How TelevisaUnivision Wins Client Confidence and Drives New Business with Morning Consult
Uncover authoritative Hispanic consumer insights
Respond to emerging market risks faster
Strengthen and expand consultative partnerships
The Customer
TelevisaUnivision is a leading Spanish-language media company, producing original content across news, sports, and entertainment. The company operates as a consultative partner to a multiplatform portfolio of brands spanning broadcast television, cable networks, streaming, audio, and film—making it a central player in the global media landscape.
The Challenge
TelevisaUnivision needed to help their clients understand how economic, political, and societal dynamics shaped industry trends and brand performance in the Hispanic market. They required real-time, credible insights to stay ahead of evolving consumer sentiment and client demands.
The Result
With Morning Consult Intelligence—the always-on consumer intelligence platform—TelevisaUnivision equips its teams with a trustworthy, comprehensive view of the Hispanic consumer landscape. The company leverages the platform’s continuous global tracking and self-serve analysis tools to translate questions into decision-ready insight, enabling it to shorten response cycles and deliver more proactive market guidance to its portfolio of clients.
"Over the years, we have used Morning Consult’s tools and studies to help us grow our business. It is a fundamental tool for understanding brand and consumer trends that we take to our clients. We show up with data and insights about the client’s business, and bring knowledge on the Hispanic consumer so that they can understand the opportunity and invest.”
Roberto Ruiz
Chief Research Officer, TelevisaUnivision
What It Looks Like in Practice
Establish a real-time read on Hispanic consumer sentiment
TelevisaUnivision uses the Morning Consult Intelligence platform to gain a clear, defensible understanding of Hispanic consumer’s attitudes, values, and behaviors. The company’s research team directly compares Hispanic consumer sentiment with that of non-Hispanic audiences across brands and categories, creating clearer context for how trends are unfolding.
The Impact: TelevisaUnivision is empowered to move beyond surface-level insights to deliver timely, actionable recommendations grounded in continuous consumer data.
"What we really like about Morning Consult is the always-on-nature of data collecting. Morning Consult is constantly collecting data about top brands, so if tomorrow our sales guys are going to a meeting with a specific brand, my team can log into [the platform] and find current information about what's going on with the brand vis-a-vis Hispanic consumers and non-Hispanics—and that's critical."
Roberto Ruiz
Chief Research Officer, TelevisaUnivision
Strengthen client trust and support confident decision-making
The Morning Consult Intelligence platform empowers TelevisaUnivision’s teams to quickly answer time-sensitive client questions about how Hispanic consumers are responding to cultural and political change. They access Morning Consult’s always-on global consumer data through self-serve dashboards to analyze shifts in consumer behavior and sentiment, and deliver timely, credible insights to their clients.
The Impact: TelevisaUnivision keeps pace with rapid change and guides client conversations with confidence, positioning them as a trusted source of insight during periods of uncertainty.
"We chose Morning Consult as a partner for a couple of reasons. One is the broad coverage of top brands in the country and the always on data collection about these brands [such as] awareness and sentiment. We need tools that are available on short notice to provide us the data that we need for our clients and for our pitches.
—and the second one is really the reputation. Morning Consult is a recognized brand in the insights space, so our clients will pay attention to this and will know that this is good data that's collected correctly and is current."
Roberto Ruiz
Chief Research Officer, TelevisaUnivision
Respond to emerging risks before they escalate
TelevisaUnivision relies on the Morning Consult Intelligence platform to detect shifts in consumer sentiment and rising industry issues before they impact brand reputation. The company’s research team analyzes Morning Consult’s end-to-end intelligence across consumers, brands, and market trends to stay ahead of consumer shifts, not just respond to them.
The Impact: TelevisaUnivision is able to guide clients with foresight—surfacing emerging risks and opportunities early and supporting more proactive brand strategies.
The Bottom Line
For TelevisaUnivision, Morning Consult Intelligence has become a fundamental growth driver for consultative partnerships. Credible, always-on insights and flexible analysis tools empower their teams to navigate the Hispanic consumer landscape with clarity, stay ahead of emerging market trends, and confidently advise clients in the moments that matter most.
"Morning Consult is ahead of the game constantly and that's critical because response times in the research and insights world have been compressed. Our internal and external clients want the data now and they want it to be precise. Because of the breadth and depth of Morning Consult’s data, and the fact that it is readily available on the platform, we are able to quickly respond to client demands in a way that we weren’t before we had this tool”.
Roberto Ruiz
Chief Research Officer, TelevisaUnivision
