Univision Nearing World Cup Sell OutLess than 10% of inventory remains; ESPN expected to update sales soon 3/16/2010 08:47:53 PM Eastern
Communications is nearing the final stretch of its 2010 FIFA World Cup
efforts. "We are past 90% in sales," said David Lawenda, president
sales, commenting on the month long global soccer competition, which
June 11 in host nation South
would not cite the cost of an individual spot in the game since the
sold in strips across the company's three outlets, which include
networks Univision and Telefutura and cable channel Galavision. The
also being streamed live online.
has been enormous interest in World Cup. It is a big event, but it's a
sell given the economy," Lawenda said. "However, we are excited about where we are at this point."
has also had to sell against other major sports events this year,
Universal's Olympic Games and CBS' Super Bowl and NCAA basketball
agencies say the most valuable advertising opportunities are in-game, and
limited with soccer coverage, which involves near-constant action and
single half-time break.
broadcaster has deals with Coca-Cola Co., Verizon, T-Mobile, Budweiser
McDonalds. Other sponsors are expected to reveal their involvement in
sales team began selling the event soon after NBC closed its Beijing
back in mid-2008. By last June, sales stood at 65%.
the Univision sales team is looking at the home stretch on a national
Lawenda says there is a little more opportunity on the local level.
has 64 owned-and-operated stations.
Univision is not discussing ad revenue at this stage, the 2006 FIFA
netted Univision in the region of $180 million, according to reports.
Hispanic-targeted media giant spent about $325 million for U.S. for the
2010 and 2014 World Cups. The company bid alongside Walt Disney Co.,
$100 million on English-language rights over the same period.
execs say they are prepping an announcement about sponsor involvement in
side of the business.
are very pleased with the interest we've had from advertisers for the
and will be making an announcement of sponsor involvement shortly," said sales chief Ed
World Cup attracts a much bigger global audience than than Super Bowl, though
potential U.S. viewership is expected to be
between 50 million to 60 million people. By comparison, CBS's Super Bowl
a record 106 million viewers in February.