How did Copa affect the way in which that you just approached gross sales and pitched potential patrons?
The method hasn’t modified as a result of we all know we’re the house of soccer. What has modified is now that now we have Asi Studios, our branded content material capabilities, that’s totally different. We haven’t carried out that earlier than. We now have our streaming service VIX, Asi Studios and our social creators, so we push this content material out and attain everyone at scale now. That’s the distinction between this 12 months’s Copa América and our soccer versus 5 years in the past or 4 years in the past.
How can you use your Copa expertise to plan for future tournaments?
These tournaments appeal to the whole Hispanic U.S. inhabitants.
For those who’re a fan of Colombia, you’re all in. For those who’re a fan of Panama, you’re all in. Then you have got the broader groups like Argentina, Brazil, after all the U.S. right here, so we wish to be all over the place our shoppers are. You may’t simply be on linear TV nor would you wish to. You wish to purchase our content material that we push out on all of our social handles, you wish to purchase our content material on our streaming service … so it’s actually about maximizing attain, and all of our advertisers get that.
{The marketplace} has modified and continues to be dynamic. However the excellent news is now we have these platforms to be all over the place our audiences are, and that’s a giant distinction from the place our firm was three years in the past.
Because the advert gross sales panorama shifts and patrons weigh the deserves of conventional 30- and 60-second spots in opposition to programmatic and built-in advertisements, TelevisaUnivision’s Copa América protection appeared to reach discovering a stability alongside that spectrum. How do you discover that equilibrium?
You wish to have reside sports activities. For those who’re a writer, it’s essential have reside sports activities.
We now have reside sports activities, we’re the house of soccer and our linear enterprise is powerful. It’s sturdy with reside sports activities. It begins there, fairly frankly. And when you have a look at Univision, we’re speaking about Copa América in our morning present, Despierta America, after which in a few of our daytime reveals. It lives all through our ecosystem. The Verizon Halftime Report—that also issues, and that’s nonetheless the place you get the mass attain.
On Sunday, now we have the Euro Championship—Spain versus England— at about 3 p.m. Jap time. Then now we have the Copa América on the identical day at 8 p.m. What we’ve carried out is in between these two video games, we name it a bridge present, and we’re going to host a studio present the place the whole lot about what you simply noticed through the Euro, after which we’re going to preview the Copa América closing in primetime. We now have to point out that we simply created to maintain viewers engaged.
