Buen idea: A Spanish ad in NBA finals
June 26, 2012
Last week LeBron James won his first career NBA championship, which got a ton of attention, but the finals also delivered another first: the first Spanish-language ad during an English-language NBA telecast.
During games four and five of the NBA championship series between the Miami Heat and Oklahoma City Thunder, ABC aired a Spanish-language ad from Ford for its 2013 Escape, a first for Ford, ABC and the NBA.
Targeting Hispanic viewers on English-language TV made perfect sense–the first three games of the Finals on ABC averaged 2.03 million Hispanic viewers, according to Nielsen, and the games finished as the top three English programs among Hispanics during the week ended June 17 (numbers for games four and five will be released today).
By comparison, the No. 4 English program among Hispanics that week was NBC's "America's Got Talent," which averaged 692,000 Hispanic viewers.
The NBA says the first three games of the series were up 20 percent versus last year among Hispanic households.
Miami-Fort Lauderdale is the nation's No. 3 market for Hispanic TV households, behind Los Angeles and New York. Just over 5 percent of the country's Hispanic TV households are in the market.
The ad ran with English subtitles.
Small bump for Thursday ‘Big Brother’
Programming blog: Latest pickups and cancellations
Real loser in digital ads surge: TV
Millennials barely watch regular TV
‘Wet Hot American Summer,’ better
Rachel, I just got a counter offer. Advice?
Tell us your thoughts on radio
Weekend TV: Degrassi kids graduate
Cable overnights: ‘Dance’ improves slot
Coverup: Cosmo going under wraps
Nielsen examines Jen and Ben and Jen
Study: Tube time really adds up over the years
NBC dominates with ‘Talent’ special
- Andrea Gustafson becomes design director at Havas Worldwide
- Tim Dingersen and Morgan Leykam join Reason2Be
- Danielle Maged becomes EVP of partnerships at Fox Networks
- Margaret de Streel rises to international editor at Wall Street Journal
- Arthur Gregg Sulzberger rises to associate editor at The NY Times
- Alex Berkett becomes SVP of corporate development at Viacom
- David O’Connell rises to EVP of production management at NBCU
- John Cook becomes acting executive editor at Gawker
- Vicky Ward and David Bouley join Town & Country
- Scott Nelson becomes head of Viber North America
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Assistant media planner job in Atlanta
Local marketing specialist wanted in Greensboro
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta