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What: Follow the weekend’s ratings through the live sports top 25 ranking! Here is a quick look at what people watched over the past weekend.

Which sport drew the biggest audience?

With close to 4 million viewers, NASCAR Cup Racing, which took place in Martinsville,VA, and was broadcast through Fox Sports 1, was the most watched sports event during the weekend.

What broadcaster drew the biggest audience?

Out of the almost 16 million people on our top 25 who watched sports events last weekend, 7.5 million tuned into ESPN. This broadcaster was the most watched during the weekend although Fox Sports 1 did broadcast the most watched event.

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What else is relevant?

The Tennis ATP Masters 1000’s final, held in Miami between Rodger Federer and Rafel Nadal positioned on number 7 of our ranking. The match had almost 500,000 viewers, due to the known rivalry between both tennis players.

ProgramEpisodeNetworkStartEndTotal Viewers (000)Viewers Age 18-49 (000)Day of the game
1NASCAR M.E. CUP RACING LMARTINSVILLEFOX SPORTS 12:00 p.m.6:14 p.m.3.963984Sun
2WMNS NCAA BKBL CHAMP LMISSISSIPPI STATE/SOUTH CAROLINAESPN6:11 p.m.8:17 p.m.3.8271.046Sun
3MLB OPENING DAY LNEW YORK YANKEES/TAMPA BAYESPN1:00 p.m.4:34 p.m.1.302579Sun
4MLB OPENING DAY LSAN FRANCISCO/ARIZONAESPN24:00 p.m.7:35 p.m.1.019469Sun
5PREMIER LEAGUE LMANCHESTER CITY/ARSENALNBC SPORTS NETWORK10:57 a.m.1:00 p.m.631311Sun
6NASCAR M.E. CUP FIN PRA LMARTINSVILLEFOX SPORTS 11:30 p.m.2:30 p.m.558124Sat
7TENNIS: ATP TOUR MASTER LMIAMI OPENESPN21:00 p.m.3:30 p.m.495139Sun
8PREMIER LEAGUE LCRYSTAL PALACE/CHELSEANBC SPORTS NETWORK9:57 a.m.12:02 p.m.448230Sat
9LALIGA SANTANDER MRQ-LGRANADA VS. BARCELONABEIN SPORT ESPANOL2:35 p.m.4:47 p.m.393206Sun
10NHL REGULAR SEASON LPHILLY/NY RANGERSNBC SPORTS NETWORK7:32 p.m.10:11 p.m.362145Sun
11NBA REGULAR SEASON LHOUSTON/PHOENIXNBA-TV9:10 p.m.11:26 p.m.305130Sun
12PREMIER LEAGUE LSAN FRANCISCO/ARIZONANBC SPORTS NETWORK7:22 a.m.9:28 a.m.287137Sat
13MAJOR LEAGUE SOCCER LPORTLAND/ NEW ENGLANDESPN29:00 p.m.11:06 p.m.266125Sun
14PREMIER LEAGUE LMIDDLESBROUGH/SWANSEANBC SPORTS NETWORK8:24 a.m.10:31 a.m.256100Sun
15COLL SOFTBALL REG SSN LAUBURN/GEORGIAESPN7:00 p.m.9:53 p.m.250112Sat
16LALIGA SANTANDER MRQ-LREAL MADRID VS. ALAVESBEIN SPORT ESPANOL10:05 a.m.12:15 p.m.246145Sun
17NBA REGULAR SEASON LDENVER/MIAMINBA-TV6:00 p.m.9:10 p.m.23395Sun
18LIGA MX LJAGUARES / UNAMUNIVISION DEPORTES6:37 p.m.8:57 p.m.226123Sat
19COLLEGE BASEBALL LTEXAS A&M/LSUESPN23:30 p.m.6:13 p.m.17139Sat
20PREMIER LEAGUE LWEST BROM/MANCEHSTER UNITEDCNBC10:00 a.m.12:04 p.m.151113Sat
21LALIGA SANTANDER MRQ-LGRANADA VS. BARCELONABEIN SPORT2:35 p.m.4:50 p.m.11878Sun
22HIGH SCHOOL BASKETBALL LHAMILTON HEIGHTS (TN)/MIAMI COUNTRY DAYESPN210:00 a.m.11:30 a.m.9741Sat
23COLL SOFTBALL REG SSN LKENTUCKY/OLE MISSESPNU4:11 p.m.6:13 p.m.9330Sat
24COLLEGE LACROSSE LSYRACUSE/NOTRE DAMEESPNU12:00 p.m.2:11 p.m.9045Sat
25LALIGA SANTANDER-LVALENCIA VS. DEPORTIVOBEIN SPORT ESPANOL12:20 p.m.2:30 p.m.8954Sun

 

Source: SportsTVRatings.com (“All data ©Nielsen, provided by a variety of TV network sources and not directly from Nielsen”)

 

What: Follow the weekend’s ratings through the live sports top 25 ranking! Here is a quick look at what people watched over the past weekend.

