What: NBCUniversal/Telemundo and América Móvil jointly submitted today to the Mexican Football Federation bids for the Mexico National Team media rights, one for the United States, and the other for the rest of the world, for two World Cup cycles. Why it matters: Currently, Mexico National Football Team broadcasting rights for matches played in Canada, Mexico and the U.S are held by Univision (Spanish) and Fox Sports (English). Matches played in Central America and the Caribbean are broadcasted by Telemundo (Spanish) and beIN Sports (English).
The two companies joined in a strategic and commercial alliance that allows them to present an offer that will provide substantial value to Mexican soccer. The bids include rights to all men’s and women’s Mexico National Team divisions.
The proposal submitted for the U.S. market includes the rights across all media platforms, while the other includes global digital media rights, excluding the U.S.
The proposal submitted for the U.S. market includes the rights across all media platforms, while the other includes global digital media rights, excluding the U.S.
The bid is in addition to the revenues that the Mexican Football Federation could receive from the licensing of media rights on other platforms in the rest of the world, such as broadcast and cable television.
“We are committed to continue expanding our world-class sports portfolio, in addition to our exclusive U.S. Spanish-language television rights to the FIFA World Cup and the Olympic Games. We look forward to leveraging the extensive expertise of NBCUniversal and Telemundo Deportes to bring the Mexico National team to a level never seen before in the U.S. Hispanic market,” said in a statement Marcos Santana, President, Telemundo International.
We are committed to continue expanding our world-class sports portfolio, in addition to our exclusive U.S. Spanish-language television rights to the FIFA World Cup and the Olympic Games.
Arturo Elias Ayub, Director of Strategic Partnerships and Content for América Móvil, that the announcement of the media rights bid brings transparency and certainty to a process that is of interest to the general public, as it involves the Mexico National Team.
We spoke with major brand and media executives about their sports marketing plans and expectations for 2017.
The 4 questions we asked: 1. What sports will you invest in/work with during 2017? 2. Which platforms will you use/spend on for your sports marketing campaigns? 3. What sports marketing trends should we keep an eye on during 2017? 4. In terms of marketing in general, what would you like see more of next year?
Gustavo Guerra, Brand Director for Tecate
We will continue to support our target consumer’s biggest passion points: Boxing and Soccer. The soccer games and the PPV Boxing fights are the highest rating TV shows for the target and represent the highest beer consumption occasion for Mexican bi-culturals.
Our target over indexes heavily in digital, so we will continue to focus our efforts in social media and mobile as our key media channels to reach and interact with our consumers. We will also continue to raise the bar in event marketing. We will continue with our traditional focus at retail by securing a flawless execution to ensure we offer the most attractive programs to consumers – bringing them closer to the action in both sports.
Trends from a Tecate POV will definitely be behind boxing, as we will make our biggest splash ever with some exciting new initiatives in the pipeline to support the mega fights in 2017.
Big and bold ideas around sports that can effectively travel to the digital space– different from TV. We need to remember that sports are one of the highest priorities when it comes to entertainment and that social media is the biggest and only channel to enable conversations and interactions with consumer’s pre, during and post events.
Antonio Briceno, beIN SPORTS Deputy Managing Director
Looking ahead to 2017, we are very excited about working with the Women’s Tennis Association (WTA), the global leader in women’s professional tennis. Starting in January, the 2017 WTA season kicks off, and beIN SPORTS will air all matches airing outside the U.S., as well as broadcast the internationally renowned Rogers Cup in Toronto, Canada. In 2017, another cornerstone of beIN SPORTS will continue to be live soccer coverage, which includes live matches from LaLiga, Serie A, Ligue 1, NASL, and CONMEBOL/ CONCACAF/CAF World Cup Qualifiers, as well as news and in-depth analysis of all the top leagues from around the world. In 2017 our coverage of MotoGP, MotoAmerica, WorldSBK and Rallycross will continue to grow and evolve. Similarly, in 2016 we introduced U.S. college sports to the network and will further enhance in 2017 through our partnership with Conference USA. Additional sports you will also continue to see on our channels include boxing and MMA.
