UNIVISION and MLS

[tobycharles]

Somewhat lost in the SUM press release on the selection of ABC/ESPN and Univision as FIFA's broadcast partners for 2010 and 2014 was Garber's quote saying the following:

"...and once again becoming part of the Univision family."

I doubt Garber would have mentioned Univision in the release if there wasn't something brewing on this front which is only good news for MLS given Univision's dominance and credibility with the U.S. Hispanic audience. I bet there will be some interesting MLS and SUM announcements on this front in the not too distant future.

[anderson]

I agree. The Univision aspect of is very good news for MLS. Univision has three channels and several shows that could help increase MLS's visibility in that market. Some of those shows, like Republica Deportiva, already interview MLS players from time to time, so increasing the MLS coverage wouldn't be an outrageous leap.

It's also worth noting that the announcers on Univision are not the same as the last time that MLS was on that network. Our gripes about the announcers from back then probably wouldn't apply now. Pablo Ramirez, for example, has his quirks, but I just don't see him running down the product.

[capitalist]

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I'd love to see MLS on Univision. I never understood why they didn't pick up MLS games basically for free all these years.

[DAGSports]

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I'd love to see MLS on Univision. I never understood why they didn't pick up MLS games basically for free all these years.
I'd say very little about MLS was attractive. Until Chivas USA arrived, there wasn't much for Mexican-Americans to hook onto, which is Univision's main demographic in most markets (NYC somewhat being an exception). Add in that Univision already had the rights to most of the best Liga Mexicana games and there really wasn't a particular need for Univision to carry MLS unless SUM wanted to buy airtime (seeing as Telemundo bought the US and Mexican Nats from SUM so bartering wasn't an option).

[monster]

IIRC, didn't a lot have to do with their insistence at only showing 1 p.m. Sunday matches?

[AndyMead]

IIRC, didn't a lot have to do with their insistence at only showing 1 p.m. Sunday matches?

That's what I recall, too.

[dmike]

I'd say very little about MLS was attractive. Until Chivas USA arrived, there wasn't much for Mexican-Americans to hook onto, which is Univision's main demographic in most markets (NYC somewhat being an exception). Add in that Univision already had the rights to most of the best Liga Mexicana games and there really wasn't a particular need for Univision to carry MLS unless SUM wanted to buy airtime (seeing as Telemundo bought the US and Mexican Nats from SUM so bartering wasn't an option).

not really

Galaxy is very popular among hispanics
DCU is another team

Basically if Univision picks up MLS games they should stick to showing local games.

[joebloe888]

The Univision that MLS dealt with in 1996 is NOT the same Univision that exists now.

Univision used to run just 1 broadcast network and 1 analog cable network.

Univision now has 2 broadcast networks, 1 analog cable network, and a whole bunch of digital cable networks.

Look for Univision to offer MLS revenue-sharing of some kind for bartered time on Galavision (analog cable) with big games possibly on Telefutura (broadcast).

I can't see MLS getting ANY time on the flagship Univision network unless MLS is willing to pay for the time.

[tab5g]

The Univision that MLS dealt with in 1996 is NOT the same Univision that exists now.

Univision used to run just 1 broadcast network and 1 analog cable network.

Univision now has 2 broadcast networks, 1 analog cable network, and a whole bunch of digital cable networks.

Look for Univision to offer MLS revenue-sharing of some kind for bartered time on Galavision (analog cable) with big games possibly on Telefutura (broadcast).

can you define "big games" in your context, please?

is it similar in a sense to the games ABC has carried in broadcast (opener, all-star, final), or is it some different measure?

if Telefutura (broadcast) is the carrier for some MLS regular season games in the coming seasons, that will be a big step (not as big as if MLS had a Univision timeslot, but still a broadcast improvement none the less).

will these national (or will they only be local?) spanish language broadcasts be games in a designated, set timeslot, and/or will they be limited to featuring certain teams (Galaxy, Chivas, Denver, Dallas, Chicago, Metros, DC)? it is difficult to say, but with only 6 games to choose from in a typical week, i don't think a Univision/Telefutura deal could be based on only picking up what Univision Inc deems as big games.