Which sport won?

American college basketball was last weekend’s winning sport with the Oregon-Kansas game, televised by the TBS Network, for the NCAA tournament. It had 9 million viewers.

What broadcaster won?

According to www.sportstvratings.com data, TBS Network was last weekend’s most watched channel. The  Oregon vs. Kansas and Xavier vs. Gonzaga Saturday’s basketball games together had slightly more than 15 million viewers.

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ESPN came in second. Its largest audience came from Women’s College Basketball, which had about 5.5 million viewers overall.

What else is relevant?

Fontana’s NASCAR Raceday, televised by Fox Sports 1, was the most viewed sport event in USA, right after College Basketball. It had a total audience of 685,000.

ProgramEpisodeNetworkStartEndTotal Viewers (000)Viewers Age 18-49 (000)Day of the game
1TBS NCAA BSKBL CHMP SA-2KANSAS/OREGONTBS NETWORK8:40 PM10:55 PM9,3123,564SAT
2TBS NCAA BSKBL CHMP SA-1XAVIER/GONZAGATBS NETWORK6:00 PM8:26 PM6,0482,213SAT
3WMNS NCAA BKBL CHAMP LUCLA/CONNECTICUTESPN1:57 PM4:02 PM1,477377SAT
4WMNS NCAA BKBL CHAMP LMISSISSIPPI STATE/BAYLORESPN7:30 PM10:02 PM1,31337SUN
5WMNS NCAA BKBL CHAMP LSTANFORD/NOTRE DAMEESPN12:00 PM2:06 PM1,006297SUN
6WMNS NCAA BKBL CHAMP LQUINNIPIAC/SOUTH CAROLINAESPN4:02 PM5:56 PM988256SAT
7WMNS NCAA BKBL CHAMP LOREGON/MARYLANDESPN11:30 AM1:30 PM920304SAT
8NASCAR RACEDAY LFONTANAFOX SPORTS 11:30 PM3:00 PM685166SUN
9NHL REGULAR SEASON LPHILLY/PITTSBURGHNBC SPORTS NETWORK7:02 PM9:44 PM580255SUN
10WMNS NCAA BKBL CHAMP LFLORIDA STATE/OREGON STATEESPN6:22 PM8:23 PM568155SAT
11NASCAR XFINITY QUALIFY LFONTANAFOX SPORTS 112:30 PM1:58 PM49175SAT
12NASCAR RACE HUB WKND ED LFONTANAFOX SPORTS 11:58 PM2:30 PM43779SAT
13NBA REGULAR SEASON LWASHINGTON/CLEVELANDNBA-TV7:33 PM10:00 PM323146SAT
14COLL SOFTBALL REG SSN LAUBURN/FLORIDAESPN27:00 PM9:00 PM22678SUN
15NBA REGULAR SEASON LPORTLAND/LA LAKERSNBA-TV9:30 PM11:46 PM22588SUN
16NCAA HOCKEY CHAMP LNOTRE DAME/MINNESOTAESPNU3:43 PM6:10 PM21286SAT
17COLLEGE BASEBALL LLSU/FLORIDAESPN23:00 PM6:00 PM19982SAT
18COLL SOFTBALL REG SSN LAUBURN/FLORIDAESPN26:00 PM8:23 PM17550SAT
19NCAA HOCKEY CHAMP LBOSTON UNIVERSITY/MINNESOTA DULUTHESPNU6:10 PM8:46 PM15767SAT
20WORLD CUP QUALIFIER LENGLAND/LITHUANIAFOX SPORTS 211:45 AM2:00 PM14664SUN
21NCAA HOCKEY CHAMP LPENN STATE/DENVERESPNU6:31 PM9:00 PM13558SUN
22PARTIDO AMISTOSO LAMERICA / MONARCASUNIVISION DEPORTES7:24 PM9:30 PM13378SUN
23NCAA HOCKEY CHAMP LAIR FORCE/HARVARDESPNU8:46 PM11:00 PM12253SAT
24COLLEGE BASEBALL LOKLAHOMA STATE/TCUESPN28:23 PM11:31 PM10947SAT
25NCAA HOCKEY CHAMP LNOTRE DAME/MASSACHUSETTS-LOWELLESPNU3:33 PM6:31 PM9533SUN

 

 

unnamedMiami is getting its feet wet into this multibillion-dollar industry, with a new eSport team, according to Amarilis Semprún Zozaya, Principal at AZ Communications, Inc.

