Commentary

Telemundo Launches Consumer Brand Campaign During World Cup Broadcast


Telemundo is airing a new consumer brand campaign during the 2018 FIFA World Cup broadcast from Russia. Its first promo — a 60-second video featuring a number of Telemundo actors, hosts and anchors — aired on Sunday, during the Mexico vs. Germany game.

This is the first year NBCUniversal’s TV network has the Spanish-language rights to broadcast the FIFA World Cup; it will hold those rights through 2026.

(Fox acquired U.S. English-language television rights for three World Cups starting with this year's tournament in Russia.)

“With all of the exciting changes happening at Telemundo, we knew it was time for an updated expression of our brand. One that stays true to our core values and sets the course for where we’re heading,” stated Karen Barroeta, senior vice president of marketing-creative at Telemundo Networks.

This is Telemundo’s first consumer-facing brand campaign since 2012.

“We wanted to keep the elements of Telemundo that our audiences love and evolve to a bolder, more modern expression that reflects what Telemundo means to viewers now,” Barroeta added.

The campaign revolves around the theme “Together Unstoppable.” Andres Cantor, the Argentine sportscaster known for his iconic, echoing “goal!” yell, makes an appearance in the 60-second promo, kicking a red and black soccer ball.

Telemundo also updated its logo, changing its 3D “T” to a flat “T” design. Telemundo worked with creative agency Red Bee and brand strategist Lee Hunt on the campaign.

Various 30- and 60-second promos will run throughout 2018 featuring Telemundo talent, such as actors in the popular telenovelas “El Señor de los Cielos” and “Sin Senos Si Hay Paraíso,” as well as Aracely Arambula, host of “Masterchef Latino.”

Later in the summer, a new graphic package will roll out, as will additional promotional spots across day-time and prime-time programming.

Telemundo says the campaign launches as the network embarks on “a number of multi-year investments in original content, infrastructure and talent — both in front and behind the cameras.” The language of the campaign “embodies Telemundo's new voice and the spirit of today’s Latino,” per the company.

The promo has Telemundo personalities saying phrases like: “Overcome your limits,” “Let your voice be heard” and “Together, we are unstoppable.”

NBCUniversal says Telemundo and cable network NBCSN have hit its collective TV advertising revenue goal for the 2018 FIFA World Cup.

TV advertising revenue for all World Cup TV networks for the month-long World Cup is expected to pull in nearly $600 million. Sponsors and advertisers include Coca-Cola, Sprint, Volkswagen, Anheuser-Busch InBev, McDonald's and Adidas.

U.S. Hispanic viewers accounted for the vast majority of soccer viewership in 2017. Hispanics accounted for 68% of soccer’s viewership during the year, compared to about 12% of viewership to all sports, according to Nielsen. 

Next story loading loading..