Entravision Communications Corporation (Entravision) operates as a global advertising solutions, media and technology company. Entravision owns and operates Spanish language television and radio stations in the United States. Entravision also owns and operates a smaller group of television stations that broadcast English language programming and has operations that provide programmatic advertising technology and services.
Segments
The company operates through media segment includes its televis...
Entravision Communications Corporation (Entravision) operates as a global advertising solutions, media and technology company. Entravision owns and operates Spanish language television and radio stations in the United States. Entravision also owns and operates a smaller group of television stations that broadcast English language programming and has operations that provide programmatic advertising technology and services.
Segments
The company operates through media segment includes its television, radio and digital marketing operations. And advertising and technology services segment provides programmatic advertising and technology services through Smadex, the company’s demand-side programmatic advertising purchasing platform, and Adwake, its performance-based media advertising agency.
Media
The company’s strategy is to reach Latino audiences in the United States. The company owns and/or operates media properties in 13 of the 20 highest-density U.S. Latino markets.
Television
The company owns and/or operates TelevisaUnivision-affiliated television stations in 21 markets, including 14 of the top 50 Latino markets in the United States. The company’s television operations consist of the largest affiliate group of TelevisaUnivision's Spanish-language Univision and UniMás networks. Univision is among the most-watched broadcast television networks among U.S. Latinos and, according to TelevisaUnivision, Univision and UniMás collectively represent more than half of Spanish language broadcast prime time viewers.
Relationship with TelevisaUnivision, Inc. (TelevisaUnivision)
The company’s network affiliation agreement with TelevisaUnivision provides certain of its owned stations the exclusive right to broadcast TelevisaUnivision’s primary Univision network and UniMás network programming in their respective markets. The company also generates revenue under a marketing and sales agreement with TelevisaUnivision, which gives it the right to manage the marketing and sales operations of TelevisaUnivision-owned Univision affiliates in three markets – Albuquerque, Boston and Denver. Under the company’s proxy agreement with TelevisaUnivision, it grants TelevisaUnivision the right to negotiate the terms of retransmission consent agreements with multichannel video programming distributors, or MVPDs, for the company’s Univision- and UniMás-affiliated television station signals.
Local News
The company’s local news helps it capitalize on U.S. political advertising revenue in election cycles, particularly as such advertising targets the company’s primarily U.S. Latino viewership, because of what is generally regarded as a more competitive political environment among Latino voters.
In 2024, the company significantly enhanced its local news programming. The company also made substantial investments in its news operations to capitalize on advertising inventory during the company’s newscasts. The company added early morning and midday news in all its markets, whereas previously the company broadcasts early evening and late-night news. The company also added weekend news in San Diego, Las Vegas and Denver, whereas previously it provided weekend news only in El Paso, Texas, McAllen, Texas and Palm Springs, California. The company also expanded it Las Vegas production facility.
As a result of implementing this strategy, the company added 107 new weekly newscasts on its TelevisaUnivision- affiliated television stations, delivering more than 400 hours of weekly news coverage across 415 newscasts. The company provides morning, midday, early evening and late news in all its markets.
The company intends to deploy a variety of programs to mitigate declines, increasing the capacity of its sales team, focusing on new account acquisition and selling bundles of television, radio and digital multi-channel marketing.
The company’s multicast network programming streams at most of its television stations, along with the company’s primary network program streams.
Audio
The company owns and operates 44 radio stations (37 FM and 7 AM), 39 of which are located in the top 50 Latino markets in the United States. According to Nielsen, the company’s radio stations broadcast into markets with a total population of approximately 19 million U.S. Latinos, which is approximately 31% of the Latino population in the United States.
The company’s radio operations combine network and local programming with local time slots available for advertising, news, traffic, weather, promotions and community events. This strategy allows the company to provide quality programming with significantly lower costs of operations than it could otherwise deliver solely with all locally produced programming. The company’s stations primarily target Latino listeners and appeal to different preferences, demographics and age groups, including the following formats:
‘La Suavecita’ features Spanish-language adult contemporary music that targets Latinas 25-54 years of age;
‘La Tricolor’ features Mexican regional music that targets Latinos 18-49 years of age;
‘Fuego’ is a Latin urban hit station that targets bilingual and bicultural Latinos 18-34 years of age;
‘Jose’ is a personality-driven format in the Los Angeles market that features a mix of Spanish-language adult contemporary and Mexican regional hits, and targets Latinos 25-54 years of age; and
‘TUDN’ is a Spanish-language sports talk format that targets primarily Latinos 18-54 years of age and is provided to the company by TelevisaUnivision.
The company also broadcasts and streams, on an exclusive national basis, National Football League (‘NFL’) games in Spanish through the 2026-27 season, including Sunday Night Football, Monday Night Football, and the NFL playoffs, on 15 radio stations. Through the company’s partnership with Fútbol de Primera, it will also broadcast the 2025 Concacaf Nations League semifinal and final matches, the 2025 Concacaf Gold Cup, and the 2026 FIFA World Cup on the company’s radio stations.
