ABC broadcasts Spanish-language Ford Ad during NBA final

Viewers of the NBA Finals last week saw a 30-second TV ad for the 2013 Ford Escape — in Spanish, with English subtitles. This was the first time that a Spanish-language ad was shown by an English-language network during an NBA final. The NBA ad was the highest profile Spanish-language ad to air since April of this year, when ESPN first introduced Spanish television ads on its English-language platforms for the network’s most popular program, SportsCenter.

“They told us it was the highest penetration they were ever seeing of Hispanic viewership of a [non-soccer] sporting event in the U.S.,” Matt VanDyke, Ford’s director of U.S. marketing communications, told Forbes. “One-sixth of the viewers were Spanish,” mainly because of a huge concentration of viewers in the Miami area. Overall, the surge in Latino viewers of the NBA Championship was helping create the biggest audience for five-game pro-basketball finals since 2004, even though the Heat’s dominance was making it a less-than-thrilling series.

Ford was open to the networks’ feelers in part because the Hispanic market is an important one for Escape: Hispanics account for about 13 percent of U.S. purchases of vehicles in Escape’s small-utility segment, slightly higher than their share of the overall American vehicle market.


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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

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