In 2017, beIN SPORTS is working with a mix of traditional and modern media, including social, OOH and mobile. As we continue to build the brand and cultivate our audience, we may even consider activating via OTT platforms.
Social media continues to evolve, as does the interactive nature of sports programming viewership, so it’s crucial sports marketers keep ahead of the trends and use this form of media to their advantage. Mobile will continue to be a major component of marketing campaigns in 2017. To successfully engage with fans and viewers, mobile is critical as sports fans remain connected to their devices 24/7 to stay up-to-date on their favorite teams and players.
We’re really looking for innovation, a better use of content and integration that will make the entire landscape more entertaining and more engaging. We’d like to see dollars really start to shift from traditional ads and focus more on impactful, creative placements and activations.
Drew Gehringer, COO at Eat The Bear
(ETB is a sports nutrition-based lifestyle business, providing clean and lean supplements to support achievement.)
Eat the Bear recently signed a multi-year endorsement deal with Luke Kuechly from the NFL Carolina Panthers. While Luke Kuechly will be our main focus in 2017, we are also looking to add a female counterpart as 60% of our demographics is a female consumer.
We will continue to invest in social media (Facebook/Instagram/Youtube/Snapchat) as well as in-store marketing.
We see user generated content and unique video content continuing to surge. We’re confident that 2017 will take this even further – using digital channels and platforms as well to give consumers additional unique experiences.
In terms of marketing trends, I’d like to see brands increase their focus on customer loyalty programs. While almost every brand has a program dedicated to consumer loyalty, many of them are very two-dimensional. Whether through markdowns through subscription based buying programs or branded experiences that bring the brand to life, we as marketers need to figure out ways to give more back to our consumers – particularly ones that have shown their dedication to the brand.
Freddy Rolon, VP and general manager of ESPN Deportes, and Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes.
Our focus next year will continue to be the power of live events to continue developing the U.S. Hispanic audiences. We have an unmatched line-up of diverse programming next year that will allow us to do this such as the return of the World Baseball Classic taking place in March. In its fourth edition, the WBC has become one of the most popular international sports events featuring some of the best baseball players from the MLB and around the world. Other key programming next year across our platforms includes UEFA Champions League, Mexican League soccer, international friendlies, MLB, NBA, NFL, College Football.
In 2016 we made significant enhancements to our platforms, from our television production, to ESPN.com, ESPNDeportes.com and ESPN App…All with the goal of better presenting our content to the Hispanic fan in the most relevant way possible and in the language they want to consume it. Next year, we will continue with this approach emphasizing our video efforts across platforms with the goal of enhancing quality and consistency in our user-experience.
Brands and agencies are increasingly interested in activating campaigns with social influencers. What’s great is that they’re all engaging with a super engaged fan base for each Live event we carry on TV or Radio or both.
ESPN launched Live Connect this year – a data rich solution for partners looking to gain deeper insights of how their target audiences behave within our content and sites. For Live Connect, we work together with clients to build campaigns or programs with the KPIs that matter most to each brand. We will soon be able to roll this out for advertisers wanting to reach Hispanic and African American audiences on ESPN platforms.
Ray Warren, EVP Chief Revenue Officer at NBC Sports Regional Networks
We are very excited about next year as our FIFA partnership will enter a critical phase with the Confederations Cup, a very important lead up to the biggest global sports event, The FIFA World Cup, which will take place in 2018 in the same country. Telemundo Deportes aired Rio 2016, its fourth summer Olympic games, but the FIFA World Cup 2018 will be the first-time we can showcase this premiere global event and will position us as the premiere destination with global properties in Spanish language in the U.S. The Confederation Cup and 2017 will be key in positioning us as “World Cup Ready, World Cup Great.” Also in 2017, we will take Premiere League to the next level by leveraging the unprecedented investment in players and coaches that English soccer is seeing.
In 2018, and closely tied to the NBC Sports Group we will partnering with some of NBCUniversal’s people, some of their new technology and all of their experience as the worlds best at bringing big, global events to television and digital audiences.
We are a technology company. The X1 service from Xfinity drew approximately 20% more Olympic viewers than other video providers and we are excited to see what other new creations might be available in 2017 and 2018.
