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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
In prime-time, Telemundo’s regular lineup will remain in place while Universo takes over as the Hispanic market destination for World Cup coverage.
“We want Universo to be the home of the World Cup when games are not on,” Warren says.
To help support Telemundo’s World Cup coverage, Telemundo’s news and entertainment shows are all going to Russia. The first trip is just weeks away. Warren says, “Even with the 2017 FIFA Confederations Cup [from June 17-July 2], the ‘off-Broadway’ tournament, we’ve got to be great this year, and everybody has got to understand. Everyone understands that this is not a dress rehearsal.”
A centerpiece site in Moscow for Telemundo’s daytime crews and talent is being finalized, Warren says.
“It’s really an opportunity that happens once in a lifetime,” he notes.
At Telemundo, the 2018 FIFA World Cup is being viewed as a transformative event. With the rights locked up through 2026, “It could get hard to catch us.”
BUILDING THE BRAND
Hispanic sports fans have so many choices now. From ESPN Deportes to FOX Deportes, from beIN SPORT to its main broadcast TV rivals, how will Telemundo stand out?
Warren points to the late-night Titulares y Más, in the 11:35pm Eastern/Pacific time slot, as “a great lynchpin for everyone to hang on to the Telemundo Deportes brand.”
There’s also boxing, more opportunities with the National Football League, and Mixed Martial Arts (MMA) programming Warren can’t yet elaborate on.
This is important, as the World Cup only happens once every four years, and with much of the rights agreements for various pro sports, volatility is a natural state.
“Nothing is tied up,” Warren says, noting that in Hispanic TV, sports rights usually run in three- to four-year cycles, as opposed to the English-language networks. “Most of the deals start popping up again in 2019 or 2020,” he says.
Telemundo is already looking ahead, assuaging its prospects.
“The bottom line is that other companies were aggressive after the World Cup to grab a lot of rights, but they are not long-term,” Warren says. “That gives us opportunities.”
To help build its audience, and its case for future rights agreements, Telemundo—under Warren—has brought in Anomaly as the network’s dedicated creative and brand strategy agency and is welcoming Havas Latino as its media buying and planning agency.Having worked not only at OMD but also at Carat, Warren knows what marketers want. He says,