Additionally, the Galavision option doesn't seem like it would benefit either party. I view it as something comparable to HDnet's or FSE coverage of league matches: it is nice to have, but it isn't doing much to expose the league to potential viewers or help the particular cable networks gain audience penetration or system carriage.

keep in mind, that as Univision has changed since 1996, so has MLS. both parties are dealing with different/bigger animals at this point.

I can't see MLS getting ANY time on the flagship Univision network unless MLS is willing to pay for the time.

Again, has anyone seen the particular details from the Fifa WC rights agreement, and how that deal may stipulate or encorage specific kinds of MLS game coverage?

[joebloe888]

keep in mind, that as Univision has changed since 1996, so has MLS. both parties are dealing with different/bigger animals at this point.


Not exactly.

MLS TV ratings steadily declined from 1996 until it bottomed out in 2001 and remained relatively flat (except for the 20% "Freddy Adu" bump in 2004) since then.

The ONLY thing that has really changed to make MLS more viable as a TV product: the proliferation of sports and entertainment TV channels that are chasing the same 18-35 male demographic. Ratings expectations in 2005-2006 are lower than ratings expectations in 1996.

Some TV networks are now willing to bid millions of dollars for products that only rate an average of 0.2% of total audience. That wasn't the case even 5 years ago.

[tab5g]

Not exactly.

MLS TV ratings steadily declined from 1996 until it bottomed out and remained relatively flat (except for the 20% "Freddy Adu" bump in 2004) since then.

The ONLY thing that has really changed to make MLS more viable as a TV product: the proliferation of sports and entertainment TV channels that are chasing the same 18-35 male demographic. Ratings expectations in 2005-2006 are lower than ratings expectations in 1996.

Some TV networks are now willing to bid millions of dollars for products that only rate an average of 0.2% of total audience. That wasn't the case even 5 years ago.

i agree, MLS is now a different animal than it was in '96 because it is a known commodity (however relatively well-known is not really the issue) and the sports tv marketplace has changed, as you noted.

basic changes from '96 are (if Univision is looking at this from a local market standpoint) the addition of Chicago and a second LA-based team (although supposedly they have a wide-reaching fan base) to the league. and, are more cities with large hispanic populations on the way to joining MLS in the near future (certainly during the period of the TV contract)?

additionally, the 2002WC performance of the USMNT (utilizing several MLS players) and the significant ratings their games earned on both english and spanish-language networks, has given MLS more weight than they had as a start-up league coming off of hosting and doing ok in the '94 WC. so Univision and Disney on their own have a case for being more interested in MLS in '06 and beyond than in '96. although, you do cite the stagnant MLS ratings (but in a changing sports tv landscape, even stagnant ratings can be a better result than other leagues and sports are achieving).

lastly, it appears FIFA, and the executive committee actions reportedly led by Chuck Blazer, have given MLS extra push/weight in terms of negotiations for broadcasts of domestic league matches.

it will be interesting to see how this all unfolds.

[AndyMead]

Some TV networks are now willing to bid millions of dollars for products that only rate an average of 0.2% of total audience. That wasn't the case even 5 years ago.

When everybody else is drowning, sometimes just treading water is a success.

[anderson]

IIRC, didn't a lot have to do with their insistence at only showing 1 p.m. Sunday matches?I've never understood why they couldn't run one of the Saturday night games on tape delay on Sunday at 1:00 pm ET. Tape delay games are fairly common on the Spanish-language nets, and it's not like most of the potential Sunday vieweship for a 1:00 pm game would be browsing MLSnet.com or BS for the latest scores on Saturday night.

[Autogolazo]

Look at what a current Liga Mexicana de Futbol weekend is on the Univision family of channels:

This past wknd.:
Sat.
Toluca-Atlante 4PM EST on Galavision
Monterrey-Veracruz 6PM EST on Galavision
Atlas-Chivas 10PM EST on Telefutura (this station also shows the Chivas home games, generally at 8PM)
Sun.
Pumas-Atlante 1PM on Univision
America-Cruz Azul 6PM on Telefutura

*Galavision also frequently features Necaxa home games late nights on Saturday. This means that, for any given weekend, 5-6 of the 9 total LMF games are shown in the US on the Univision family of channels. FSWE and Azteca America show the rest.

