Hispanic Sports Marketing is huge. If you did not know, ask Univision which recently launched the Univision Deportes cable channel to compete with ESPN Deportes. In the digital realm the challenge consists in getting as many eyeballs as possible in order to sell them to advertisers. Online Ad Network Mundial Sports Network just got audited by comScore and claims to lead the ranking of sports online ad networks reaching out to Hispanics. In fact, according to the table below the Mundial Sports Network’s audience beats Univision.com and is 11x larger than ESPN Deportes, and 22x the size of Fox Deportes. It is not clear whether this is an apples to apples comparison because digital properties like Univision.com, Espndeportes.com and Foxdeportes.com could add the audiences of other sites to their own audience to gain more unique visitors.
“We have over 218 sports affiliates and growing, ranking from sports pages to team sites”, Bill Jenkins, VP of Sales at the Mundial Sports Network, tells Portada. The network’s publishers include LaAficion.com (Mexico), ElComercio.com.pe (Peru), ElSalvador.com, Diez.hn (Honduras), Riverplate.com (ARG), Marca.com (Spain) and Ole.com.ar (ARG). A significant amount of the networks partner sites are in Latin America and Spain. These sites receive a substantial amount of visitors from the U.S. which advertisers reaching out to U.S. Hispanics can reach via geotargeting techniques.
The Mundial Sports Network’s 2.982 million uniques are still substantially lower than comScore total universe of Hispanic Sport fans of 18.6 million unique visitors in January 2012. However, this is not really an apple to apple comparision because the Mundial Sports Network’s figure only captures Spanish-dominant and bilingual Hispanics, while the ComScore figure includes English-dominant Hispanics (a large amount of Hispanics online are English-dominant).
The World of Hispanic Sports Online Ad Networks
|Network/Property||Unique Users (in thousands)|
|Mundial Sports Network||2,984|
|Yahoo en espanol||1,968|
Source: comScore. January 2012
Note: The Mundial Sports Network’s 2.982 million uniques are still substantially lower than comScore total universe of Hispanic Sport fans of 18.6 million unique visitors in January 2012.