The Spanish Super Bowl Broadcast: Run With It
The Spanish Super Bowl broadcast will be a touchdown for brands, but advertisers will have to go through the motions and do it right! In fact they should take a page from what marketing veterans (and fortunately both good friends and ex-clients of mine) Marissa Solis and Javier Farfán have diligently done on behalf of the NFL brand itself! They have truly tapped into culture to develop relevant and ingenious storytelling approaches. Their 'Run With It' inspirational spot featuring flag football star Diana Flores (yes the article title is my humble homage to it) was so well received that it earned a second-place finish in last year’s USA TODAY Ad Meter ratings with a score of 6.38.
The partnership between TelevisaUnivision, CBS and the NFL to broadcast the Super Bowl in Spanish presents a significant opportunity for brands to connect with Spanish-speaking audiences.
And here's why:
Expanded Reach: With TelevisaUnivision's larger platform, the Super Bowl will reach more Spanish-speaking viewers than ever before. This expanded reach provides brands with a unique opportunity to engage with a demographic that is traditionally underserved during major main stream events like the Super Bowl.
Cultural Relevance: Marketing efforts that resonate with Spanish-speaking audiences are more likely to succeed if they understand the cultural nuances and preferences of this demographic. Brands should consider crafting messages that reflect the values, interests and cultural references that are relevant to Spanish-speaking communities.
Increased Engagement: Spanish-speaking audiences are likely to be highly engaged with the Super Bowl broadcast, especially given the partnership between these major media players and brands that effectively leverage this heightened engagement can maximise the impact of their marketing efforts.
To score highly with Spanish-speaking audiences during the Super Bowl, brands should consider the following elements:
Language and Cultural Sensitivity: Ensure that marketing messages are not only translated accurately but also culturally relevant and sensitive to the Spanish-speaking audience.
Inclusive Representation: Feature diverse talent and portrayals in advertisements that reflect the diversity within Spanish-speaking communities.
Authentic Storytelling: Tell authentic stories that resonate with the experiences, values and aspirations of Spanish-speaking audiences.
Digital and Social Media Integration: Extend marketing efforts beyond traditional television ads by leveraging digital and social media platforms popular among Spanish-speaking audiences.
Community Engagement: Engage with Spanish-speaking communities through partnerships, events and initiatives that demonstrate a commitment to their interests and well-being.
The increased Spanish-language viewership of the Super Bowl signals a growing recognition of the importance of diverse audiences in American media and culture. For marketers, this presents an opportunity to tap into a demographic that is often overlooked but holds significant purchasing power and influence. By investing in strategies to effectively reach and engage Spanish-speaking audiences, brands can not only drive business results but also demonstrate their commitment to diversity and inclusion.
Yes, the Spanish Super Bowl broadcast can indeed be a touchdown for brands, presenting a prime opportunity to connect with Spanish-speaking audiences in meaningful and impactful ways. By crafting culturally relevant and compelling ads, brands can enhance their visibility, recognition, and engagement among Spanish-speaking consumers, ultimately driving business results and fostering long-term brand loyalty. This is a unique opportunity for brands to up their game, score big and leave a lasting impression on Spanish-speaking viewers during and way beyond this iconic event.
