SBD/September 18, 2012/Research and Ratings

Sports Execs Would Choose Albert Pujols To Target U.S. Hispanics In Marketing Campaign

Sports execs say that Angels 1B Albert Pujols is the athlete they would most likely pick to represent their brand if they wanted to target U.S.-based Hispanics and endorsement fees were not an issue, according to a Turnkey Sports Poll conducted in August. Just over 11% of respondents said Pujols would be the be the best athlete to target, followed by La Liga club FC Barcelona F Lionel Messi and Yankees 3B Alex Rodriguez, both at 3.5% (Turnkey Sports).

If you represented a brand that wanted to target U.S.-based Hispanics and endorsement fees were not an issue, what athlete would you pick?
ATHLETE
%
Angels 1B Albert Pujols
11.3%
FC Barcelona F Lionel Messi
3.5%
Yankees 3B Alex Rodriguez
3.5%
Giants WR Victor Cruz
3.0%
Manchester United F Javier Hernandez
2.6%
Retired boxer Oscar de la Hoya
2.6%
Red Sox DH David Ortiz
2.2%
Real Madrid F Cristiano Ronaldo
2.2%
NASCAR driver Juan Pablo Montoya
1.7%
Heat F LeBron James
1.3%
   

WHO'S BUYING? SABMiller topped all advertisers during nationally-televised sports programming on U.S. Spanish-language networks during the first half of '12, according to data from Nielsen. SABMiller spent $13.03M promoting its brands during the first six months of '12, well ahead of second-place Toyota ($9.95M). Other beer companies in the top 20 were A-B InBev, Crown Imports and L'Arche Holding (Nielsen).

Top Advertisers Across All Nationally-Televised Sports Programming
On U.S. Spanish-Language Networks From Jan.1-June 30
PARENT COMPANY
AD SPEND
SABMiller
$13.03M
Toyota
$9.95M
Deutsche Telekom
$8.88M
McDonald's
$8.26M
Allstate
$6.99M
Verizon
$6.79M
Anheuser-Busch InBev
$6.77M
State Farm
$6.44M
Home Depot
$6.38M
Volkswagen
$5.99M
Dish Network
$5.34M
Sprint Nextel
$5.21M
Procter & Gamble
$5.05M
Lowe's
$4.87M
AT&T
$4.63M
GM
$4.48M
Hyundai
$4.47M
Crown Imports
$4.32M
L'Arche Holding
$4.25M
Fiat
$4.22M
   
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