With exciting cable programming and engaging digital and mobile offerings, Fox Sports en Español is capturing the hearts of U.S. Hispanic viewers. “From a pure ratings perspective, 2010 is off to a great start,” says Tom Maney, svp, ad sales. “We’ve seen a 21 percent increase in the adult 18-49 total day audience. With our 70 percent male audience, we deliver the highest-reach demographic and highest income, education and buying power in Spanish television.”
Fox Sports en Español is committed to premium sports programming, including exclusive coverage of top leagues and tournaments in Latin America and Europe. “Soccer fans will be glued to the television this year in advance of the 2010 FIFA World Cup in South Africa,” says Maney. “We are dedicating extensive resources to soccer, including daily shows featuring the top Latin American teams and lots of exciting specials leading up to the World Cup.”
Noting that one of the key differentiators for Fox Sports en Español is its commitment to major sporting events, Maney says the highlights of the 2010 season include:
-Exclusive Spanish-language coverage of the UEFA Champions League with 110 live and prime-time matches leading up to the 2009/10 Final on May 22 in Madrid. Fox Sports en Español also has the rights for the 2010/11 and 2011/12 seasons. Video highlights will be available online and through Fox Sports Móvil for video-enabled wireless devices.
-Full coverage of Copa Santander Libertadores, a Latin American soccer championship featuring 38 clubs with more than 100 matches, culminating in a two-part August final.
-A weekly series featuring Mexico’s soccer star Cuauhtémoc Blanco, who will analyze and comment on international soccer.
-A new boxing series, “Top Rank Live,” airing on Saturdays.
-Live Spanish-language coverage of a Major League Baseball “game of the week” on Saturday nights throughout the season.
-Exclusive Spanish-language coverage of the League Championship Series and the World Series in October.
Fox Sports en Español also covers golf, adding to the variety of content available on cable and online. “We recently relaunched our Web site to make it more video-centric,” adds Maney. “It’s a great way for advertisers to get involved with our content.”
One example is Gillette’s humorous “who got the closest shave” campaign for its Fusion brand, which engaged online viewers while raising money for the Salvadoran soccer charity Fütbol Para Todos.
Fox Sports en Español offers a multitude of integrated marketing opportunities, including partnerships with MSN and MSN Latino. “There are cross-platform opportunities in digital, mobile and gaming,” says Paul Laureano, director of integrated sales and marketing. “We take our content and use it in many different platforms to engage consumers with an advertiser’s message. For instance, we can invent a virtual or fantasy sports tournament with branded content. We can also help brands reach out to the growing Hispanic online audience via our digital and social networking platforms.”
Reaching more than 14 million cable and satellite households, including more than 5 million U.S. Hispanic households, Fox Sports en Español is a leader in Spanish-language sports media. Fox Sports en Español has more than 2,100 hours of live and exclusive programming, a robust Web site with streaming video and portable content coming this summer from FSE Móvil. For more information, see www.fseadsales.com