NEW YORK (AdAge.com) -- For soccer fans, 2009 is the year their favorite teams and players compete in the matches that will qualify them for next year's global contest. But just watching the games on TV is so last World Cup.
Made-for-web segments sponsored by marketers for the year relive the goal of the game. Other segments encourage fans at the games to prove they are superfans by doing silly stunts, which can be viewed and voted on online.
During the soccer broadcasts, anchors will heavily promote the new site, futbolestelar.tv.
"If [announcer] Andres Cantor says, 'Want to see a replay of the last goal or see a superfan?' we can see that got a huge spike in traffic but that three other promotions in that hour didn't," said Peter Blacker, exec VP-digital media and emerging businesses at NBC Universal-owned Telemundo. "Terra has terrific analytics, and we'll know how many people typed in futbolestelar.tv at that moment. We can see which payoff is better, and zero in and tell marketers, 'These are the messages that work best.' That access to real-time data is something everyone wants."
For marketers, finding meaningful Hispanic digital content is still a challenge, and this opportunity for customized content pegged to the soccer madness leading up to the World Cup drew a lot of interest from advertisers at Telemundo's upfront last year.
The need for content is driving the latest battle between leading Spanish-language network Univision and its main program supplier, Mexican media giant Grupo Televisa. Unless an agreement is reached earlier, a judge will decide in March who gets the U.S. internet rights to the Televisa programming that Univision airs in the U.S.