The upfront season, like allergy season, tends to arrive whether you are ready for it or not.

Dan Kozack, who was named to lead advertising sales at TelevisaUnivision just weeks before the company's annual presentation, would like you to know that the sprint to the stage has been manageable. This is because, in his telling, the sprint is actually a continuation of a marathon he has been running since roughly the first George W. Bush administration.

"Being two decades here, it's not really three weeks for me," Mr. Kozack said in an interview, noting that he has overseen the business side of the company's upfront operations for years. (The distinction between running an upfront and being the person who walks onstage at one is meaningful mainly to the person who must now find appropriate footwear.)

TelevisaUnivision, which has been conducting a marketing campaign under the slogan "We Get Hispanics," plans to emphasize three areas in its presentation: sports, streaming, and what the company describes as culture through music and live events. Mr. Kozack expressed particular enthusiasm for the company's soccer coverage, which he noted offers advertisers access to viewers who do not watch English-language sports programming. "You're getting incrementality," he said, using a word that media buyers find reassuring.

The company's streaming service, ViX, continues to grow, Mr. Kozack said, adding that it remains the fastest-growing such platform in the United States regardless of language. A recently announced partnership with Roku is meant to expand the company's reach into what executives are calling a unified streaming marketplace for Hispanic audiences.

Mr. Kozack also noted, somewhat unusually for an executive in 2025, that he is not embarrassed by the company's linear television business. "We actually have growth in our ratings, quarter-over-quarter, year-over-year," he said. "Our dramas are still working in primetime."

As for whether he will dance onstage, as his predecessor Donna Speciale sometimes did, Mr. Kozack said he has been informed that this is not, in fact, a requirement of the position.

Original story published in adweek.com: "TelevisaUnivision's New Ads Chief 'Energized' After Planning Upfront in Just Weeks"