Big Events Drive Viewers, Revenue, but Plan Ahead


NEW YORK — Big sporting, music and entertainment events can drive viewership and sponsorship revenue to Hispanic networks, but networks should plan well in advance to capitalize on tentpole opportunities.

“From a content perspective, make it an exciting event and the audience will be there,” said Alfonso Alanis-Cue, senior director, partnership marketing, Major League Soccer and Soccer United Marketing. He added that events like the World Cup are long-term — the event occurs once every four years — so planning in advance is essential.

One way to keep up audience interest is through online and mobile efforts, said Peter Blacker, Telemundo executive vice president, digital media and emerging businesses.

“The key to this is, you have to aggregate the audience,” Blacker said. “To get the audience aggregated, you need to be able to have as much content on as many platforms as possible.” That means in addition to airing events on traditional TV, also using other platforms like mobile and online to deliver content and information before and after the event, he said.