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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
Hispanic sports fans have so many choices now. Is Azteca playing in this arena?
As U.S. Hispanics’ taste in sports continues to diversify, we are continuing to invest in and ink new deals with sports franchises, like local agreements with NFL teams and Combate Americas to expand our sports coverage.
We’re proud of our partnership with Combate Americas, the premier Hispanic Mixed Martial Arts (MMA) sports franchise, and we started carrying MMA programming at the beginning of this year. Within the past year, the Azteca Station Group stations has announced partnerships with NFL teams to carry pre-season games and regular season shows in Spanish, as well as various team-supported community fan events.
Thanks to partnerships with the Los Angeles Chargers and the Dallas Cowboys, Azteca stations in Los Angeles and San Antonio will carry these Spanish-language broadcast rights to better serve Spanish-speaking live viewers in L.A. and South Texas.
Are digital opportunities in the forecast for Azteca, using OTT or YouTube channels, and Facebook Live, to reach younger Latinos?
In an effort to reach U.S. Hispanics of all ages, we are really doubling down on our OTT capabilities. Through our upcoming partnership with Zype, we’ll be able to bring Azteca América content to every major OTT platform, including Amazon Fire TV, Apple TV, Roku, smart TVs, Opera TV, Chromecast, and others, and we’ll have more in-depth insights to those consumers who engage with content on these OTT platforms.
We’re also excited to be the first Hispanic network to the market using the Videology program as our data-enabled advertising platform partner. Through this partnership, clients and advertisers will be able to access and optimize Azteca inventory faster and with more in-depth demographic targeting.
What excites you about Hispanic TV as we move into 2018?
The U.S. Hispanic population is constantly changing, which means that the Hispanic TV environment will have to evolve simultaneously.
I see these changes as a great opportunity for us, and Azteca América is in a position of strength as we move into the latter part of 2017 and 2018.
Given our size and niche in the U.S. Hispanic TV market, we are unique and nimble, and easily adapt to our audience and advertisers tastes and needs. We have proven this over the last two consecutive seasons, outpacing the growth of all other Spanish-language broadcasters in the adults 18-49 and 18-34 demos.
The momentum should continue throughout 2018 and beyond.
HMO