Laura Molen, EVP, Cable Advertising Sales at NBCUniversal
We are investing in programming and live events like the World Cup so we can continue this momentum and growth. With the power of NBCU behind out brands, Telemundo Enterpises is primed for the future.
We’re seeing an emphasis across our company in investment in content, data and distribution and this is going to be key as we continue to emphasize our leadership position.
As I mentioned we are committed to our content, data and distribution opportunities for clients and we need our sales teams to be teammates with the agencies and marketers, to help them navigate all we have to give them.
We have some of the best teams in the business who are finding the most unique, authentic ways to partner our advertisers with our content. I’d love to see more companies engage with us from the beginning of a partnership and work with our teams to come up with more innovative campaigns.
Paola Garzón, Marketing Manager at Fox Deportes
Football, Super Bowl specifically and the UEFA Champions league final (soccer).
TV, radio, digital and social media.
Interactive trends that allow the consumer to feel part of the sport experience and in connection with their sports super stars.
Improved measurement for digital marketing campaigns.
A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
SUPER BOWL FEVER: We’d be silly not to start our re-cap of online video in the US-Hispanic market with anything other than Super Bowl 50 stats. We did a nice little review of pre and post-season stats here, but some of the highlights included the top-three performing spots according to organic views and social actions: Hyundai’s ‘First Date,’ with 79.5k social actions and269mm organic views, Mountain Dew’s ‘Puppymonkeybaby’ with244.6k social actionsand a total of over272mm impressions and Hyundai’s ‘Ryanville’ – starring Ryan Reynolds – earning over 2 million organic views and generating over 31.4k social actions (Hats off to you, Hyundai).
HISPANICS TUNED IN AS WELL: YuMe also conducted a pre-game survey focusing on US Hispanics’ plans for watching the game. Highlights included the fact that Hispanic viewers were excited about the game’s other major attraction: the ads. 79% of respondents cited advertisements as a major draw, with 34% planning to re-watch ads after the game on their smartphone.
SPOTIFY LAUNCHES VIDEO CONTENT: Spotify announced that it is releasing its first video content this week for its Android playback app, which will feature short video clips in a sample of markets such as the United States, the UK, Germany and Sweden.
NBC UNIVERSAL’S NEW MIAMI HQ TO CHURN OUT MULTIPLATFORM VIDEO: NBCUniversal Telemundo Enterprises recently announced that it is to build a new 450,000 square-foot global headquarters in Miami-Dade County, unifyingTelemundo Network, Telemundo Studios, Telemundo International and cable network NBC UNIVERSO under one roof. The huge investment is part of NBC Universal’s strategy to churn out more compelling Spanish-language programming across different platforms, including digital, to the US Hispanic and LatAm markets.
Mediabong, a global network for video advertising, announced the launch of its new product, Syncroll, a video advertising platform that guarantees 100% attention and viewability standard. Volvo, Wal-Mart and Chrysler have already adopted the tool to design more effective video campaigns. The technology measures real-time viewer behavior, measuring their interest in the ad displayed (the interest trend coefficient) to adapt the way the ad is displayed based for each user.
WELCOME, GOORU: We were alerted to the February 9 launch of Gooru, a new white-label, B2B video platform designed to enrich the exchange and use of ideas among colleagues and constituents through customized, branded video (both live streaming and on-demand) sharing for select audiences. Clients include Yale University, Banco Santander and Diario las Américas.
RICKY MARTIN AND UNIVERSAL TEAM UP:Univision Digital, the digital division of Univision Communications Inc. (UCI), announced its new official parenting channel, “Papás y Mamás,” a collaboration with Ricky Martin’s parenting website, Piccolo Universe. The content will be in both English and Spanish and include video content for both kids and adults.
BRAZIL TOPS LATAM VIDEO VIEWING: According to comScore, Brazil is home to the largest online video viewing population in Latin America, as 65.5 million unique online video viewers from December 2014 were in Brazil, which is the highest penetration rate in the region. Another fun stat: In September 2014, Brazil’s ad completion rate was almost 41% higher than the worldwide average, at 87.1%.
The Mobile Marketing Association (MMA) released a study stating that the majority of advertising budgets would be directed at mobile. This focus is impulsed largely by the rapid development of mobile video content, and suggests that agencies are paying more attention to developing video content that people will be more inclined to watch from a smartphone, as opposed to larger devices like laptops, PCs or television.
