Televisa-Univision on Wednesday announced a nationwide advertising campaign aimed at pressuring Google to reverse plans that would relegate Univision from YouTube TV’s main programming bundle at the end of the month.

The campaign, called “Do the Right Thing Google,” accuses the streaming pay-TV service of discriminating against Hispanic viewers by moving Univision to a premium tier starting September 30. Subscribers who want continued access to the Spanish-language broadcaster will be required to pay an 18 percent surcharge, which Televisa-Univision called a “Hispanic tax.”

Ads will appear in national newspapers including USA Today and in major metro publications across cities with large Hispanic populations such as Dallas, Houston, Los Angeles, San Francisco, Miami, San Antonio, Austin, Las Vegas, Orlando, Newark and Richmond. The Hill in Washington, D.C. will also carry the campaign in its print edition.

“Google’s planned removal of Univision from YouTube TV on September 30 is an unacceptable threat to millions of Hispanic households who rely on our programming for trusted news, vital information, and cultural connection,” said Daniel Alegre, the CEO of Televisa-Univision. “Stripping access to Univision at such a critical time shows a blatant disregard for the communities we serve. We call on Google to respect its Hispanic subscribers and keep Univision within its core programming bundle.”

The dispute arrives during a politically consequential period. Univision is widely regarded as a critical news and cultural outlet for Hispanic Americans, particularly during elections, emergencies, and major national events. Televisa-Univision noted that the decision could impact millions of potential voters ahead of redistricting battles in California and Texas, gubernatorial contests in New Jersey and Virginia, and next year’s midterm elections in battleground states including Florida and Georgia.

By relegating Univision to an add-on tier, Google risks “second-class status” for Hispanic audiences, Televisa-Univision said, adding that the new campaign is designed to raise awareness among elected officials and the public.

Televisa-Univision framed the fight as part of a broader effort to ensure Hispanic households have equal access to programming, saying the company “remains committed to fighting discrimination, advocating for a level playing field for Hispanics and their access to programming, and ensuring the voices of its Hispanic audience are heard and respected.”

Google has not publicly commented on Televisa-Univision’s public outreach campaign. Earlier this month, the company blamed Televisa-Univision of demanding more money for its channels — a common tactic employed by broadcasters when distribution deals are being renegotiated — and said the higher fees weren’t justified by interest in Televisa-Univision’s programming on its platform.

“If we cannot reach a fair deal by September 30, their programming will no longer be available on YouTube TV,” a Google spokesperson said. “Our carriage decisions are based on viewer consumption and pricing, and any suggestion to the contrary is false.”

If Google does pull the channels, it will be the second platform to do so: Fubo dropped Televisa-Univision programming in early 2024, a move that caused both sides to lose revenue.

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Read more:

• YouTube TV may pull Univision channels on September 30
• Televisa-Univision posts revenue dip, Vix adds subscribers during Q2 2025
• Fubo subscriber count, ad revenue dips in Q1 2024
• Televisa-Univision strikes distribution deal with Disney, Hulu
• Univision channels go dark on Fubo, distribution contract blamed