Update: Linked In Forum-Does Copa America Matter?
The discussion on whether Copa America really matters to U.S. Hispanics has continued in our LinkedIn Forum with more interesting views and opinions.
This discussion was started by Dean Schwartz - "Our shop just launched official Copa America merchandise. I wanted to get feedback from the group as to whether they think Copa America matters to US Hispanics."
Executives from the Hispanic media and advertising world are providing their opinion about this issue. See below!
Diane Librizzi -Communications, Programming and Content Development Professional • “Anyway, I commented that according to Univision, who sold media sponsorship packages for Copa, the audience delivery should be higher than that of World Cup. ”
Bob Oliva -Managing Director at O Americas Group • “ Hi Dean, Copa America does matter and is closely followed by the US Hispanic market. As the teams get eliminated you may see certain regions of the US decrease in followers simply because their country is not involved. To that point expect the east coast to stay tune longest due to the diversity of Hispanics/Brazilians. See below.
Luis Gutierrez -VP Director at GLR Networks • “ I have been selling sports on TV and radio for over 15 years and I can tell you that Copa America is a huge property for viewers and advertisers.”
Michael Vinales Regional Sales Manager NE, Hispanic Business • “ Anticipated audiences will be huge. US Hispanic sports category leader Mundial Group is providing special coverage via it's digital Mundial Sports Network (5.2 MM US Hispanic uniques) and legacy print property Futbol Mundial (2.8 MM readers).”
Marcelo Salup -Principal at MS Group LLC • “ The ratings I've seen so far are excellent. Evidently, it does matter”
Marcelo Salup -Principal at MS Group LLC • “ 8 million viewers 2+; highest rates sports event in Univision ever”
Karen Murphy -Business Development Manager, HUNT Mobile Ads, US • “Dean, and everyone in this group, a great way to advertise merchandise related to Copa America would be via mobile. US Hispanics over-index on mobile phone usage, not only time spent, but data consumption! Hunt Mobile Ads is a mobile advertising network with an exclusive focus on reaching US Hispanics and Latin Americans. We offer both branding and performance campaigns, so for companies looking to get started in mobile, a simple CPC campaign would be a great way to go.
Let me know if I can provide you with further info: firstname.lastname@example.org ”
Eric Diaz -Principal at DK Web Consulting, an agency known for Online Hispanic Marketing • “Wow, great follow up Marcelo. Those numbers are impressive. I know I was watching! ”
TranSlate Traducciones -Director de Desarrollo • “Dean
Soccer, more appropriately, Football matters to just about every Hispanic. Some of the members here have given us some great numbers, but suffice to say that you can never go wrong with football in the Hispanic market. Copa America has always been a closely followed event. ”
Marcelo Salup -Principal at MS Group LLC • “ From Media Life (www.medialife.com)
Saturday's final between the U.S. and Mexico drew 8 million total viewers on Univision and another 954,000 on cable network Fox Soccer, where it became the most-watched program of all time.
The game averaged an impressive 4.7 million adults 18-49 on Univision, and it was the top-rated show on all of broadcast, English- or Spanish-language, on Saturday among total viewers, 18-49s, men 18-49, 18-34s and men 18-34 in several of the country's biggest markets, including Los Angeles and New York.
On Fox Soccer, the game actually doubled the viewership for the second-most-watched program in network history, this year's Chelsea vs. Liverpool contest, which averaged 418,000. ”
Michael Vinales -Regional Sales Manager, NE at Hispanic Business Inc. • “Copa d' Oro -Gold Cup- did well in viewership. Copa America starts tomorrow, Friday July 1. ”
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