Fox Deportes: Higher advertising investment from established clients

Vincent Cordero, executive VP and general manager of Fox Deportes, spoke with PRODU about the network’s advertising strategies to support U.S. Hispanic participation and about the good community response to the Haz el Cambio and Con Garra campaigns.“Consumer comments about our Haz el Cambio campaign have been positive. Partner companies, with all the connections of the Con Garra campaign, showed great enthusiasm when they saw their brands associated with the message and the passion displayed in the viewer-call of this campaign. From an industry perspective, Fox Deportes won its first ever Promax with branding campaign Con Garra,” said Cordero.Commenting on how advertising investment has changed in Hispanic media due to the segment’s demographic growth, Cordero said: “We’ve definitely seen a change. Hispanics are the new face of America. In today’s U.S., Hispanics need to be considered a primary market, essential to achieve success. New advertisers representing new categories are actively investing in the network, while established clients are investing even more.”Cordero said to PRODU that Fox Deportes stays committed to the constant evolution of the Hispanic community, and added they will expand the campaigns Con Garra and Haz el Cambio.