All or Nothing


Amazon Video has announced the launch of its first Amazon Original series available in Spanish: “All or Nothing: A Season with the Arizona Cardinals” (“Todo o Nada”).

amazonThe series, produced by NFL Films, follows the 2015 Arizona Cardinals from the draft through the NFC Championship game and is the first series to take viewers inside the locker room, on the sidelines, and off the field for an unprecedented look inside an NFL franchise’s complete season. It is dubbed into Spanish, and can be streamed online for free by anyone with an Amazon account until August 31, after which it will be available for free for those with an Amazon Prime account.

Amazon Prime video is currently ad-free, but the company has been experimenting with free TV episodes with built-in ads for its Amazon Video broadcasting of Vogue series (originally created for Hulu) “The Fashion Fund.” This could be an attempt to attract new viewers who do not want to pay the $99 annual fee for Amazon Prime, but don’t want to buy or rent episodes or movies, either. But Amazon still hasn’t done this with its own original content, and tends to offer that format for just a few of the first episodes, at most.

While Amazon has yet to comment on how it decided to feature “All or Nothing” as its first foray into Spanish-language content, July is a “dead spot” in the sports calendar, during which there is no NFL activity. People are also on vacation, giving them time to “binge watch” TV that they enjoy.

And the NFL seems to be increasingly interested in drawing new types of viewers into the league through content like this. Jordan Levin, executive producer on the series and NFL senior VP/chief content officer, told BroadcastingCable.com: “To some degree, there’s a direct relationship between storytelling efforts like this, bringing in newer fans, younger fans, more female fans…They get engaged with the players and teams at a level beyond game play.”

And Hispanic interest in the NFL has increased, as more players and coaches of Hispanic origins are incorporated into the league, like Ron Rivera, head coach of the Carolina Panthers, and players Kiko Alonso and Victor Cruz of the Buffalo Bills and the New York Giants, respectively. And the NFL is paying attention: the league increased its spending on Hispanic media by 60% between 2009 and 2014 alone.

Interpublic Group has handled Amazon’s global marketing account since 2013.


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