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2016 Hispanic TV Upfront Report
UPFRONT ROUNDUP
beIN SPORTS
In just two years, beIN SPORTS has emerged as a formidable competitor in the ever-important Hispanic sports media landscape.
With live soccer programming from Spain’s La Liga and Italy’s first-division
soccer league (Serie A) its top draws for Hispanic viewers, network Deputy
Managing Director Antonio Briceño believes his network provides viewers “an authentic experience with the right content, when they want it, on their platform and language of choice.”
That’s because beIN SPORTS offers both English-language and Spanish-language feeds to advertisers and viewers in the U.S., fulfilling the “total market” desires of marketers in the process.
“We understand the landscape has changed drastically in the past few years and thus content is more important than language,” Briceño says.
At its May 16 Upfront, the first for multicultural marketers in New York, advertisers will learn more about the ability to more seamlessly integrate brands into beIN SPORTS content across multiple touchpoints. Along with Briceño will be Cesar Ruiz, Head of Advertising Sales, and Carmen Boquín and Miguel Serrano of beIN SPORTS en Español.
“We will focus our efforts on addressing the way sports fans are consuming our content by developing new digital-only franchises from our vast amount of live content,” Briceño notes.
Network programming will be complemented by a series of original productions, he adds, with “next generation storytelling to further engage” beIN SPORTS viewers under the beIN Originals platform.
Aside from soccer, beIN SPORTS is focusing on top motorcycle road racing competitions including MotoGP, MotoAmerica and WorldSBK; Track & Field athletes and Olympians competing in the Diamond League; Mexican Boxing; tennis; and cycling. Additionally, The EXPRESS Weekend has emerged as a strong performer among sports studio programs.
The network is presently carried in 42.2 million homes. From April 2015 to April 2016, beIN SPORTS showed a 38.4% increase in households, making it the leading cable network in terms of year-over-year growth.
Telemundo
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Thanks to a changing business, Telemundo is eschewing its own Upfront presentation by joining its siblings at NBCUniversal in a unified manner decided to put the network on an equal footing with not only NBC, but all of the Comcast unit’s broadcast and cable television properties.
Details on what will be shared to attendees of NBCUniversal’s combined networks 19