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.
‘The Simpsons’ receives another boost from the NFL
ABC’s ‘This Week’ posting best numbers in 15 years
NFL scores with Sunday playoffs rising to new heights
Study: Couples who post happy pictures may be unhappy
TV programming blog: All the cancellations and renewals
NBC holds steady among 18-49s on Thursday
TV trend that won’t go away: Revivals and reboots
Best of the best: Your weekend media reading list
As a new year begins, Rachel takes a look back
Tell us: What will be the big media stories of 2017?
The rescue of Univision: Chance to get back its mojo
Weekend TV: ‘The Young Pope’ bows on HBO
That time C-SPAN started broadcasting in Russian
- Sara Frucci and Rachel Regan join Young & Laramore
- Evelyn Webster becomes interim CEO at Guardian U.S.
- Wolfgang Blau and Albert Read rise at Condé Nast
- Mike Keller becomes strategic account manager at QuickShift
- Sarah Cristobal becomes executive features director at InStyle
- Corey Lewandowski joins One America News Network
- Kevin Hart producing History's 'The Black Man’s Guide to History'
- Mike Greenberg starring in new ESPN morning show
- Boomer Esiason and Daniela Ruah hosting CBS's 'Super Bowl Greatest Commercials'
- Dakota Fanning joins TNT's 'The Alienist'
- Giancarlo Esposito joins AMC's 'Better Call Saul'
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This month’s digital traffic data: November 2016
This week’s daypart ratings
Orlando agency looking for a media planner/buyer
Freelance media planner/buyer available
Junior media planner/buyer position in Minneapolis-St. Paul
Media sales coordinator opening in New York
Freelance media buyer available