OTT TO SURGE IN LATAM:Enterprise-class subscription billing platform Vindicia and video, analytics and advertising technology innovator Ooyala released data implying that OTT is set for big growth in Argentina, Brazil and Mexico, as many industry participants believe that these key markets will double in size by 2018 from $45m to $115m in Argentina, $180m to $460m in Brazil, and from $240m to $450 million in Mexico. Challenges to delivering OTT in the region will include poor broadband infrastructure, strong local TV providers, piracy and the complexity of processing payments.
NETFLIX OUTPERFORMS PIRATE VIDEO SITES IN LATAM OTTs: According to the new BB Business Bureau study, Netflix is the most popular OTT service in LatAm. While we will miss Cuevana 2, Cuevana Storm, Pop Corn Time and Series Yonkies (mostly because of their ridiculous names) when they’re gone, we think this is a good thing. Some factors that influence users’ choices are the site navigability, accuracy of subtitles and speeds at which content loads.
“Sports is going to be an important component but Mun2 will not be a pure sports Network,” Joe Uva, Chairman, Hispanic Enterprises and Content, at NBCUniversal said last night at a presentation during which NBCUniversal’s Telemundo kicked off the Road to the 2018 World Cup in Russia. mun2 is relaunching on February 1, 2015.
Uva’s assertion addressed the rumors in the marketplace about mun2 being relaunched as a pure sports network (it would have been the fitth Hispanic targeted one after ESPN Deportes, Fox Deportes, Univision Deportes and BeinSports).
Mun2 is in an evolution and sports is an important part of that evolution.
mun2 is relaunching on February 1, 2015. Ruben Mendiola, President of mun2 noted that “mun2 is in an evolution and sports is an important part of that evolution.” mun2 will also embrace the FIFA World Cup™ as it continues to deliver major sports properties including the Barclays Premier League (BPL), the NFL on mun2, the Rio 2016 Olympic Games and the NASCAR Mexico Toyota Series.
Apple and Comcast are rumored to be cutting a deal that would send a mix of live TV and on-demand video through an Apple set-top box. That’s just the latest in a series of partnerships or acquisitions that could someday let advertisers buy, traffic and analyze online video and TV content together. A look at how agencies and digital vendores are preparing for the TV-Video Convergence.
Nielsen is partnering with Videology to use data to help TV advertisers target young audiences that are watching more digital channels. Comcast bought FreeWheel. And Adap.tv, owned by AOL, launched a programmatic TV buying platform, which it says lets advertisers use data to buy the same audiences online and on TV.
This is clearly the path we’re heading down: to make video buying more seamless, efficient, and data-driven
“This is clearly the path we’re heading down: to make video buying more seamless, efficient, and data-driven. It’s all video buying. We want to use data to inform buying video wherever we’re buying it,” says Marla Skiko, EVP and director of digital innovation for SMG Multicultural.
How close are we to true convergence of the buying process? Not all that close: These deals are about helping TV content owners target ads in the digital world. There is technology and business challenges to work through for brands, agencies, content creators and vendors alike before digital and TV will become apples and apples.
Could DSPs buy TV spots?
SMG, part of the Publicis Group, has access to sister agency VivaKi’s Audience on Demand platform. Skiko says, “They are running hard against trying to buy TV on the platform. It started with display and then folded in social.” She thinks that eventually, anything that can be bought programmatically will be –including TV.
She says that tools like comScore validated Campaign Essentials and Nielsen Campaign Rating already let advertisers talk about online video and TV in the same way, albeit through the TV focus. When placing a GRP focus on digital video, she says, “If you want to buy Hispanic 18 to 49, let’s look at what you actually got of that demographic that you were trying to reach. All of it is still bought on the CPM basis, its’ the nature of talking about the reach and frequency dynamic.”
One of the common criticisms of Nielsen’s and comScore’s audience tools, she adds is, “It’s awesome in the verification but not in the planning phase.” DSPs still need to use their own data together with third-party sources to plan campaigns.
Some agencies — including SMG Multicultural — already are converging their TV and digital video teams for planning and buying.
