How did Copa influence the way that you approached sales and pitched potential buyers?

The approach hasn’t changed because we know we are the home of soccer. What has changed is now that we have Asi Studios, our branded content capabilities, that’s different. We haven’t done that before. We have our streaming service VIX, Asi Studios and our social creators, so we push this content out and reach everybody at scale now. That’s the difference between this year’s Copa América and our soccer versus five years ago or four years ago.

How are you able to use your Copa experience to plan for future tournaments?

These tournaments attract the entire Hispanic U.S. population. 

If you’re a fan of Colombia, you’re all in. If you’re a fan of Panama, you’re all in. Then you have the broader teams like Argentina, Brazil, of course the U.S. here, so we want to be everywhere our consumers are. You can’t just be on linear TV nor would you want to. You want to buy our content that we push out on all of our social handles, you want to buy our content on our streaming service … so it’s really about maximizing reach, and all of our advertisers get that.

The marketplace has changed and continues to be dynamic. But the good news is we have these platforms to be everywhere our audiences are, and that’s a big difference from where our company was three years ago.

As the ad sales landscape shifts and buyers weigh the merits of traditional 30- and 60-second spots against programmatic and integrated ads, TelevisaUnivision’s Copa América coverage seemed to succeed in finding a balance along that spectrum. How do you find that equilibrium?

You want to have live sports. If you’re a publisher, you need to have live sports.

We have live sports, we’re the home of soccer and our linear business is strong. It’s strong with live sports. It starts there, quite frankly. And if you look at Univision, we’re talking about Copa América in our morning show, Despierta America, and then in some of our daytime shows. It lives throughout our ecosystem. The Verizon Halftime Report—that still matters, and that’s still where you get the mass reach.

On Sunday, we have the Euro Championship—Spain versus England— at about 3 p.m. Eastern time. Then we have the Copa América on the same day at 8 p.m. What we’ve done is in between those two games, we call it a bridge show, and we’re going to host a studio show where everything about what you just saw during the Euro, and then we’re going to preview the Copa América final in primetime. We have to show that we just created to keep viewers engaged.