ESPN Deportes has sold out of ad inventory for its Spanish-language simulcast of Super Bowl 50 despite having "just six weeks in which to line up advertisers," according to Anthony Crupi of AD AGE. ESPN Senior VP/Multimedia Sales Wendell Scott acknowledged that while his team "had a limited amount of time to sell the Deportes simulcast, the marketplace was 'very receptive' to the opportunity to reach millions of Spanish-speaking football fans." Scott said that 30 different advertisers had "signed on for national ad buys," about half the number of sponsors who typically buy time in the Super Bowl." However, Scott noted that the number is "equal to the roster of brands that appeared in last year's NBC Universo simulcast." Crupi reported unlike Universo, which "aired a disproportionate number of English-language spots" last year, nearly all of the Deportes ads "will be in Spanish." The leading categories "are beer, auto, wireless and movie studios." Confirmed advertisers "include Anheuser-Busch, Coors Light, BMW, Ford, Samsung, Sprint, MetroPCS and McDonald's." This marks the "third time the Super Bowl will be offered in a special Spanish-language format, and the first instance in which the main rights holder has sublicensed the feed to a third party." CBS does not own a Hispanic-targeted cable channel (ADAGE.com, 2/3).