The combination of technology and sports is explosive. One just has to look at the legions of video game fanatics and the millions of dollars that they generate each year for this industry. Ant it keeps growing… Now more than ever, these so called cyber-athletes from different parts of the world connect online to participate in countless of tournaments and video game competitions.

Known as electronic sports (or eSports), competitive video gaming has been dominating the way 16 to 35 years old interact in the digital atmosphere, with tablets and mobile screens also capturing an important part of the pie. It has gained popularity so fast that many consider it as the new sports genre for the 21st century. eSports is the hottest topic in games and it already is into the mainstream.

From the United States, to Europe and Asia, thousands of events are held continuously in sold-out crowd packed arenas, which include a wide-range of game categories and competitions. From fighting games and Multiplayer online battle arena (MOBA) – such as DOTA 2, League of Legends, and Counter Strike – to sports simulators, life FIFA 17, professional players keep emerging from Latin America and other regions, to then be hired in the United States and Europe and endorsed by the big brands.  And, as the cash prizes get juicier more corporations and regular sports teams are following the money trail.

The global esports economy is estimated to grow by 41% to US$696 million in 2017, from US$493 million in 2016

According to an analysis by NewZoo, a provider of market intelligence covering this industry, the global esports economy is estimated to grow by 41% to US$696 million in 2017, from US$493 million in 2016. “And the audience is expected to hit 385 million in 2017, made up of 191 million Esports Enthusiasts and a further 194 million Occasional Viewers”.

Some of the largest cities for gamers are Los Angeles, San Francisco, Long Beach, Sacramento (CA), Chicago (IL), Charlotte (NC), Atlanta (GA), Seattle (WA), Portland (OR), and jus recently Washington, DC. Miami now have the opportunity to claim a piece of that universe in the form of THE MIAMI FLAMINGOS – the only professional eSports team in South Florida.  Five young players that represent the diversity that characterizes this city.  They are experts on Counter Strikes having played professionally in Latin American since their adolescence.  They come from Argentina, Colombia and Chile, and as with all eSports players, they select very unconventional nicknames, which function as their gaming handle. Jonathan ‘JonYBoY’ Muñoz, Guillermo ‘guishorro’ Areco, and Matías ‘Tutehen’ Canale (AR), Juan Esteban ‘sickLy’ Valencia, (CO), and Cristian ‘Proxure’ Rojas (CH).

Gaming is hot; and we are certain that with the introduction of The Miami Flamingos, in no time we’ll see local television stations that want to capture this highly valuable audience, broadcasting this unique experience in a crow-packed arena full of neon flashing lights, with thousands of fans – some dressed up as their favorite character – and other tens of thousands people live streaming from everywhere.  Yes, competitive video gamine is flourishing, and Miami is ready to dip into it.

Amarilis Semprún Zozaya, Principal at AZ Communications, Inc., is a seasoned PR Specialist, Amarilis has been helping deliver successful communications campaigns at the client and agency levels, for the past 20 years in both, the US Hispanic/Anglo markets and Latin America. Considered by some as having “a golden touch for pitching the media”, Amarilis is truly passionate about PR and a “news junkie”, nowadays immersed into the eSports atmosphere. A native of Venezuela, she studied Modern Languages, and Translation and Interpretation Studies.

What: Jorge Inda Meza, Head of Marketing at Anheuser-Busch, and a member of the soon to be announced Portada Sports Marketing Board, talked to Portada about the company’s Copa America advertising last year, and why sports marketing investments will continue to be crucial to Anheuser Busch going forward.
Why it matters: It is no secret that beer is one of the most marketed products during sports events. This is why brands like Anheuser-Bush have been using different sports and special sports events as their door towards growing their brand recognition and consumption. (Total ad expenditures of Anheuser Busch were of US $1.57 billion in 2014).

“Last year was a very important and successful year for soccer in the U.S.,” says Jorge Inda Meza, Head of Marketing at Anheuser-Busch. Copa America was played in the country for the first time, reflecting the growing interest in the American community, both Hispanic and English-native, for soccer.

Image result for bud light copa america mexicoOf course Anheuser-Busch wasn’t going to let this huge opportunity pass. “For years Bud Light has been soccer’s main sponsor in the U.S.” says Inda Meza. So once they got the news Copa America was coming to the country, it didn’t take them long to make an offer to become the tournament’s main sponsor.

