In a first for NBA, ABC and Ford, a Spanish-language ad (with English subtitles) aired for Ford's Escape 2013 during game four and five of the NBA finals on ABC.
"Isabella Sánchez, VP of Media Integration for Zubi Advertising, the firm that created the ad, cautiously believes airing Spanish language ads during English language programming could begin to be a trend but there are risks," writes Brian Lienas.
“It’s a gamble,” Sánchez told Lienas. “You don’t want to offend people and you want to make sure that you don’t waste impressions."
It was the first sign of how significant the Hispanic NBA fan base is becoming overall. At Hispanic Market Advisors, we have a feeling that we will see more of this.. especially, since the NBA seems to be a global-minded organization that knows quite well its market segments and how to connect with multicultural customers.