Fox Sports en Español Upfront 2006-2007.

Hosting its sixth upfront presentation in New York at the Hard Rock Café Fox Sports en Español is looking to capture an even greater share of viewers and advertisers in BY’07. Buoyed in great part by the steady migration of Hispanic viewers to cable from broadcast, the all-sports Spanish-language cable network boasts an unparalleled distribution footprint, consistently high ratings, exclusive live sports, news and original programming, and multiple media content platforms that are uniquely attractive to advertisers looking to truly engage consumers. Today, ten year-old Fox Sports en Español is not only the most dominant sports brand in Spanish-language television but also remains by far the most widely distributed and most-watched Spanish-language sports cable network in the U.S., and only one of two Hispanic cable networks fully measured by Nielsen.

“At a time when fledgling Hispanic cable networks are still trying to find their place amidst the upfront frenzy and established broadcast networks are hoping to capture a greater share of the coveted 18-49 male demo via promises of increased sports programming, Fox Sports en Español’s positioning as the content brand of choice among Latino sports enthusiasts has never been stronger,” said David Sternberg, executive vice president and general manager, Fox Sports en Español.

Broadcast’s Share of Viewing Erodes, Cable Penetration Grows Steadily

Despite being one of the glaring omissions from this upfront season’s “hot issue” dialogue, Hispanic cable’s share of viewing continues to increase steadily at a time when broadcast’s once unquestioned domination of the marketplace is beginning to show signs of erosion. Hispanic cable’s current 14 and 11 percent share of viewing among males 18-49 and adults 18-49, respectively, represents a whopping 100 percent increase dating back to BY’04. Conversely, broadcast’s total Hispanic reach for the same demos during the same period has declined to less than 90 percent. (Source: NHTI BY’04, BY’05, BY06 Q4′-05-Q106 total day M-Sun 6a-6a, AD 18-49 and M18-49)

“Of course we’re bullish – who wouldn’t be in our position?” said Tom Maney, Fox Sports en Español’s senior vice president of advertising sales. “This is precisely the story that the bigger fish aren’t telling advertisers.”

For Fox Sports en Español, broadcast’s decline represents more than just a potential increase in its viewer universe. With nearly two-thirds of its distribution via digital cable or satellite – largely made up of the most upscale and technologically savvy males 18-49 in all of Spanish-language television that represent a prime buying target for brands – now more than ever, the all-sports net finds itself amidst a captive audience of advertisers that recognize that broadcast is no longer the silver bullet for reaching their most prized demo.
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“Advertisers are finding themselves reexamining their approach and will likely reduce their spends on broadcast to make way for less traditional solutions across cable, interactive, print, mobile and other alternative content distribution platforms, thereby finally redirecting their efforts away from the traditional tendency to count the people they reach and instead zero in on the people that really count,” Maney added.

Robust Distribution Footprint Gets Even Stronger

Having surpassed the four million Hispanic household mark, a promise the network made to advertisers during last year’s upfront, Fox Sports en Español is now in a total of 8.3 million homes overall, and added approximately 850,000 new households over the past year alone. Recording an 18 percent increase in distribution in the top 10 Hispanic DMAs over CY 2004, Fox Sports en Español remains the most widely distributed Spanish-language all-sports cable network. While New York, Miami/Fort Lauderdale, Houston, Dallas/Fort Worth, and Phoenix represented its most significant distribution growth drivers a year ago, in CY05 the network not only went on to protect, and in most cases also strengthen, its leadership in those traditionally strong markets but also continued to bolster its category-leading distribution footprint in BY05 with strong gains in Los Angeles (+31%), Chicago (+94%), San Francisco/San Jose (+125%), Albuquerque/Santa Fe (+164%), and San Diego (+117%). (Source: Nielsen FSE Receiveability Report Feb’06 vs. Feb’05)

Further expanding its distribution footprint, effective in June, Fox Sports en Español will acquire more than two million subscribers through a landmark deal with DirecTV. Catapulting its total reach to more than 10.3 million households, Fox Sports en Espanol is expected to kick off BY’07 with no less than 4.5 million Hispanic subscribers.

