The Super Bowl in Español

January 26, 2016

This Sunday, February 7, the big daddy of all championships in America, the Super Bowl, will be played at Levi’s Stadium in Santa Clara, California. CBS will broadcast the 50th edition of the Vince Lombardy trophy game, and last week announced that ESPN Deportes will have the U.S. rights to simulcast the Super Tazón in Spanish. To everyone in marketing, this doesn’t come as a surprise.

Why did CBS make that decision? Simple, it is all in the numbers. The NFL has a growing Latin fan base and many of these consumers will be watching the telecast in Spanish. The opportunity to advertise to this segment during the Super Bowl is huge! CBS does not have a dedicated channel in Spanish, and that is why it decided to go with ABC’s outlet. ESPN Deportes is owned by ABC’s parent.

Data shows that ESPN Deportes is watched in 3.5 million Hispanic homes in the U.S. This breaks down to 45% of all Hispanic households with cable service. This is a huge slice of the pie when we talk about targeting ads to any specific consumer segment in the market.

During last year’s Super Bowl telecast between the New England Patriots and the Seattle Seahawks, NBC Universo, the Spanish-language channel from NBC, two out of three commercials were directed to the Hispanic consumer. Specifics about the marketing plan between CBS and ESPN Deportes are still unknown at this moment, but make no mistake about this: ad space for ESPN Deportes’ telecast of the Super Bowl, will come at a lucrative price tag.

The purchasing power of the Latin consumer keeps pushing vertically, and those companies with well-placed marketing strategies, will continue to build relationships with them.

In the end, it doesn’t matter if you call it Super Bowl or Super Tazón; Latin fans all over the U.S. will be watching the game with pasión!

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