CANNES – As brands seek more meaningful ways to engage with diverse audiences, TelevisaUnivision’s new U.S. advertising chief Tim Natividad says there is significant untapped potential in the Hispanic media market, and the tools to reach it have never been more robust.
Natividad, who recently joined TelevisaUnivision as president of U.S. advertising sales and marketing, spoke at the Cannes Lions International Festival of Creativity about the company’s opportunity to bridge a longstanding education gap between marketers and Hispanic audiences.
“I don’t necessarily look at this new assignment as an ad sales job, even though obviously there’s a revenue responsibility,” Natividad said to Mike Shields, founder of Next in Media. “The job and the opportunity here is to create a market for a demographic that historically maybe hasn’t had enough mind share with the same TV buyers, the same CMOs that I’ve been talking to for the last 20 years.”
Natividad’s move to TelevisaUnivision follows years at TikTok, where he led advertising during the platform’s hyper-growth phase. He draws a direct connection between educating brands about TikTok’s potential and the opportunity he now sees in Hispanic media.
“When we were first here at the Croisette at TikTok, no one really understood what TikTok as a medium was,” he said. “I look at TelevisaUnivision and realize there’s an education gap with the content as well.”
360-degree platform to reach Hispanic audiences
TelevisaUnivision holds a unique position as the leading Spanish-language media company across North America. Natividad said its scale and diversity of platforms — from television to streaming, audio and live events — provide brands with a comprehensive solution to reach Hispanic consumers.
“We kind of represent a holistic 360 media solution for anyone who is looking to tap into the U.S. Hispanic market,” he said.
Hispanic audiences now represent 20 percent of the U.S. population, with cultural influence that extends well beyond Spanish-language media, he said. Natividad pointed to examples like Bad Bunny’s global success as evidence of the community’s growing role in shaping mainstream culture.
“Brands want to drive culture, and the best way to do that is through compelling storytelling,” Natividad said. “If Bad Bunny is driving culture, why don’t we take a look at the role that we can play in driving live music events?”
TelevisaUnivision recently announced YahFest, a multi-city live music festival launching in 2026 to connect brands more directly to cultural moments.
Modern media requires modern tools
Natividad acknowledged the media landscape is increasingly fragmented, especially among younger, digitally native consumers. But he sees this as an opportunity for TelevisaUnivision to innovate with new formats, creators, and short-form content.
The company is investing in micro-dramas, or “micronovelas,” aimed at Gen Z audiences. The concept, which has exploded in popularity across Asia, offers bite-sized drama series tailored for mobile consumption.
“I think there’s an opportunity to do the same with the Spanish-language U.S. Hispanic market as well,” he said.
Natividad also highlighted the company’s ASI Studios, which develops creator-led content and brand integrations across platforms like live shows and social video.
Creators, authenticity and evolving storytelling
Natividad believes that appealing to Gen Z requires brands to prioritize authenticity, purpose and culturally resonant storytelling.
“Gen Z is a lot smarter than previous generations,” he said. “They’ll vote with their dollars, which means as a brand, you have to stand for something. You have to drive authentic purpose, and that message has to be real.”
He cited recent collaborations with T-Mobile, where creators were integrated into TelevisaUnivision’s live awards show, Premios Lo Nuestro, as an example of modern brand storytelling that connects with younger viewers.
Streaming, telenovelas and long-form storytelling
While short-form and creator-driven content are on the rise, Natividad argued that there is still strong demand for premium, long-form storytelling among Hispanic audiences.
“A lot of brands will look at TelevisaUnivision and think soccer,” he said. “Now when you peel back beneath the surface, there are premium long-form telenovelas that to this demographic actually represent content as premium as ‘The Last of Us,’ to pull a different example from the American market.”
Through its VIX streaming platform and partnerships with influencers and podcasters, TelevisaUnivision is working to diversify its content offerings and meet audiences where they are.
Unique moment for the industry
Reflecting on his career across digital and traditional media, Natividad sees a rare moment of convergence and cross-pollination happening in the industry.
“There’s a really fascinating cross-pollination of both traditional entertainment talent and professionals and digital-first buyers, digital-first sellers,” he said. “It’s a unique time for the industry overall.”
Sports, music and culture lead the conversation
In his early conversations with marketers, Natividad said two themes keep coming up: music and sports. He pointed to TelevisaUnivision’s Gold Cup soccer coverage, which launched a week earlier, with revenue already up 54 percent year over year.
But beyond soccer, Natividad sees an opportunity to broaden the conversation and educate brands on the full breadth of TelevisaUnivision’s content, from telenovelas to live music and premium entertainment.
“If you haven’t explored the U.S. Hispanic market in a meaningful way, now is the time,” he said.
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