Some agencies — including SMG Multicultural — already are converging their TV and digital video teams for planning and buying. Sometimes, this is easier for smaller agencies. Says Mark Dominiak, media strategist PACO, a multicultural agency that handles digital, TV and social media, “At our agency, it’s small enough to where we don’t have the luxury of a department. We have a small group of people who serve all the media goals of the agency. When you have people who are working on all facets, it works to your advantage. There’s no siloing.”
Analytics — the lack of common metrics between broadcast and digital channels — could be the biggest barrier to converged buying. Says Jeremy Helfand, vice president of video monetization at Adobe, “What is the common currency I can transact across all channels? A lot of our customers are using Adobe Analytics to understand the, digital audience but ultimately market needs to go to a true cross-platform currency to allow dollars to flow freely across wherever the audiences are. The consumers are not different between the TV screen and the screen in their hands, so how can we truly monetize that experience across those various channels in an easier way?”
Adobe recently introduced a major upgrade to Adobe Marketing Cloud that converges six products, including Adobe Analytics. Adobe Primetime, the sell-side platform that lets broadcasters package TV content for digital distribution, can take advantage of customer data in the analytics product to target advertising delivered with video content via Primetime. But there’s no way within the product suite to combine this with GRP data from Nielsen. Ashley Still, director of product management for Primetime, says companies could “try” to do this internally.
An agency like us, we almost never talk about how many rating points you are delivering. It’s about, how well does the buy you manufactured serve your marketing objective?
It might behoove agencies to focus less on trying to match gross rating points to CPMs, anyway. Says Dominiak, “An agency like us, we almost never talk about how many rating points you are delivering. It’s about, how well does the buy you manufactured serve your marketing objective? GRPs and impressions are an output you look at but are not critical to deciding if this is a good plan.”
Beyond the data plays of Adobe, Comcast and others lies a deeper question for Hispanic marketers, Skiko says. “Our ideal goal would be to rely on first-party data as much as possible.” That could be derived from a tracked visit to a Spanish-language website, search in Spanish or from a data partner. However, she says, “We need more at scale. Creating pools of first-party data is helpful to enable some of these platforms. When Nielsen or AOL makes an announcement, one of the first questions we want to ask is, ‘Have you thought about how to enable this for multicultural audiences?”
In other words, while the convergence of TV and digital ads is a blip on the horizon, Hispanic marketers have an even longer journey to get there.
No pricing convergence
Even if the metrics and analytics problems get worked out, no one sees the prices of video ads and TV spots converging. But that does not mean that online video will be cheaper than broadcast. Already, we’re seeing some high-value online video reaping higher rates than TV scatter ads — although it’s hard to compare due to the different pricing and metrics.
Increasingly, broadcasters are selling digital as part of their upfronts. For example, NBC offered a huge digital component for the Sochi Olympics, with a website and three different apps that offered a mix of live streaming of TV, video clips, news and custom content.
According to Julie De Traglia, SVP, digital and broadcast marketing research for NBCUniversal, Sochi Olympics broadcast and video ads were sold as a package, and this will be increasingly the case for premium content that’s delivered across channels. “Advertisers buy multiplatform,” she says.
This kind of packaging, to some extent, obviates the need for convergence of TV and video within DSPs and analytics programs — especially while the demand for premium video outstrips the supply, especially in the Hispanic market. Adds Skiko, “Some video may be on parity with television, depends on how the deal is made. And there shouldn’t be a distinction. We have video buyers and we are about to enter another video upfront. You won’t talk about the TV Upfronts anymore.”
What: The Hispanic Online Media company, Pulpo media, continues to strengthen its resources and expanding ,most recently through the hiring of Rosy Marin as CRO. Marin used to work as Senior Vice President at NBC Universal. Why it matters: Digital media companies targeting the Hispanic space are gaining strength. Interestingly, Marin comes from the Broadcast TV world.
Pulpo Media, the digital media company targeting Hispanics in the United States and Latin Americans, has announced that Rosy Marin is joining their organization as its new Head of Sales.
As Pulpo Media’s new Chief Revenue Officer, Rosy Marin (Photo) will further develop the brand’s growing portfolio of regional and national accounts nationwide. Marin has almost 20 years of senior level management expertise within the Hispanic television advertising industry.
