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.
Study: Racist language on TV the most offensive
NBC late night starts the season on top
New shows hold up well on Thursday night
Notable trends so far this broadcast season
Nielsen: We’re using the PPM to measure television
Podcast mania: Here are the most popular
The cost of cord cutting: Nearly $1 billion
Rachel, he gets the elevator, I get the shaft
It’s coming: Media Life’s new sports newsletter
Weekend TV: ‘Saturday Night Live’ returns
A pair of pickups for ABC: ‘Speechless’ and ‘Survivor’
The future of Viacom? It may be with CBS.
‘Empire’ falls to second-lowest rating in series history
- Kyle Acquistapace becomes president at Supermoon
- Kevin Grady becomes SVP and ECD at FCB Chicago
- Joachim Bader becomes Central Europe CEO at Wunderman
- David Brewer rises to SVP of program strategy at Bravo & Oxygen
- Christian Kurz rises to SVP of consumer insights at Viacom
- Sandra Oh guesting on ABC's 'American Crime'
- Tiffany Hines and Bailey Chase join Fox's '24: Legacy'
- Molly Parker joins Netflix's 'Lost In Space'
- ‘All My Children’ creator Agnes Nixon dies at 93
This week’s broadcast ratings
This week’s cable ratings
This month’s digital traffic data: August 2016
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
Strategic media planner/buyer needed in Charlotte
Wanted: Media buyer in Providence, Rhode Island
Media buyer wanted in Savannah, Georgia
Needed: Digital media planner/buyer in NJ
Media planner/strategist job in Dallas/Fort Worth