How the Spanish-speaking network is growing its viewer base in the United States – The Athletic


The convergence of major international tournaments last summer created headaches for players, clubs and federations, but for fans the condensed schedule presented an abundance of thrills. And for broadcasters like the US Spanish-language Univision network, it was a boon to audiences.

“We were incredibly lucky because of all the finals that ended up being held,” said Juan Carlos Rodríguez, president of Univision’s sports companies. “We were able to deliver what I would say was the most difficult summer in our history in terms of scope of work – from marketing to production. We were lucky that the Nations League and Gold Cup finals were Mexico and the United States.

In addition to the USA-Mexico double, the European Championship produced an exciting final between England and Italy and the Copa America saw Leo Messi win his first major trophy with Argentina after beating Brasil.

In total, nearly 10 million people watched the Nations League and CONCACAF Gold Cup finals between Mexico and the United States on Univision. The Copa América final drew an additional 3.5 million viewers in total for the network, while nearly three million viewers in total watched the Euro 2020 final. On top of all that, there was the highly anticipated 2021 Liga MX final between Cruz Azul and Santos Laguna, whose second leg drew 3 million total viewers for Univision, proving once again that Liga MX remains the most watched league in the United States .

Rodríguez was not surprised by these numbers. Univision’s audience successes are the result of a strategic effort to expand its audience beyond first and second generation Mexican-Americans. And Rodríguez’s confidence in achieving that goal was clear.

“We know we are the kings of a very unique hill that is Mexican football in the United States,” he said.

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