Observed Signal · Sep 4, 2026 · Interview · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Marketing Strategy Market: Telemundo Retains World Cup Fans via Culture-First Marketing
Telemundo's EVP of Marketing and Creative, Claudia Chagui, discusses the network's 2026 FIFA World Cup marketing strategy. One in two World Cup viewers watched Spanish-language coverage on Telemundo, reaching beyond its core Hispanic audience. The 'protect and attract' strategy aimed to retain existing soccer fans while attracting English-leaning Hispanics through cultural authenticity and 'FOMO'. Marketing spanned TV, social, and digital, complemented by creator partnerships and experiential activations. Telemundo cross-promoted its upcoming shows on Peacock, achieving brand lifts, and now focuses on retaining those new audiences. The strategy emphasizes cultural relevance over language, with authentic storytelling as a key driver.
Insight into a major broadcaster's marketing strategy for a global event, relevant to marketing and media planning, but not a breaking news event.
Wichtigste Kernpunkte & Evidenz
- Telemundo's Spanish-language broadcasts attracted one out of every two US World Cup viewers.
- Claudia Chagui is EVP of Marketing and Creative at Telemundo.
- Telemundo used a 'protect and attract' strategy to retain core fans and attract English-leaning Hispanics.
- Telemundo planned its social media strategy for the World Cup over two years in advance.
- Telemundo cross-promoted its shows on Peacock, resulting in brand lifts for those properties.
Verknüpfte Unternehmen
3 verknüpfte UnternehmenFOX
US-Medienunternehmen mit einer Reichweite über Broadcast, Streaming, Publishing und Werbevermarktung.
“Fox has the English-language rights to the World Cup....”
Peacock
Hybride Premium-Streaming-Plattform, die Reichweitenaggregation über abonnement- und werbebasierte Erlösströme sowie programmatische Premium-Inventar-Monetarisierung realisiert.
“We worked very closely with our partners at Peacock to make sure that both Telemundo and Peacock properties that were coming up post-World C...”
Telemundo
US-amerikanischer spanischsprachiger Broadcaster und Digital-Media-Owner, der Premium-Inhalte und reichweitenstarke Werbemarktplätze für die spanischsprachige Zielgruppe in den USA bereitstellt.
“Telemundo's Spanish-language broadcasts attracted one out of every two US World Cup viewers....”
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