Product Integration @ Fox Sports en Español.

To help advertisers break through today’s cluttered media environment, Fox Sports en Español is offering up more innovative in-program opportunities for its advertisers. Through its partnership with PVI Virtual Media Services, the channel has developed ground breaking virtual creative that was televised during several of its live sports programming such as this year’s Copa Toyota Libertadores.

PVI’s virtual advertising technology enables advertisers on Fox Sports en Español to integrate directly into real-time sports telecasts creating an in-program advertising opportunity. The benefit to advertisers is unique media alternatives to showcase their brand resulting in high reach and recall. By advertising in-game, the message is “virtually” guaranteed to capture the lost viewers from channel surfing and the rapid growth of personal video recorders. In-program virtual signage has also achieved significant effectiveness results as several studies profess that it achieves 2 1/2 to 3 times the commercial recall in comparison to a 30 second commercial in the first position of a pod.

In addition to the traditional added value of billboard, game clock and features, advertisers on Fox Sports en Español’s sports telecasts now enjoy a seamless integration of ads within, which enhances their commercial message to consumers.

“We offer a flexible, yet innovative selection of in-program opportunities for advertiser’s brands,” stated Tom Maney, Senior Vice President of Advertising Sales for Fox Sports en Español. “These opportunities create maximum benefits to our sponsors due to their in-program placement. Over and above the placement, due to the cutting edge creative of virtual signage, you get the ‘wow’ factor which enhances recall and overall effectiveness. Our clients love it.”

In addition to Virtual Signage, Fox Sports en Español’s pre-game, halftime and post-game studio shows, for its soccer and baseball properties, create product integration opportunities that immerse a client’s brand into the fabric of the telecast. During its telecasts of the 2003 World Series, Fox Sports en Español demonstrated its product integration capabilities with Dominos Pizza during its baseball pre-game show. Pizza was delivered onto the set as anchors gave a direct call to action for viewers to order a pizza in time to watch the game.

The channel has also inked a new partnership with on-line leader Yahoo! en español. The combination of on-air and on-line sponsorships offers advertisers the opportunity to combine the two mediums and offer incremental values to both the television and on-line strategies.

“In today’s cluttered media environment, advertisers are faced with the difficult challenge of making their message stand out from the crowd, to reach their target consumer. We offer our clients the opportunity to break through the clutter, to connect their brand with the heart and mind of their consumers,” stated Maney.