How digital media can tap into the frenetic soccer advertising market

Media and advertising stakeholders told Portada that media agencies are increasingly interested in sports/soccer-related sites and entertainment/celebrity-style content around soccer matches, soccer player matches, and surrounding areas. It is said that there is As the United States enters a pivotal year for sports, with the world’s largest and globally recognized soccer event (Copa America) scheduled to take place in the summer of 2024 and the Soccer World Cup scheduled to be held in the United States in 2026, Demand for soccer advertising is increasing. The Messi effect is also helping.

Canela Media-Marca: The value of foreign soccer sites to U.S. viewers.

The agreement to exclusively represent Marca in the US market gives Canela Media a major soccer advertising asset to sell. Additionally, Canela Media will continue to be the soccer media company’s exclusive advertising sales agent in the United States. soccer site Because U.S. Hispanic soccer viewers often follow foreign leagues, their primary soccer news source is often foreign sports digital assets. These include one owned by Spain’s Unidad company. marca; as.com, Owned by Spain’s Grupo Prisa, mediotiempo.com, owned by Mexican media conglomerate Grupo Multimedios. These three sites have huge US-based audiences that dwarf the audiences of the sites of important broadcast and streaming rights holders, including: television university and telemundo.
The distributorship for Marca and other Unidad editorial sites was originally held by Jaime del Toro’s Hispanic Exchange, which was acquired by Numatec last year. Typically, digital asset owners seek sales revenue guarantees from their exclusive sales agents, but less than a year after selling to Marca, he says Numatec may not meet this sales guarantee. there is. With Marca’s U.S. relaunch as a distributor looming in his 2024 year, Canela Media jumped at the opportunity. The agency agreement also increases the attractiveness of minority shareholder Canela Media to potential buyers.

FúTBOL: A deep dive into soccer as a key passion point that draws audiences into multicultural America discussed by scott decker HP, North American Media Strategy Planning Lead and Emma Velez-Lopez, Senior Manager, Metro Brands and Advertising, T-Mobile Portada will host the Marketing in Multicultural America Summit on March 5th at the Rams Club in New York City.

Soccer Advertising: How big is the U.S. soccer digital advertising market?

With properties such as As, Marca and Mediotiempo already selling for more than USD 10 million per year and increasing media buyer interest in soccer real estate, the US digital soccer advertising market is attractive for digital sports real estate owners. This is becoming a great opportunity. Portada said the open web digital advertising market targeting Hispanics (excluding social, search and retail media) he expects to reach US$1.36 billion in 2024. It’s no exaggeration to say that at least 10% of that amount will go to soccer-related advertising.

Soccer remains a sport that primarily targets a multicultural audience, as brands often have challenges finding a large enough audience outside of the Hispanic market. But soccer real estate companies, which have traditionally published only in Spanish, have recently added English content to their services to appeal to mainstream U.S. soccer fans. We do so because the “mainstream” CPMs (cost per 1,000 impressions) advertisers pay tend to be higher than the Hispanic CPMs, which are currently around $5 to $14 depending on viewability and other criteria. There are economic reasons for this. Furthermore, while programmatic CPM is declining, direct sales CPM is stable, insiders told Portada. This explains the need for competent sales executives to sell digital real estate.

With increased interest in soccer in the United States and major international sports tournaments being held here, Portada believes the overall US digital soccer advertising market grows to at least $300 million (This number does not include advertising via streaming or linear TV). Including TV and streaming, this number rises to over US$1 billion by 2026. By comparison, the NFL’s media partners ESPN, CBS, NBC, Fox, Amazon Prime Video and YouTube earn an estimated $5 billion to $6 billion annually from advertising in and around NFL games.