TelevisaUnivision reveals the brands that will sponsor its first-ever Spanish-language Super Bowl telecast

By Denny Alfonso – February 8, 2024 – 4 minutes checked out –

Ivy Liu

Among those brand names is Nissan and the business’s CMO in the United States, Marisstella Marinkovic, stated in adeclarationthat the automobile huge took the minute “to air an in-language area that reignites the love of Nissan amongst bicultural Latinos,” including that the partnership with TelevisaUnivision was crucial to join music and sports to produce a business in both languages.

The60-second Nissan areaincludingGrupo Fronterawas produced by TBWA Chiat Day New York. TelevisaUnivision decreased to go over the rate of those advertisements, however Range reported that they are around $225,000-250,000 for a 30-second area, which is priced at $7 million on CBS.

Some brand names such as Turbo Tax and TMobile will have commercials on the broadcasts in both languages.

Throughout TelevisaUnivision’s unique telecast from Caesars Palace on the Las Vegas Strip, which begins at 4 p.m. (Eastern Time), there will be substantial protection of different skill from the network, in addition to an unique efficiency by Puerto Rican singer/songwriterMyke TowersIncluded will be Argentinian Super Bowl champMartin Gramáticaand Flag Football World Champion, Mexican professional athleteDiana Flores.

The video game will likewise be transmitted on the ViX streaming platform, however due to the rights approved to TelevisaUnivision, just customers in Mexico and the United States will have the ability to enjoy it.

John Kozack, TelevisaUnivision’s evp of multimedia sales, talked to Digiday about what this Super Bowl suggests for the network and marketers excited to reach multicultural marketers at scale.

What marketing activations will TelevisaUnivision do previously and throughout the Super Bowl to get U.S. Latinos to tune in? What brand names will be associated with advertising efforts? And what about post-SB?

TelevisaUnivision will have weeklong programs leading up to Super Bowl, with live protection from Las Vegas throughout programs and platforms to prepare audiences for the huge video game. Ahead of kickoff on Sunday we’ll have more than 6 hours of live, on-site programs with news, updates and analysis, and an unique efficiency provided by Nissan. Univision’s broadcast will include areas from brand names throughout classifications consisting of vehicle, sportsbooks, telco, customer item items and monetary. Following the video game, our group of professionals will breakdown all of the action as a brand-new Super Bowl champ is crowned.

It’s been amazing to see many brand names welcoming the chance to reach customers in Spanish for this year’s video game– and our focus has actually been guaranteeing they have the insights and resources they require to make the greatest possible effect with our audience. Audiences will see areas from a number of brand names, consisting of Audi, BetMGM, Experian, city by T-Mobile, Nissan, TurboTax, Total by Verizon, Totino’s, Volkswagen and more. There are likewise a variety of brand names that are promoting in both English- and Spanish-language broadcasts, extending their reach throughout both audiences. CBS has actually been an excellent partner to deal with on this.

TUDN, the sports department of TelevisaUnivision, has actually been producing the NFL in Spanish from Mexico for a number of years. According to the NFLthere are 48 million fans because market. How do you prepare to reach the audience from other Latin American nations?

In addition to U.S. protection, the video game will likewise air on Canal 5 in Mexico, and will offered to stream on ViX with a membership to the platform’s premium tier.

Sports is an enthusiasm point for a lot of, and supplying an experience that’s genuine to the audiences assists in developing connections and drawing in more audiences and fans, while likewise assisting online marketers construct their customer base through an in-language, in-culture method. TelevisaUnivision is the specialist in reaching and getting in touch with the Spanish-speaking audience, and this nationwide phase offers an excellent chance to continue those efforts.

https://digiday.com/?p=534055

More in Marketing