Spanish-language Univision has increased its audience this season among the coveted 18-to-49 demographic as the big four broadcast networks declined, and it beat NBC in the February sweeps in that demo. Now, the network wants ad rates to follow -- Univision is arguing that the numbers aren't adding up for buying ads on the declining networks. "You can't ignore this anymore. You're on the wrong side of history if you do," says Univision Communications CEO Randy Falco.

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