U.S. Digital Marketing Solutions
The company’s U.S. digital marketing solutions business is to sell digital advertising to its local advertising customers in addition to their broadcast advertising purchases. The company sells search, social, streaming video and streaming audio advertising solutions primarily to its television and radio advertising customers.
Among the U.S. digital marketing solutions, the company offers is AudioEngage, an audio network with over 200 premium publishers. Audio Engage serves as a digital audio advertising marketplace that allows advertisers to reach audiences across music, radio and podcast environments. Advertisers can place orders through Audio Engage programmatically or through the company’s local or national sales teams. The streaming audio inventory consists of streams from its stations and its El Botón app, as well as Spanish-language audio inventory.
The largest amount of the company’s U.S. digital marketing solutions revenue comes from Audio Engage and the majority of its U.S. digital marketing solutions revenue comes from audio clients.
Other digital marketing solutions the company offers include Entravision Plus through which it resells streaming video inventory on a third-party platform, and Entravision Digital, which consists of inventory on the company’s websites.
Media Competition
In each television market, the company typically competes with the local affiliates of the five principal English-language television networks, NBC, ABC, CBS, Fox and the CW Network. In certain markets, the company also competes with the local affiliates of Telemundo as well as other Spanish-language networks, including Estrella Media.
The company primary compete in its markets in Spanish-language radio are TelevisaUnivision, iHeartMedia Inc. (formerly Clear Channel Communications Inc.), Audacy (formerly Entercom, Inc.) and Spanish Broadcasting System, Inc.
Advertising Technology & Services
In the company’s advertising technology & services segment, it provides its advertisers a full suite of managed services to drive both local server messaging and brand success.
Smadex
Smadex is the company’s proprietary programmatic ad purchasing platform, which is also known in its industry as a ‘demand-side’ platform. Driven by artificial intelligence (‘AI’), it provides advertising solutions to customers, primarily mobile app developers, who are located in 54 countries. Smadex works with hundreds of advertisers globally and manages more than three million mobile ad requests per second from over 8 billion devices.
The Smadex platform utilizes proprietary technology, including AI, on a cloud-based infrastructure. Smadex employs software engineers who design hundreds of algorithms that rapidly process millions of data points from previous and ad campaigns, together with data and ad campaign details from the company’s advertisers, to programmatically acquire advertising inventory from online marketplaces for advertising inventory.
Adwake
Adwake provides managed services similar to those provided by Smadex, except that the company’s sales team uses third-party programmatic platforms for ad purchases.
Data Use
The company’s ability to optimize performance of advertising campaigns and help advertisers determine the effectiveness of those advertising campaigns depends on its ability to successfully aggregate and leverage data, including data that the company collects from advertisers, platforms, technology companies and third parties, as well as data it accesses from its own operating history. Using cookies and non-cookie-based software, the company collects information about the interactions of online users with advertisers and digital platforms owned and operated by media companies. Through data analytics, the company also enables advertisers to gain insights into the performance of their advertising campaigns and manage those campaigns with a view toward maximizing return on their advertising investment. Key to the company’s ability to aggregate such data is using certain tracking software in its business. It is this tracking ability that allows advertisers to both send an online user who meets the parameters of an advertising campaign targeted advertisements and determine how successful their advertising campaigns are.
Technology Competition
Smadex and Adwake compete with other advertising technology and services companies such as AppLovin Corporation, The Trade Desk, Inc., Criteo Corp., Liftoff, Inc. and Moloco, Inc., which also has a global presence selling advertisements through their ad purchasing platforms.
Entravision Global Partners
In the company’s former EGP business, it acts as an intermediary between primarily global media companies and advertisers, which consisted of either the enterprise or its ad agency running the advertisement. The company’s customers were both these primarily global media companies and advertisers. On March 4, 2024, the company received a communication from Meta Platforms, Inc. (‘Meta’) that it intended to wind down its Authorized Sales Partners (‘ASP’) program globally and end its relationship with all its ASPs, including it, by July 1, 2024. during the second quarter of 2024, the company entered into a definitive agreement to sell substantially all its EGP business to IMS Internet Media Services, Inc. (‘IMS’).
Seasonality
Seasonal net revenue fluctuations are common in television and radio broadcasting and are due primarily to fluctuations in advertising expenditures by local and national advertisers. In the company’s media segment, its first fiscal quarter generally produces the lowest net revenue for the year, and its second and third fiscal quarters generally produce the highest net revenue for the year (for the year ended December 2024). In addition, advertising revenue across the company’s segments is generally higher during presidential election years (2020, 2024, etc.) and, to a lesser degree, Congressional mid-term election years (2018, 2022, etc.), resulting from increased political advertising in those years compared to other years. Advertising revenue in the company’s audio operations is also generally higher during years when it broadcasts the FIFA World Cup on its radio stations (2018, 2022, etc.).
Regulation of Digital Advertising
The company also participates in industry self-regulatory programs, including the Interactive Advertising Bureau, or IAB, under which, in addition to other compliance obligations, it provides consumers with notice about its use of cookies and the company’s collection and use of data in connection with the delivery of targeted advertising, and allow them to opt out from the use of data it collects for the delivery of targeted advertising.
History
Entravision Communications Corporation was founded in 1996. The company was incorporated in 2000.
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.