In addition, Bud Light is also Mexico’s national team official sponsor and, for the games season, it signed a deal with Mexican Soccer star Chicharito as its influencer and spokesperson. Having these three connections to the fans permitted the brand to be where the attention is.

This year Bud Light has signed an agreement to be FIFA Confederations Cup main sponsor in the U.S., and it will keep sponsoring Mexico’s national team.

What Inda Meza and his team learned from the whole experience was that is crucial to create several different connecting points with consumers. It just wasn’t enough to be on TV when the fan is in the stadium, or being on a mobile platform when the fan is reading the local newspaper. “We really needed to be everywhere,” he ads.

It might come as a surprise to some of us, but one of Bud Light’s main marketing outlets were local weekly Hispanic newspapers, mainly in California. “During other times of the year newspapers are not relevant to us. But during the Copa America, for example, we have to be there,” explains Inda Meza.

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A second fact, the Bud Light campaign showed was how much English-natives love soccer. It isn’t a Hispanic-only sport anymore. Many of the games were broadcasted in English. This only means a bigger audience and more consumers.

What’s up for 2017?

One thing Inda Meza has learned is how important it is to get the right properties, and to be the event’s and team’s main sponsor. This year, for example, Bud Light has signed an agreement to be FIFA Confederations Cup main sponsor in the U.S., and it will keep sponsoring Mexico’s national team.

Bud Light isn’t their only strong brand in sports. Michelob Ultra, for example, keeps being golf’s main sponsor as “Official Beer of the PGA TOUR”.

Image result for Budweiser to support the MLB.What is different about Michelob Ultra is that it is a brand that “calls to action”, believes Inda Meza. This is why it also sponsors the Rock n Roll Marathon, and other races. And of course, there is also Budweiser to support the MLB.

Any massive sport, such as the NFL, NBA, or soccer, will keep being our bet.

In terms of general marketing, Inda Meza believes that his team will need to implement stronger and better-thought out of digital strategies. “We also need to tell stories which are emotionally relevant and that stand out because of their creativity,” Inda Meza ads.

 

What are Latin American users’ favorite sports sites? How are they different? Are there among users’ priorities? The answers to these questions, according to comScore’s September 2016 rankings.

Interestingly, 30% of the unique users who reside in Latin America visited a sports sites in September 2016.

Source: comScore Media Metrix, LatAm, Home and work, PC/Laptop only, September 2016Total Unique Visitors (000)
    Total Internet : Total Audience197.612
    Sports58.655
1    Globo Esportes13.305
2    MSN Sports7.757
3    UOL Esporte6.641
4    Yahoo Sports4.081
5    ESPN2.991
6    Minute Media2.974
7    Terra Sports2.751
8    Marca Sites2.518
9    AS.com Sites2.381
10    OLE.COM.AR2.339

Brazil’s influence stands out: 34% of the visits went to Globo Sports and UOL Esporte (first and third spot in the ranking, respectively) in this category.

Another interesting fact is the classification of the sites visited: on the one hand, users chose to consume sports content through specialized sites (ESPN, Minute Media, Marca, AS, OLE) and, on the other, through the sports sections of horizontal portals such as Globe, MSN, UOL, Terra.This would account for two different kind of users: on one side, the sports categories’ “genuine” user (the one who would visit sports media exclusively) and on the other, the “spontaneous” user, who takes an interest in Sports section while going through other sections  of the same site.

What are Latin American users’ favorite sports sites? What were the biggest trends between 2015 and 2016? What impact did the Olympic Games have on the consumption of sports content? The answers to these questions, according to comScore‘s June 2015 and 2016 rankings.

While the quantity of users with access to Internet increased by 11% in June 2016, (in comparison to the same month in 2015), it is interesting to observe how the number of unique visitors in the sports category went down by 6% in the same period. This is no small detail, if we keep in mind that 2016 is the year of the Olympic Games.

Source: comScore Media Metrix, LatAm, Home and Work, PC/Laptop only, 15+, June 2015- June 2016Unique Visitors (000)% Growth
Jun-2015Jun-2016
    Total Internet : Total Audience176.391195.13011%
    Sports71.56166.226-7%
1    Globo Esportes14.95714.352-4%
2    MSN Sports10.1079.931-2%
3    UOL Esporte9.6487.225-25%
4    Yahoo Sports5.2874.034-24%
5    Marca Sites3.7843.9414%
6    ESPN4.5083.737-17%
7    AS.com Sites4.5383.682-19%
8    Futbol Sites – FSN4.6983.608-23%
9    Terra Sports5.4523.391-38%
10    Goal Sites3.0003.2438%

All of the informed sites on the rankings present a negative trend in June 2016 compared to June 2015, except for those of Marca (a Spanish digital media property that specializes in sports content) and Goal (specialized in soccer).

