $3,753. Overall, Univision, Telemundo, and UniMas charged the most of the Hispanic networks. The most expensive programme this year was Copa Mundial de la FIFA: Homenaje al Campeón on Telemundo, which cost $197K for a 30-second spot. That’s followed by Univision’s Premio Lo Nuestro 2018 at $133K and Premios Juventud 2018 at $113K.

Among the Top 30 advertiser subcategories, there were some significant swings in spend this season.  The top 30 subcategories make up 88 per cent of the spend on the Hispanic Networks.  Hospitals & Medical Centers increased spend the most, by 71 per cent.  Meanwhile, Department Stores decreased spend the most, by -57 per cent.


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