Undisputed Spanish-Language Cable Destination for Men 18-49

Fox Sports en Español continues to reign supreme among advertisers as the most cost effective, targeted vehicle for reaching the coveted 18-49 male demographic. According to Nielsen Media Research, dating back to Q4’05 the network delivered 14 of the 20 highest-rated sports programs in all of Spanish-language cable among men 18-49; and nabbed 13 of the top 20 among adults 18-49. Notably, among men 18-49, Fox Sports en Español’s top 20 highest-rated shows out-delivered Telefutura and Galavision 19 of 20 times.

The Best in Sports News and Original Programming

Offering unrivaled, in-depth coverage of the most important Latino sports news and events from around the globe, this August Fox Sports en Español will introduce a second weekly live edition of its flagship interactive sports talk show “Jorge Ramos ¡En Vivo!” Complementing its groundbreaking Monday night edition, this second one-hour installment will air on Friday nights and will combine the viewer call-in, email and online interaction features that have made the program immensely popular among soccer enthusiasts since its launch last fall.

“Diario Fox Sports,” “Fox Sports Noticias,” and “Fox Gol Mexico” will return to the center of Fox Sports en Español’s daily programming lineup, as will call-in show “Palabra del Deporte,” to offer viewers the very best in nightly sports news in their language from around the globe. Presented by DHL and making its fourth appearance in January 2007, Premios Fox Sports, the network’s annual sports award show is the first show of its kind to celebrate the contributions and accomplishments of U.S. Hispanic and Latin American athletes, both on and off the field.

Produced in Miami Beach, Florida, Premios Fox Sports is transmitted to more than 27.6 million households across the United States and Latin America.

Exclusive Year-Round Coverage of the Most Elite Soccer Tournaments

Once the World Cup has come and gone, Fox Sports en Español will again be the only Spanish-language network to offer exclusive coverage of as many as four of the biggest elite sporting events, including the most prestigious and highest-rated international club level soccer tournaments from Latin America. Resuming with the quarterfinals of ratings powerhouse Copa Toyota Libertadores, Fox Sports en Español will continue to deliver the best year-round soccer coverage with the return of the highly anticipated Copa Nissan Sudamericana, the Liga Mexicana, the year-end FIFA Club World Cup in December, and both InterLiga and the CONCACAF Copa de Campeones during the first half of BY’07.

Additional first-class soccer programming includes the Torneo de Verano and Recopa, as well as coverage of the Mexican Primera A, Argentine, Italian Serie A and English Premier Leagues.

Much More than Soccer

Fox Sports en Español’s BY’07programming line-up includes much more than soccer. Starting with the Major League Baseball All-Star Game in the summer of 2006, Fox Sports en Español continues its in-depth of coverage of America’s favorite pastime by bringing its viewers closer to the excitement of the Divisional playoffs, League Championships and the World Series.

The network also will continue to pack a punch with its weekly boxing competitions “Cinturon de Oro” and “Boxeo de Campeones,” which feature professional fighters from throughout the United States and Spanish-speaking Americas.

Estrellas de Poker, the only poker program in Spanish-language television is expected to return to Fox Sports en Espanol for a second season.

Multiple Content Platforms Make Way for Unique Consumer Engagement

The combination of the network’s strengths across distribution, ratings, and exclusive live sports content uniquely position Fox Sports en Español to deliver advertisers the most cost effective an integrated consumer engagement solutions across multiple content platforms. With a mobile partnership with Proteus, a ten-hour monthly VOD deal with Comcast, a new Internet home at fse.tv, the high-quality Fox Sports en Español magazine with a robust distribution of 750,000, and various broadband initiatives in the works, multiple platform engagement is less the future of Fox Sports en Español and more than ever a reality that advertisers can take full advantage of today.

Added Maney: “Fortunately for Fox Sports en Español, sports remains the only category that consumers are used to consuming across multiple content platforms. And with more hours of live and exclusive sports programming than any other Spanish-language network, the deepest distribution, and the best technology, the possibilities for engaging consumers wherever they may be are endless.”