beIN SPORTS: The Cups Libertadores and South American will help us strengthen ad sales

March 15, 2019

Maribel Ramos-Weiner

Antonio Briceño Bein Sports

Thanks to the acquisition of the properties Libertadores Cup and South American Cup, beIN SPORTS is in a better position to present strong ratings for their advertisers in the primetime schedules on Tuesday, Wednesday and Thursday, where they didn´t have a strong franchise.

“Libertadores Cup and South American Cup give us content 31 out of 52 weeks in the year, we basically have enough to cover 80% of the year in programming in schedules that until now for us had been very elusive -Tuesday, Wednesday, and Thursday- and in primetime for the US. We are leaders in weekends -from 6am to 6pm and the programming of Libertadores and South American are going to help us prove ratings on weekdays when we didn´t have strong properties, because all the European properties are played on weekends,” explains Antonio Briceño, deputy managing director at beIN SPORTS for the US and Canada.

He added that they have definitely felt the impact of the loss of distribution in the area of ad sales, but they have solid relations with several of the advertisers that remain in the air.

He mentioned that the effect in advertising dollars and advertisers of having won the properties of Libertadores Cup and South American Cup will be seen in 2020.

This year, for the Upfront season, beIN SPORTS is planning to do something small to present the new properties to the advertising community in New York in May.