Selling Canal 13 to advertisers

Canal 13’s commercial division sells advertising to brands and media agencies, and the pitch changes every week: a new show, a ratings win, a special for Fiestas Patrias. From 2024 to 2025 I designed, and often produced, most of what the team used to make that pitch: the weekly programming schedule, the audience reports, the sales mailings and the yearly event for clients.

That work went through two identities. In 2024 I built 13Comercial, a brand for the sales team. In April 2025 Canal 13 relaunched its own brand, with a rounder 13 and soft orange shapes, and from then on everything I made for clients moved to the new system. Most of what follows is in that one.

Expo 13 Fest is the channel’s main event for clients, and in April 2025 it was where Canal 13 presented its new branding: an evening laid out as a walk through its programming, with a stand for each show. I produced and designed it with the business manager.

As producer I coordinated the event production company and the suppliers. As designer I did the venue layout and the 3D renders, so we could settle the floor plan before building anything, plus the invitations in the new identity. More than 500 people from across the industry came.

Every week Canal 13 publishes its full programming grid on 13.cl/comercial, so advertisers and agencies can plan where their spots go. I designed it every week: one page with the whole week hour by hour, each show in its block with its hosts, the color moving from morning orange to late-night blue.

These are the nine weeks of July and August 2025, as they were published.

When a show won its slot, advertisers had to hear about it fast. I made the posts with the numbers for Canal 13’s Instagram and the audience emails for clients, with the rating of each show, its share against the other channels and, at the bottom, the sales team to call.

Some weeks had a lot to tell: Miss Universo Chile 2025 led its Friday with more than 652,000 people per minute and a 42.6% share, and one weekend Miss Universo, El Clan and Mundos Opuestos were the three most watched shows in prime time. When the industry changed how it measures audiences, I made the email that explained the new targets.

Most mailings were offers: a show or a special, what a brand gets by being in it, and the faces of the sales team at the bottom so the client knew who to call. Cyberday with programs 100% live, Teletrece’s new image, Miss Universo’s grand final, the new rates for T13 en vivo, Fiestas Patrias on Qué dice Chile.

Between April and July 2025 alone, that was more than 70 email campaigns, each with its versions for Instagram, LinkedIn or WhatsApp. These are some of them.

In March and April 2024, before Canal 13 changed its brand, the commercial area had no identity of its own. With the brand manager I built 13Comercial in a one-month sprint: the wordmark on the orange arc of the old 13 logo, the channel’s colors in a light and a dark version, and a pattern made from the line “En el 13 tu marca se ve mejor” (on 13, your brand looks better), repeated until it turns into texture.

It ran for about a year, on emails, presentations, signage and a gift box for clients, until the new Canal 13 identity replaced it.