Michelle Castillo writes for Adweek: So what if the U.S. is in the World Cup’s “Group of Death” and has to win against Germany, Portugal and Ghana to make it to the next round? Advertisers aren’t shying away. If anything, they’re introducing themselves to a global audience, notably Hispanic fans.
Ahead of the 31-day sports spectacle, which starts on June 12, Spanish-language broadcaster Univision has seen a doubling of digital ad spend on its properties compared to the last World Cup. On the homepage of the U.S. National Soccer Team, a Chips Ahoy ad is running in Spanish. And, Sporting News Media chief revenue officer Rich Routman said that approximately 40 percent of brands interested in advertising on International soccer portal Goal.com want their message to specifically reach Hispanic eyeballs. “If the U.S. gets knocked out early, this becomes a very multicultural and Hispanic proposition,” said Routman.