Hyundai and VW are targeting Hispanics in 2014 FIFA World Cup broadcast

Article by Christian Andrei, on May 13, 2014

With tens of millions of viewers around the world expected to be glued to their TV sets watching the 2014 FIFA World Cup in June, carmakers like Hyundai and Volkswagen view the gaming event as a great opportunity to reach out to more people around the world.

More specifically, the brands regard as key targets Hispanics not only in the United States, but also all the way to its south. That is why both Hyundai and Volkswagen are planning a series of ads during the World Cup to launch new vehicles.

According to Steve Shannon, vice president of marketing for Hyundai Motor America, the brand has committed to its Spanish-language national TV buy as part of its campaign to launch the re-engineered 2015 Sonata mid-sized sedan.

On the other hand, Volkswagen plans to banner its GTI performance hatchback during World Cup commercials. The German carmaker aims to run several ad spots during broadcast – both in English and Spanish -- of the FIFA World Cup matches during the span of the entire contest on ESPN and Univision, according to a VW spokeswoman.

She said that the carmaker is targeting large numbers of Hispanic and young male viewers who will tune in to World Cup matches.

Both target markets are key groups for the VW GTI. Vinay Shahani, Volkswagen of America's vice president of marketing, remarked that there is “a great alignment” between the World Cup audience and the GTI's core market.

While the Super Bowl (American football) attracts over 110 million audiences in a single game day, the football (known as soccer to Americans) of the World Cup attracts a similarly sized TV audience in the US in a month of broadcast.

According to Nielsen Co., over 110 million US viewers watched at least six minutes of live World Cup coverage in 2010. It also estimates that English- and Spanish-language World Cup match broadcasts were able to reach over a third of US TV viewers in that same year.

Topics: hyundai, vw, advertising

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