With about 100 days until the World Cup, Telemundo is making its pitch to viewers.
Today, Telemundo, the exclusive Spanish-language home of the tournament in the U.S., revealed details of its extensive coverage plans for the upcoming World Cup taking place in the United States, Mexico, and Canada, including the launch of a new marketing campaign aimed at bringing fans together.
Speaking with ADWEEK, Joaquin Duro, evp of sports and head of streaming, Telemundo, said there would be more than 700 hours of programming, including a live presence at all 104 matches, dedicated daily shows, and an extensive digital footprint. In addition, every match will stream live on Peacock and the Telemundo app.
Duro noted that Telemundo was aiming to be ambitious with its coverage plans, which had been more than two years in the making, with the network bringing live programming from 8 a.m. to 1 a.m. daily to show matches and provide additional shoulder programming.
“Every single product or every single type of content, from podcasts to free channels to DTC to shows to documentaries to news, entertainment, sports,” Duro said. “We’re covering everything from a multi-platform and multi-format approach.”
Kicking off a new campaign
To further reach fans, Telemundo is celebrating the release of its official World Cup song, “Somos Más,” and a new phase of its marketing campaign, “Y Tú, ¿Con Quién Lo Vas a Ver?” (“Who Will You Watch It With?”).
ADWEEK has the exclusive first look at the campaign’s 60-second ad here:
Unlike Telemundo’s recent Super Bowl spot, which focused on reaching general audiences with the help of Sofia Vergara and Owen Wilson, Duro said the latest campaign focuses more on Telemundo’s core Spanish-speaking audience.
The new campaign, which showcases a man going to great lengths to track down his friend, is Telemundo’s way of inviting viewers to watch the World Cup together.
“Hopefully, we can unite all of us,” Duro said. “Regardless of nationality or the color of your skin, we can think of, who are you going to watch it with? Who are you going to enjoy this with? Because nobody enjoys the World Cup alone.”
And Telemundo is bringing plenty of programming to keep viewers occupied.
The programming game plan
Among Telemundo’s broadcasts, the company will showcase a daily kickoff show, Hoy en el Mundial, which will preview the action. Other shows include Vive el Mundial, which will connect viewers with on-site talent, and Pasión Mundial, which serves as a bridge across the day’s schedule.
