This is only the beginning. In 2026, there will be a lot more. We’re kicking off in 2025 just to work with it and test with clients. But 2026 is where you’ll see it get pushed out.
You obviously ended the presentation with a choir performance. Is there anything else you want marketers to take away from the presentation?
Knowing the importance of the Hispanic audience and knowing that the Hispanic audience is a business imperative and a huge growth opportunity. Ending with preaching to the choir, we’ve talked about it for the past four-plus years. I love the closing. I loved the signature preaching to the choir. I love the way it lent into the advertisers to lean in, understand it, and see that the revenue and the ROI that they have been seeing this whole time definitely leaned into the advertisers that have still been sitting on the sidelines.
You mentioned before that clients are excited about microdramas. Is there anything you’re allowed to share about early negotiations?
We’ve been talking to them about it over the past couple of months because we’ve been doing pre-upfront meetings and dinners, so we’ve been giving them a peek under the hood before the announcements just to understand it.
But a lot of our clients want to come in with us and try to figure out and learn what’s the best way to put the messaging within them, because they are one-minute, and we want to keep the experience true to its form. We are doing all the original production. We can create some of these microseries with some of their priorities and messaging of brands within the storyline to make it very authentic. But we could also start doing creations where they begin doing storytelling in one-minute episodic episodes as well, so it’s not just the microseries.
We still have some time before it really kicks off in July. But I would say Q4 is where we’ll see the clients lean in the most.
Will you be back next year in upfront week?
Of course, we’ll be back next year. It’s important for us to be on that stage. It’s important for us to keep beating the drum on the importance of Hispanic audiences. That is not going away. It’s actually an audience that’s growing year after year. We are now 20% of the population, but the next few years is going to be even more. We’re not going to stop. We’re not going to stop until we have every single advertiser that is advertising to an English language that is now going to be leading into Hispanic as well. So until that happens, we will be back on stage and we will be delighting and surprising and entertaining clients just like we did this week.
Is there anything you would do differently for next year?
What I would do differently is I would get a bigger venue. We had to kind of shut it down, and I had to get a lot of my internal team out so I could get the clients in, so every client did get in. But I’m thrilled to see the demand. We’ve obviously been doing a really good job with the industry and the capacity to get it bigger because it’s showing demand and interest. In my mind, it’s proof that it’s working.
