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Brands that didn’t buy into Copa América coverage will have to watch the tournament final from home like any team not from Argentina or Colombia: Ad space is officially sold out.
Conmebol’s first Copa América in the United States since 2016 has been a massive success for TelevisaUnivision, whose live sports coverage currently accounts for 19 of the top 20 Spanish-language programs aired in the U.S. during 2024. Since the tournament started on June 20, TelevisaUnivision has been the No. 1 network in primetime in any language, according to the company.
Overall, Copa matches have accounted for 8 of the year’s top 10 Spanish-language telecasts.
Among the highlights, Mexico’s draw with Ecuador on June 30 attracted 3 million total viewers. Though Mexico was eliminated in the group stage, it averaged more than 2 million viewers for Univision during its run.
Additionally, Lionel Messi-led Argentina’s win over Canada in the semifinal drew 1.17 million viewers, while his Barcelona/Inter Miami teammate Luis Suarez and Uruguay’s loss to Colombia brought 1.3 million. Even the quarterfinals averaged 1 million viewers, led by the 1.4 million who saw Argentina defeat Ecuador.
TelevisaUnivision’s Copa América coverage through the semifinals was seen by 44% more people than its 2021 Copa coverage, and by an audience 23% greater than Fox managed this year for the same tournament.
Along the way, TelevisaUnivision’s Asi Studios branded content branch helped Copa sponsor Mastercard create an ad featuring former Mexican national team player Hector Herrera and Ted Lasso actor Cristo Fernandez subbing in for a local business owner. It also worked with Verizon on a fan-centered social ad during Mexico’s 1-0 loss to Venezuela in Los Angeles.
ADWEEK spoke with John Kozack, TelevisaUnivision’s evp of multimedia sales, about putting up big numbers in big moments and harnessing the power of a growing fanbase in sports marketing.
ADWEEK: TelevisaUnivision is wrapping up both its Copa América and Euro coverage this weekend. How have the two tournaments worked out for the company concurrently?
Kozack: We are the home of soccer. Over the last month, what we’ve seen in the results have just reinforced it between Copa América and UEFA Euro Championships.
It’s been unbelievable for us. We have dream matchups: Three out of the four teams [in the Copa semifinals] were Spanish-speaking countries, so it couldn’t have gone better with Colombia and Argentina playing in the final on Sunday. This could be Messi’s last soccer tournament for the national team, so this is going to do blockbuster ratings for us. On Sunday, we have the UEFA Euro Championship, and then we go right into Copa América.