The only Univision game is Sunday at 1PM, designed to follow the 2-hour Republica Deportiva.

Now--where could MLS fit into this scheme? Probably on Telefutura on Saturday nights. The point is that Galavision and Telefutura seem to have flexibility built into what they show on those nights, and often show double or sometimes triple-headers, with the late game delayed.

If one live MLS game a week could be wedged into that schedule, I think LMF fans who are already sitting down, watching the games and having a beer might be more easily convinced to watch MLS if they didn't have to change the channel and more Mexican futbol was coming on right afterward.

[riverplate]

If one live MLS game a week could be wedged into that schedule, I think LMF fans who are already sitting down, watching the games and having a beer might be more easily convinced to watch MLS if they didn't have to change the channel and more Mexican futbol was coming on right afterward.

First of all, with the glut of Mexican games on during Saturday evenings, chances are MLS will have to compete pretty often with Mexican futbol.

Given the choice between a Mexican game or an MLS game, do you seriously believe the MLS game will win out over the Liga Mexicana game to the fanaticos who actually care about the Mexican league? They'll change the channel so fast it won't even be funny.

Secondly, this is going to turn out to more than Telefutura vs. Galavision if MLS and Mexican league games are competing against one another.

Azteca America is going to become much more of a presence in the coming years, so even if Univision manages to avoid having MLS and Mexican games on their networks at the same time, there will be Azteca showing their many games in competition with MLS.

Good luck.

[anderson]

Given the choice between a Mexican game or an MLS game, do you seriously believe the MLS game will win out over the Liga Mexicana game to the fanaticos who actually care about the Mexican league? They'll change the channel so fast it won't even be funny.I think it depends on who's playing. If you're a Chivas fan and Chivas' MFL game is on earlier or on Sunday, then you may be more interested in the MLS game featuring Chivas USA than the MFL game featuring Tecos x Jaguares. (Same may go for America fans if Televisa, which also has an equity stake in Univision, ever buys into MLS.)

[dmike]

I think it depends on who's playing. If you're a Chivas fan and Chivas' MFL game is on earlier or on Sunday, then you may be more interested in the MLS game featuring Chivas USA than the MFL game featuring Tecos x Jaguares. (Same may go for America fans if Televisa, which also has an equity stake in Univision, ever buys into MLS.)

exactly... I highly doubt anyone is gonna sit on their ass on saturday and sunday to watch EVERY single game made avalilable by Univision,Azteca America,Telefutura and Galavision. If your a Americanista living in LA your not gonna waste time watching Tecos vs San Luis. Your gonna stick to your club and watch other "important games" that may involved your rivals come time. It doesnt mean your gonna watch ChivasUSA or Galaxy though. BUT Galaxy has done a great job reaching out to the hispanic crowd during the past years. I have no doubt they will find ways to make people watch again.

This new deals mean new marketing and a new approach toward the league. I don't know whats gonna evolve toward the 07 season. Its obvious Univision and ESPN are gonna change MLS toward the future though.

[riverplate]

So when was the last time any of you bothered not watching an "unimportant" MLS game and decided to switch over to a Mexican game instead?

How about NEVER.

What makes you think a Liga Mexicana fan is different?

[monster]

So MLS needs to not schedule games when there might be baseball, NFL, college footbal, NBA, EPL, FMF and U-8 matches that people might find more interesting. Right?

[anderson]

So when was the last time any of you bothered not watching an "unimportant" MLS game and decided to switch over to a Mexican game instead?

How about NEVER.

What makes you think a Liga Mexicana fan is different?Well, I have. I happen to be a fan of both leagues. But that's not really very important.

The point is that fans of Chivas (and maybe eventually America) may be more interested in watching the Chivas MLS game than a random MFL game. Maybe, maybe not. But it's not a comparison between a game in MLS generally to a game in the MFL generally. It's a comparison between a game involving a team in MLS in which many fans may have more interest (e.g., Chivas USA, or maybe LAG, or eventually America MLS) and a game involving teams in the MFL in which those fans may have less interest.