How did Copa affect the way in which that you simply approached gross sales and pitched potential consumers?
The method hasn’t modified as a result of we all know we’re the house of soccer. What has modified is now that we have now Asi Studios, our branded content material capabilities, that’s completely different. We haven’t performed 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 entice 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 may have the broader groups like Argentina, Brazil, in fact the U.S. right here, so we wish to be in every single 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 we have now these platforms to be in every single place our audiences are, and that’s an enormous distinction from the place our firm was three years in the past.
Because the advert gross sales panorama shifts and consumers weigh the deserves of conventional 30- and 60-second spots in opposition to programmatic and built-in adverts, TelevisaUnivision’s Copa América protection appeared to achieve discovering a steadiness alongside that spectrum. How do you discover that equilibrium?
You wish to have stay sports activities. For those who’re a writer, it is advisable have stay sports activities.
We now have stay sports activities, we’re the house of soccer and our linear enterprise is powerful. It’s robust with stay sports activities. It begins there, fairly frankly. And for those who take 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, we have now the Euro Championship—Spain versus England— at about 3 p.m. Jap time. Then we have now the Copa América on the identical day at 8 p.m. What we’ve performed is in between these two video games, we name it a bridge present, and we’re going to host a studio present the place every thing about what you simply noticed in the course of the Euro, after which we’re going to preview the Copa América remaining in primetime. We now have to point out that we simply created to maintain viewers engaged.
