+1 to what Dave said.
"Universal" isn't an easy thing to achieve, and may not always be what film/tv are looking for, but it's in your best interest to write "universal" songs, if you're looking for placements. They sometimes like music specifically composed to their pictures, however they don't need another story to compete with the script. So, "universal" often means emotions in common with the experience of being human.
The music that works for tv/film is often about emotional states, which is borderless in the sense that it doesn't need a specific postal code, a city, a scenery, a male/female name ect. in order to be understood. Regardless of geography, names and culture, we can all connect with human needs, and emotional states, so in that sense, it's "universal" (to the extent we currently know the universe

). In terms of your comment on hard to write without specifics, consider to differentiate between physical specifics like names, places ect. like "Joe worked at the factory in Youngstown, Ohio" and emotional specifics like "his arms felt heavier than a ton of lead", one describing some factuals about his "outer" world and the other describes his "inner" emotional state, however both being specific.
Robin Frederick's book "Shortcuts to songwriting for tv/film"
http://www.robinfrederick.com/ is an excellent ressource to get insight in what works and what doesn't work when you're writing songs for audiovisual productions. It takes a day or two to read, it may take longer to understand fully, and even longer to implement the advice into your songwriting practice, so the book will really last for years, and be a resource you will consult often, once you have it. Just like the other volume.
Mileage may vary if the listings you refer to are the artist/label listings, though. For those "universal" may allow physical detail, however that doesn't mean a 007 licence to use trite clichés
