For ESPN Deportes, it’s all about live sports
Spanish-language network has a bunch, including Euro 2016
May 12, 2016
This article is part of an ongoing Media Life series entitled “Catching the next big wave: Hispanic media.” You can read previous stories by clicking her
Having a parent company like ESPN has a lot of perks.
For ESPN Deportes, that includes a huge stable of live sporting events guaranteed to draw huge audiences.
In the coming year, the network will broadcast Euro 2016, the World Baseball Classic and the NBA finals.
It’s also anticipating big numbers for a special “Monday Night Football” game this fall being played in Mexico City, which it plans to put a lot of effort into covering.
Those events give it a unique way to draw in advertisers during the coming upfront buying season.
Here’s a look at where ESPN Deportes stands now and what to expect at its upfront, based on conversations with the network and media people.
May 17 as part of the ESPN upfront
Spanish-language sports fans, especially 18-49s
Ratings and distribution
ESPN Deportes is available in 6.1 million Hispanic households.
The Super Bowl averaged a 1.8 household rating earlier this year.
“Monday Night Football”
Key sports programming
Euro 2016, World Baseball Classic, NBA Finals
Mexico City connection
New this year for ESPN Deportes is a studio in Mexico City, which has allowed it to integrate more local partners into its broadcasts.
“I think cross-platform selling is a huge part of what we do. Especially for us, we also have ESPN Deportes Radio and ESPNDeportes.com, which are two strong Hispanic platforms,” says Freddy Rolón, vice president and general manager at ESPN Deportes.
One thing ESPN Deportes wishes media buyers and planners understood about Spanish-language TV
“Spanish language is still an important part of connecting with the Hispanic sports fan. They still prefer to watch different sports and programming in Spanish, even though they do still have a connection to English. So if you want to reach those guys, you have to think about reaching them in both languages, and Spanish is obviously a huge component of that. People think about ESPN Deportes or any of the other competitors in this space, they have to think about reaching them in Spanish is still a very important part of that,” Rolón says.
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