U.S. HISPANIC
ESPN: Visiting agencies to offer flexible alternatives around the 2014 World Cup
Maribel Ramos-Weiner| 13 de diciembre de 2013
Alfonso Cueto, senior director of Ad Sales for Latin America of ESPN
Some of the new projects ESPN is undertaking include a tour of Miamis pan-regional agencies to pitch options surrounding the 2014 World Cup.What were telling agencies is that we are not offering predefined packages where they just have to buy what is given to them with no flexibility. The idea is to understand the needs of each client and tailor the offers to meet their needs. Its important that they understand they can comfortably place their creative on ESPN regardless of whether or not they are sponsors of the World Cup, said to PRODU Alfonso Cueto, senior director of Ad Sales for Latin America of ESPN.Cueto also spoke about the recent research study conducted by the company, named How To Buy Sports. Sports are completely different from general entertainment, which focuses almost exclusively on primetime. Sports are less so. We have large audiences, but it can be on a weekend or in daytime, with a Tennis Grand Slam or the UEFA Champions. The main trend is the multi-platform. We are observing the peaks on TV match the peaks online. That is the second window everybody is looking for, he added.Cueto also spoke about TV everywhere. Hes proud ESPN was the first to launch this platform with ESPN Play. Were observing a fast growth in audience with this project, he added.
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