TelevisaUnivision Is Latest to Adopt Technology That Lets TV Viewers Shop

Spanish-language giant TelevisaUnivision is the latest TV company trying to turn its viewers into rabid shoppers.

The company has struck a partnership with the technology company Shopsense AI that will make the latter’s retail platform part of events such as Thursday’s Latin American Music Awards, which will air live on Univision, UNIMÁS, Galavision and ViX.

During the awards ceremony, TelevisaUnivision will prod its viewers to connect to a curated collection of products that are tied to the celebrities who appear in the program. At 7 p.m. Thursday, host Alejandra Espinoza will giving viewers a sneak peek into the platform. This year’s Latin American Music Awards lineup includes Marc Anthony, Farruko, Peso Pluma, Carin León, AB Quintanilla, Arcangel, country artist Jennifer Nettles, and Ky-Mani Marley, son of legend Bob Marley. Becky G and Thalia will co-host the show and perform.

“We’re excited to partner with Shopsense AI as its exclusive Spanish-language media partner, enhancing the overall viewing experience for our audience and providing an engaging opportunity for them to connect through big moments in music, sports and more,” said Donna Speciale, president of U.S. advertising sales and marketing at TelevisaUnivision, in a statement. “This capability provides a seamless integration into our content, allowing our partners to tap into retail media markets that extend the reach of brands, and offer more touchpoints to engage with consumers.”

Other TV companies have worked to offer so-called “shoppable TV,” all based on the premise that viewers may be inspired in the moment to buy the products, clothes and other goods embraced by the characters in the content they have chosen. NBCUniversal, AMC Networks and Paramount Global are among the media companies that have tested the technology.

Shopsense utilizes QR codes and dedicated URLs to direct viewers to a show-specific digital store.

The companies will offer selections from four curated collections that play off Espinoza’s fashion; the sounds and colors of the awards program; regional Mexican and urban music; and the chance to dress like a favorite artist at reasonable prices.