Her experiences include serving as the Senior Vice President of Network Ad Sales for the Western Region at NBC Universal—Telemundo Media (2011 to 2013), and over thirteen years at Univision Communications where she rose to Senior Vice President, Director of National Sales (2009 to 2011).
While at NBC Universal, Marin contributed in transforming the Western Region into a high performing sales team with double-digit growth year over year. Additionally, as SVP, Director of National Sales for Univision, she spearheaded significant revenue gains for O&O and affiliate stations. She also managed the strategic planning team working closely with clients and agencies as well as political sales for the station group.
“I am excited to start this new phase of my career with Pulpo Media and look forward to working with the team to drive sales across leading advertising agencies and blue chip brands focused on both the total online Hispanic market, and in particular—the more acculturated, and growing Hispanic segment,”said Marin.
Justin Kuykendall, Chief Executive Officer for Pulpo Media said, “We view her appointment as a sign of our commitment to strengthening our position as the nation’s go-to resource for reaching and touching today’s Hispanics.”
Pulpo Media is headquartered in Berkeley, CA. and has satellite offices in Puerto Rico, Argentina, Colombia, Mexico, and Spain.According to comScore, is ranked as the first Hispanic reach based on its Hispanic Ad Focus and new Bicultural Audience Network category.
There were many news last week at the NewFronts, the weeklong series of presentations from digital content powerhouses in New York City. The focus on Spanish-speaking consumers was particularly, and somewhat surprisingly, strong. Below a roundup.
CNET to introduce Spanish-language version CBS Interactive (CBSi) plans to introduce a version of CNET for Spanish-speaking consumers in the fall. Jim Lanzone, president of CBSi, said he wants to offer unique digital content for a Spanish-speaking audience of 50 million in the U.S., with more in Latin America and across the globe. The Spanish-language version of CNET “will not just be a machine translating our English content into Spanish,” Lanzone said, “[it] will be its own distinct site.” CBSi is also working on a Spanish-language version of GameSpot.
Hulu Latino Hulu announced “East Los High” , the first English-language drama series produced by Hulu that specifically targets Hispanic audiences. “East Los High”will join the ten other Hulu Original Series and Hulu Exclusive Series that will be premiering as part of Hulu’s Summer Slate 2013,According to Hulu, “Dance, sex, romance and mystery are at the heart of this inner city school in East L.A. where two teenage cousins, Jessie, a 16-year-old virgin, and Maya, a troubled runaway with a violent past, fall in love with Jacob, a popular football player. With this forbidden love triangle, Maya, Jessie and Jacob, along with their close friends, must face true-to-life decisions throughout a turbulent year that will mark their lives forever. A Hulu Exclusive Series, “East Los High” features an all Latino cast, director, writers and creators—many hailing from East L.A. More than 15 leading public health organizations such as Advocates for Youth, Voto Latino, California Family Health Council and Legacy LA, among others, advised on the scripts and content to address teen issues related to relationships and sexuality in a meaningful way.
NBC Universal Telemundo NBCUniversal’s Telemundo announced a partnership with The Weather Company to tailor weather coverage to a Hispanic audience. Telemundo hopes to increase interaction between its broadcasts and social media by partnering with Zeebox, a second-screen viewing app for tablets and smartphones.
Mundial Sports Network The Mundial Sports Network, a digital network catering to the U.S. Hispanic sports fans announced expanded digital video and branded content offerings at its New York City NewFront presentation. The network is offering branded audio content to advertisers through digital radio.
Univision Univision Communications on Wednesday unveiled plans to launch several web-only series; a new online destination for Hispanic millennials, and announced the addition of five new channels to its UVideos platform.Among the new initiatives, Univision introduced Flama, a digital destination that promises “culturally relevant content” targeting Hispanic millennials. “This is the place for fun, irreverent content,” said Camila Jimenez, VP, Strategy at Univision, at the presentation. Series concepts include Salseras, and Back Home, a docu-series that “takes young Hispanics on a journey back to their ancestral homelands with a small budget and a list of challenges.” Flama is slated to launch in the fall.