AOL said on Thursday the expanded alliance with the Spanish-language media company would allow it to better reach a Hispanic audience through increased advertising and broadband services. Univision reaches about 97 percent of Hispanic households in the United States.
The Hispanic community is a highly desirable market for many advertisers.
Under the new agreement, the online unit of AOL Time Warner will pay Univision more than it did under their previous arrangement. AOL would not disclose dollar amounts. As part of the deal, it plans to run banner ads on Univision.com, which will create a customized cobranded version of its site. AOL also will expand its Spanish-language radio and television advertising through commercials on Univision's Galavision and TeleFutura networks.
On the content side, AOL will feature more broadband clips from Univision on its main Web site, including features with Hispanic celebrities.
Mary Ann Donaghy, executive director of marketing development at AOL, said the company isbecause of its size and potential for growth. "We're the No. 1 ISP (Internet service provider), and we want to remain the No. 1 ISP," she said.