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).
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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?
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| ATHLETE |
%
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| Angels 1B Albert Pujols |
11.3%
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| FC Barcelona F Lionel Messi |
3.5%
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| Yankees 3B Alex Rodriguez |
3.5%
|
| Giants WR Victor Cruz |
3.0%
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| Manchester United F Javier Hernandez |
2.6%
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| Retired boxer Oscar de la Hoya |
2.6%
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| 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%
|
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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).
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Top Advertisers Across All Nationally-Televised Sports Programming
On U.S. Spanish-Language Networks From Jan.1-June 30
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| PARENT COMPANY |
AD SPEND
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| SABMiller |
$13.03M
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| Toyota |
$9.95M
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| Deutsche Telekom |
$8.88M
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| McDonald's |
$8.26M
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| Allstate |
$6.99M
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| Verizon |
$6.79M
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| Anheuser-Busch InBev |
$6.77M
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| State Farm |
$6.44M
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| Home Depot |
$6.38M
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| Volkswagen |
$5.99M
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| Dish Network |
$5.34M
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| Sprint Nextel |
$5.21M
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| Procter & Gamble |
$5.05M
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| Lowe's |
$4.87M
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| AT&T |
$4.63M
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| GM |
$4.48M
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| Hyundai |
$4.47M
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| Crown Imports |
$4.32M
|
| L'Arche Holding |
$4.25M
|
| Fiat |
$4.22M
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