UPDATE: Analysis: How much more are Hispanic Media Properties selling as a result of the World Cup?

Updated Article (original article published on June 24): Beware! World Cup Advertising Sales are not over yet. Latin marketing and advertising executives hope that Mexico advances as far as possible. This would impact ad sales in a very positive way. (Argentina’s team, however, may see things differently when it faces Mexico this Sunday in the round of 16 playoff). '

After Mexico's loss by 3:1 to Argentina yesterday, prospects for a big increase in advertising revenues of Hispanic media properties during the World Cup have been somewhat reduced. 
”We have purchased World Cup across media vehicles to reach the Hispanic audience wherever they may go for World Cup content be it TV, online, mobile”. Marla Skiko, SVP/Director of Digital Innovation. SMG Multicultural in Chicago, tells Portada. 

From community newspapers to major websites and TV networks, Portada’s editorial team gauged the “World Cup effect” on advertising sales and obtained the following answers:

In terms of revenues how much does the World Cup effect mean for media properties catering to the Hispanic market?

"We have had tremendous advertiser interest and in fact have generated more revenue in this World Cup than in any other in history across our networks and digital", a Univision spokeswoman says (added paragraph).

“We hope at least a 50% increase vs. 2009”, says Miguel Ramirez, commercial director of Grupo Expansion Interactive which geotargets Mexican soccer website mediotiempo.com to the U.S. Hispanic audience.

Alexandra Zanic, Marketing Manager of Maya Publishing Group, the publisher of weekly magazine Record Revista de Futbol, estimates that, as a result of the World Cup, ad sales will increase by 60% compared to 2009. “If Mexico gets to 8th finals and keeps playing by an additional 10-15%.”

Alejandro Solorio, Marketing Manager at Hoy Chicago says that the “increment in annual revenues in Chicago from World Cup sales has been consistent to our plan at $250,000.”

According to Felix Sencion, president of the Mundial Sports Network, the additional impact the World Cup has on the media sales of his sports media properties is 34%.

Are ad sales efforts still going on?

Oh yes, they are! “Yes we continue to sell, yet most deals were closed prior to the World Cup starting date”, says Hector Costa, SVP, and Managing Director at .Fox Network. Miami/Fort Lauderdale Area, who sells into both the Latin American and U.S. Hispanic markets.  

According to Luigi Bellizzi, Marketing and Communications Director at Union Radio, “there are some last minute deals and opportunities, but most of it has been sold already. There are interesting things that can still be done online.”

Of course, some media properties face inventory challenges because they are almost sold out. Mediotiempo.com’s Miguel Ramirez notes that “we do have a few spaces left but we are mostly sold out, it’s our best month ever in our ten year history.”

Hispanic newspapers are also reaping rewards in the forms of advertising dollars: ”We are selling into the section each week”, says Linda Siete, general manager at Chicago’s bilingual weekly Reflejos.

Reflejos includes a weekly pull out section which began in the June 6th edition since that edition carried the wall chart score card we created. We are running this pull out section through the July 11th edition The section contains a weekly editorial. Briefs about the teams, as well as photos from the event”, Siete adds.

“As the cup continues and teams like Mexico go to the next rounds the opportunities to have special coverage creates new opportunities for our advertisers to engage with our readers”, says Hoy Chicago’s Alejandro Solorio.

Added paragraph: "Univision has been delivering and will continue to offer extensive coverage of the 2010 FIFA World Cup South Africa™ across all its platforms. This includes live broadcast, commentary, interviews on the Univision, TeleFutura and Galavisión networks; live streaming of all matches, schedules, latest results, videos and more on UnivisionFutbol.com and Univision On Demand for rebroadcast of the games. In addition to those platforms, Univision Móvil is the mobile content provider, offering the latest news, schedules and results on its mobile website and Fútbol App. Live mobile streaming of the matches has been accessible to Verizon Wireless V CAST subscribers where available", says a Univision spokeswoman.

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