Azteca America Reinforces its Strategy of Getting Closer to its Hispanic Audiences

What: Azteca America reorganized its content to reinforce its strategy of getting closer to its Hispanic audiences in LA, Chicago, New York, and Dallas.
Why It Matters: The network ended 2015 as the fastest-growing Spanish-language network in primetime, with 41 percent growth among adults 18-49 and 44 percent growth among adults 18-34. Now, it is showcasing its new programming and digital offerings to advertisers in its four key markets, Los Angeles, Chicago, New York and Dallas via customized, solutions-based presentations.

When Manuel Abud, Azteca America’s President and CEO, joined Azteca America in May 2014, he implemented a strategic reorganization of the network, which included solidifying the programming slate with the Vice President of Programming, Margarita Black, to gain more viewers. Since then, Azteca’s marquee programming has included live broadcasts of Mexico’s Premier soccer league, competitive game shows, riveting reality shows, network and local news, in addition to dramatic series and telenovelas.

"One of the most successful programming changes in the past year is our popular family hour, ‘La Hora Ganadora’ (The Winning Hour), at 7PM – or as we like to call it ‘win-o’clock.’ The hour features game shows and contests for viewers of all ages, and at our upfront meetings this year we announced that ‘Ahora Caigo,’ a new crossword-style game show, will join ‘La Hora Ganadora,’"says Abud.

As the overall upfront marketplace continues to evolve, this year Azteca America doubled down on consultative selling in Los Angeles, Chicago, New York and Dallas to show its existing and new clients and advertisers that

We are best positioned to offer and deliver the most efficient and effective advertising solutions.

Azteca America tried the new strategy in these four markets this year, and got some great feedback. Now it hopes to continue to have valuable, solutions-based conversations with clients in all of their key markets.

The Power of Soccer

Because of the Hispanic audience’s love for soccer, this sport is a huge draw for the network and it has been a proven performer in ratings. “Azteca America continues to be ‘La Casa del Futbol Mexicano,’ with the airing of home matches of the most dynamic teams of the First Division League. Our viewers are passionate about their favorite Mexican teams and they know they can count on Azteca to provide them with the best play-by-play transmissions by some of the most renowned names in the business including Christian Martinoli and Luis Garcia, along with some of the top sports analysts in Mexican soccer,” says Abud.

In August 2015, Azteca America obtained the highest-rated Liga MX telecast among key demographics during the Santos Laguna vs. America match. According to Nielsen’s numbers, the game averaged 592,000 total viewers and 386,000 adults of 18-49 years.

The channel has a deal to broadcast all home games for Santos Laguna and Xolos de Tijuana exclusively on primetime on the program “Viernes Futbolero,” and the Monarcas Morelia and Club Atlas home matches on Saturdays on “Sábado Fútbol Estelar.”

Azteca America has also found English-dominant and non-Hispanic audiences tuning in to watch the Liga MX, however, they represent a smaller fraction of the total audience and “these individuals tune in with less frequency than Spanish dominant viewers,” admits Abud.

We are open to (entering the English-speaking market), but not actively pursuing it right now as we continue to connect with our audience in their preferred language, Spanish.

Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!

Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.


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