NEW YORK — For several days in mid-May, Upfront Week has seen the nation’s biggest broadcast television companies and, in the past, some radio station ownership groups, tout their forthcoming programs while wooing advertisers and marketers to come in early with their buying plans.
On Wednesday (3/5), the Hispanic audio content distribution and creation entity led by José Villafañe opted for an Upfront that not only came weeks before those from the likes of NBC and TelevisaUnivision, but also those participating at IAB NewFronts in early May.
With Villafañe at the dais, his Nueva Network brought some 100 ad industry specialists to Hudson Yards to offer a preview of a new digital audio platform specifically tailored to the Latino audio experience.
Introducing Que Onnda, a play on the Mexican slang phrase ¿Qué Onda?, or “What’s Up?”
It served as the centerpiece of Nueva Network’s 2025 Audioverse Upfront event.
As Nueva Network sees it, the Que Onnda platform will help extend the network’s coverage beyond some 527 radio stations covering 112 markets by integrating various audio pillars, including traditional radio, digital content, podcasts, social media, live streaming events, and artificial intelligence. Villafañe emphasized the necessity of a multi-platform approach, integrating radio with digital platforms, podcasts, social media, streaming, and AI to develop an expansive audio ecosystem tailored specifically for Latino audiences. He underscored radio’s historical and continued relevance, citing its capacity to engage and influence listeners through various forms including music, talk shows, news, and entertainment.
Newly appointed Nueva Network Chief Innovation Officer René Alegria provided insights into Que Onnda’s distinctive features, highlighting the platform’s advanced AI capabilities. Que Onnda’s AI infrastructure will enable precise, data-driven targeting, allowing brands to gain deeper insights into Latino audiences and effectively tailor culturally relevant messaging. This system is particularly designed for small to medium-sized Latino businesses, offering automated lead generation, targeted advertising, and strategic customer engagement.
Que Onnda will feature various innovative initiatives designed to promote and spotlight Latino talent and culture.
Among the planned initiatives are:
Nuevo Latino Artist of the Year: A promotional campaign spotlighting emerging Latino music artists through fan-driven voting and live-streamed performances.
Latino Podcast Awards: Scheduled for December, this event will honor influential Latino podcasters and storytellers.
Influencers Summit for Change: An event focusing on socially-minded Latino influencers and content creators.
Copa Superfans: A promotional initiative linked to Mundial 2026, celebrating passionate football fans ahead of the World Cup.
The platform’s strategy leverages proprietary, first-party data profiles gathered across radio, digital, podcasts, social media, and streaming. This data aims to empower precise audience targeting, helping brands better understand and resonate with Hispanic communities nationwide, Nueva Network said.
Nueva closed the event with a celebration of its recent merger with Costa Media and MLC Media, further extending its reach to more than 600 radio affiliates.
— Reporting by Cameron Coats, in New York. Additional reporting by Adam Jacobson, in Boca Raton, Fla.
