Besides the Vince Lombardi trophy, there's a lot on the line this upcoming Super Bowl, which is set to take place this Sunday, February 11 in Las Vegas. And most of it doesn't even have to do with football. Much of it will be played out during the commercial breaks: according to some sources, marketers will have to pay a whopping $7 Million for a 30-second spot in the official CBS broadcast.
There is, quite simply, no other way to reach 100 million people in the U.S. in one unique broadcast. Which is why there's been another battle brewing to conquer the fastest growing minority in the U.S.: Latinos. Major brands such as Michelob and Doritos have already made their move by partnering with two of the biggest Latinos at the moment: Lionel Messi and Jenna Ortega. But that's just the tip of the iceberg.
The bigger picture involves TelevisaUnivision, the Spanish-language media giant that just last year struck a partnership with the NFL and CBS Sports to secure the Spanish-language rights to Super Bowl LVIII, and is planning to create "an unprecedented viewing experience designed for fanáticos."
As well as streaming the big event and broadcasting a pre-kickoff performance featuring Puerto Rican star Myke Towers, the move signifies an incredible opportunity for TelevisaUnivision to sell their ad inventory. And the results have already proven to be huge.
According to Ad Age, several brands made the decision to skip the CBS broadcast in favor of the budget-friendlier Univision inventory, which was priced around the low- to mid-$200,000 range per unit. These brands include powerhouses like T-Mobile, Audi of America and Nissan U.S. Besides the obvious financial implications of this strategy, this also means that all these brands will be creating spots spoken solely in Spanish.
Nissan has already dished out their 60-second commercial, starring Saturday Night Live standout Marcello Hernandez, who retells the story about his adventurous journey while test-driving the latest Nissan Pathfinder. The ad also features a cameo from regional Mexican band Grupo Frontera.
In an interview with Billboard, Nissan's Chief Marketing Office, Marisstella Marinkovic, explained that the move was a no-brainer, considering the relationship between the brand and the Latino community: "we're using the nation's biggest game day to air an in-language spot that reignites the love of Nissan among bicultural Latinos, who comprise many of our customers. From our partnership with TelevisaUnivision, to the Latino talent and the director we casted, we brought music and sports together to create a thrilling in-language and in-culture experience."
The Super Bowl is only the first event in a packed sports schedule for TelevisaUnivision in 2024. The conglomerate will also have the 48th Copa America tournament this summer, which will be hosted in the U.S., only the second time that has happened in its history.
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