Brazil’s influence is strong: 33% of traffic in the sports category in June 2016 came from Brazil, whose content is produced in Portuguese.

Finally, it is notable that Fox Sports didn’t make the rankings, seeing that it is so popular in the Southern Cone of Latin America.

What: Mexican banks like Banamex, BBVA Bancomer and Santander say that sports sponsorships are taking on an increasingly important role in their marketing strategies.
Why it matters: This trend has been observed in other sports as well, like Formula 1 racing and baseball.

Nowadays, staying top-of-mind is vital for many companies, both for reaching out to current clients as much as potential ones. Sports, in this sense, have become a perfect ally for many brands, as they are capable of bringing together a large number of people around a specific activity. Mexican banks are capitalizing on this in hopes that their sports sponsorships will boost their marketing efforts.

Being associated with any sport “helps positioning the bank and generates a link between our clients and their passions,” says Gerardo Serrador, Marketing Executive Director at Banco Santander Mexico.

“In addition to generating passion, sports represent the same values that our brand identifies with: teamwork, excellence and fair play,” adds Mauricio Pallares Coello, Director of Corporate Marketing at BBVA Bancomer. “As a branding strategy, a sports sponsorship is profitable because the massive nature of sports makes the brand more noticeable.” Seeing that soccer is by far the most popular sport in Mexico, it makes perfect sense that banks would want in on the action.

The sports that have more penetration are the most profitable. In Mexico, soccer is undoubtedly the sport with the most followers, and consequently, this is where the media allocates most of its content.

Because BBVA Bancomer is the largest bank in the country with the largest number of branches and ATMs, it went big and decided to sponsor the entire Mexican soccer league. The league covers all cities with football teams, both in the first division and the promotion league. In addition, the bank arranged a local sponsorship of Rayados of Monterrey, to target current and potential clients in the state.

Until 2015, Banamex had invested up to $200 million Mexican pesos in the effort, distributing the money among five teams in the Mexican league. But then the bank withdrew sponsorship last June. “We no longer have our money in club teams, but we remain a sponsor for the Mexican national team,” said David Fierro, Marketing VP at Banamex Citi Group.

Analysts suggested one of the bank’s motivations for dropping the sponsorship was a decrease in revenue caused by the SEC’s current investigation into claims that the bank made fraudulent loans to Mexican oil services company Oceanographic. On the other hand, after its main competitor BBVA Bancomer became the next MX League sponsor, continuing with the sponsorship made absolutely no sense.

Piloto Kimi Raikkonen
Piloto Kimi Raikkonen

But soccer isn’t everything. “Santander is mainly focused on two sports: Soccer and Formula 1. With respect to soccer, the company concentrates on the most important regional competitions like Copa Libertadores and Copa America, which have a direct impact on countries in which the bank has a presence. But, we considered the Scuderia Ferrari (F1) sponsorship in order to have more of a global impact,” said Serrador.

The return of F1 to Mexico made the Scuderia Ferrari’s sponsorship profitable, according to Serrador. “A series of interesting promotions allowed us to position the brand as the most associated with F1 in Mexico.” According to a survey the bank carried out in cities like Mexico, Monterrey and Guadalajara, 53% of people who follow the F1 also mentioned Santander as the top-related brand to the event.

Lorena Ochoa

Banamex also continues supporting other sports. It is the sponsor of former golfer Lorena Ochoa, the goalkeeper Aida Roman, Paralympics athlete Gustavo Sanchez and Mexican baseball team Diablos Rojos. “The main priority is supporting sports figures,” explains Fierro, who says they have more sponsorship in mind for the 2016 Olympics in Rio.

We do not consider ourselves an opportunistic entity that takes advantage of athletes only once they have reached the top,” added Fierro. For this reason, the bank plans to grant sport sponsorships to athletes who are just beginning their careers.

Reflecting on the bank’s past sports sponsorship strategies, the Santander executive believes that:

The best have been those in which we learned how to link our services and bank’s products with the benefits of the sponsorships offer, helping customers experience their passion for sports firsthand.

The three executives agree that sports and banks will remain associated through sponsorships, regardless of the sport. It’s a sweet deal: banks grow their brand awareness while athletes and sports team find much-needed financial support.

 

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