U.S. HISPANIC
beIN SPORTS: Engagement, less advertising clutter and the largest soccer offer in the market are the pillars of our Upfront
Maribel Ramos-Weiner| 13 de abril de 2018
Antonio Briceño beINSPORTS
A great connection with its audience, less amount of ads on each advertising break, and the biggest soccer offer in the market are three of the essential pillars that beIN SPORTS highlights in its message for this Upfront season.
“We have an audience that is more engaged than the rest of sports audiences. Although the market is declining in terms of how much it pays for the impact of OTT and cord cutting, we continue to be the only channel that grows year after year. We want to show advertisers that when they place their brand together with ours, our audience is less exposed to ads than the rest of the competition, even because of the format of soccer, you have to do it with us, because nobody offers more soccer than us,” expressed Antonio Briceño, Deputy Managing Director for the US and Canada at beIN SPORTS.
He was thankful for the almost six-year relationship, with clients as solid as AT&T and Volkswagen, that are two of the main advertisers in LaLiga. He mentioned that starting this year, they are not selling exclusive categories to advertisers. “Now, other advertisers can enter in big events where before, other brands had the exclusiveness in each category,” he explained.
He highlighted that clients want deeper audience research data, that goes beyond traditional rating. “We must have a different reaction to what is offered nowadays in the market, because clients are no longer satisfied simply with traditional media buy, in what is known in the advertising argot as spots and dots—commercials that appear on screen—now brands and clients have become more refined,” he adds.
Briceño highlighted that in 2017, the linear channel and the OTT platform beIN CONNECT offered more than 9 thousand hours and they have reprogrammed the channels so that soccer has even more relevance.
