Azteca America hypes 2009-2010 upfront

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Azteca America, the fastest-growing Hispanic television network in the U.S., announced the launch of its 2009-2010 upfront season.


“Our upfront model is based on the strong success of last-year’s program, and the sessions tend to be more like brainstorming sessions, where creative ideas are exchanged, especially product placement innovation,” said Adrian Steckel, CEO of Azteca America.

Ratings growth for 2008-2009 was centered on Azteca America’s weekday primetime, where year-on-year program ratings for 18-49 and households grew 28% and 43%, respectively, for the first quarter of this year.

Within the primetime lineup, the 9-10pm and 10-11pm program blocks were especially hot. Year-on-year ratings for the first quarter grew 44% and 78%, respectively, weekdays at 9pm-10pm for 18-49 and households. For the weekday 10pm-11pm program slot, year-on-year ratings for the quarter grew 52% and 76%, respectively, for 18-49 and households.

The first quarter numbers were historic highs since Nielsen began tracking Azteca America network data in September of 2006. Looking at the primetime program averages for Q4 2006 through Q4 2008, the first quarter 2009 ratings were 49% and 45% higher for 18-49 and households, respectively. Comparing the 9pm-10pm program slot, the increase of the first quarter compared to the historic program average from Q4 2006 through Q4 2008, was in the triple digits for both 18-49 and households.

“We have a very strong story to tell as we hit the road to sit face to face with our clients and agencies,” said President of Network and Spot Sales Bob Turner. “We look forward to building on our 2008-2009 upfront, which was our best ever to date.”

Azteca America has launched on Tribune’s WSFL in Miami on channel 39.2, a full power signal covering the entire Miami DMA. The network anticipates signing similar deals with stations in New York, Chicago, Houston and Dallas before the end of Q3.

Last month, Azteca America Executive Vice President of Programming and Production Alberto Santini Lara was also named Director of Azteca 13 in Mexico, with direct responsibility for all Azteca Novela production, as well as all content for the flagship network.

This will ensure maximum alignment of in-house production in Mexico with U.S. markets. About 97% of Azteca America is in-house production either produced for both the United States and Mexico or specifically for the U.S. Hispanic market. TV Azteca is the second-largest producer of Spanish-language television on the globe, with a total of over 12,000 hours annually, of which 11% are novela production.

“With production responsibility at the second largest producer of Spanish-language content in the world, my primary mandate will be the creation of content that is fully relevant to audiences in the United States as well as in Mexico,” said Lara.