Univision Consolidates Radio & Music Businesses Under Uforia Audio Network Name
Univision has announced a restructuring of its radio and music properties to consolidate all under the Uforia Audio Network brand.
The company will utilize the move to expand the Uforia brand to television via music specials, special artist profiles and entertainment programming and increase its Uforia Music Series concert tours in markets where the company owns radio and television properties including Los Angeles, New York, Miami, Dallas, Houston, Chicago and San Jose.
The rebranding is to network all of Univision’s audio properties under the Uforia tagline of “The Home of Latin Music”. The stations will retain their current brandings while integrating more of the Uforia digital content and events into their programming.
Univision Communications Inc., the leading media company serving Hispanic America, today announced a major rebrand for Uforia, the nation’s number one Hispanic radio network and the biggest Latin music media platform in the country. This new strategic play brings together the company’s vast music and audio properties under the Uforia brand- The Home of Latin Music. With an extensive portfolio that includes all of Univision’s 58 top-rated, owned and operated local radio stations, plus 89 affiliates and its digital audio footprint, the network will now operate under the Uforia Audio Network banner. The Univision stations, while integrating Uforia Audio Network content and events into their line-ups, will retain their local branding including all on-air and offline promotions and identity.
“We love to love Latin Music and through our expanded Uforia brand will bring together the full breadth and power of our music-driven media and events portfolio under one roof to elevate and authentically super-serve Hispanic consumers’ insatiable appetite for music,” said Jesus Lara, President of Univision Radio. “Additionally, the brand helps us better communicate to advertisers, content creators and artists that we have transformed our traditional radio offering into a cross-platform content division that delivers the best-in-class music and audio experience for all Latinos. We are proud of Latin music’s rich history and the role Univision continues to play in amplifying this powerful cross-cultural force in America today.”
This robust expansion of the Uforia brand is part of the company’s overall strategy to integrate its music platform to take advantage of the continued growth and success of Latin music. Music is a passion point for Hispanic audiences and Latin music is integral to the community’s culture and identity— with more than 42 million Hispanic radio listeners in the United States, according to the Nielsen Audio Today 2018 report. Hispanic consumers also tend to spend more money on music and live events, spending an average of $144 yearly on music versus $120 for the total population, and they also over-index on social media usage at concerts and live events.
Uforia Audio Network
Univision’s 58 radio stations and its 89 affiliates, now part of the Uforia Audio Network, are among the most listened to stations in their respective markets, consistently ranking as the #1 or #2 station regardless of language in key markets across the country. The Uforia Audio network reaches 14.5M listeners per week via linear radio and 2.2 M digital audio listeners per month.
In addition to its broad portfolio of stations, Uforia boasts an influential network of widely distributed and popular radio shows and personalities that includes DJs and on-air talent / influencers from coast to coast, including El Bueno, La Mala y el Feo (the most widely distributed and popular Latin radio show in the country), El Show de Raul Brindis, El Desayuno con Javier Romero, La Gozadera con Los Pichy Boys in Miami, La Gozadera de NY con Brea Frank and Shino Aguakate, and Omar y Argelia in Los Angeles among many others.
Uforia Music Series – The Largest Latino Concert Footprint
The Uforia Music Series has been making waves since its 2017 launch and today has grown to be the most influential live Latin music series in the country. In 2018, Uforia hosted 10 large scale concerts in key Hispanic markets across the U.S., including – the first all-female show, Los Que Mandan that wowed a passionate Forum crowd in Los Angeles last November. The thrilling Uforia Music series will continue to grow in 2019 as Univision plans to produce even more live events, leveraging the company’s multiplatform audio portfolio that brings together some of today’s biggest Latin entertainers.
The 2019 Uforia Music Series will include pop, rhythmic and Regional Mexican events in Los Angeles, New York, Miami, Dallas, Houston, Chicago and San Jose. Confirmed stars for the 2019 series include J Balvin, Banda MS, Karol G, and developing artists such as Rauw Alejandro and Alex Fernandez, among many others soon to be announced.
Uforia Brand Extended on Local and Network TV Programming
The Uforia relaunch will also see the brand extended to network and local TV programming via music specials, special artist profiles and entertainment programming including the annual New Year’s Eve music special and segments in local news including Edición Digital, and more. Additionally, data and insights from the Uforia Audio Network will be used by Univision’s Entertainment and Music team to inform and guide the Premio Lo Nuestro and Premios Juventud award nominations processes and creative development respectively, aligning the TV network’s music tentpoles and local Uforia consumer touch points.