Since I’m always one to review just about anything related to sports, the article “Sports Marketing: How Media Powerhouses will cover the Olympic Games” in Portada caught my attention.
Everyone is aware of the interest of the Hispanic market in soccer, however at times it feels like the perception is that it is the only sport that Latinos in the U.S. or Latin America take any interest. In the U.S. major sports organizations such as MLB, NBA,RH/NBA, and NFL have most definitely taken notice and continue to increase their marketing efforts as well as their relationships with Hispanic media.
The Summer Olympics XXX in London are set to take place between July 27 – August 12, 2012 and according to the Portada article, major networks such as Telemundo and Univision are ready. In 2008 during the Olympic Games in Beijing Telemundo averaged 1.1 million viewers, which compared to major soccer events is very low but does show that there is interest. The fact that during the Beijing games NBC drew 2 million Hispanic viewers to their English coverage brings to light the interesting point that many Hispanics interested in the Olympic Games may not tune in to Spanish TV.
Whether due to lack of coverage or language preference this year the Olympic Games are assured to get more coverage. From Athens to Beijing, viewership increased 20% and this year with a distinct “Latin flair” the expectations are high. Unlike past years where the likes of the Vancouver Olympics competed for ad dollars with the World Cup, the XXX Summer Olympics are definitely going to be a highlight of the 2012 sports landscape.
Some estimates suggest that $1.7 billion will be lost by employers in productivity and that over 37 million workers will be participating in office pools. Not surprising is the estimate that 1.5 million people will watch games online from their desks.