“Soccer is the fastest growing sport in this country, and when you pair that with the fact that Hispanics are the fastest growing demographic, it’s the proverbial match made in heaven,” said Velazquez.
Hitting advertising goals
The tournament didn’t only have an impact on viewers, with advertisers also enjoying the increased viewership and engagement.
“Compared to our English-language competitors, our advertisers saw about 33% higher brand recall in the ads placed with us, 75% higher message memorability and about 33% higher purchase intent,” said Velazquez. “With the spaces we created for our advertisers and the integrations we highlighted with them with our broadcasters, the environment was there for people to engage with the product in new ways.”
The network sold out of its advertising inventory ahead of the tournament and is now looking ahead to Paris and future World Cups for sports marketing opportunities.
“When we talk about Women’s World Cup, having the partnership with the United States Soccer Federation was a fantastic element to our coverage, and continues to be an association that we continue to stress to highlight the growth of the national team in our country,” said Velazquez. “All of that highlights our belief that we should be doing more soccer.”
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