Executives participating on the sports roundtable at B&C/Multichannel’s Hispanic TV Summit didn’t see the abundance of sports as competition to soccer in the eyes of U.S. Hispanic viewers.

“The rise in the popularity of the NBA on ESPN is not coming at the expense of the popularity of the MLS or Champions League,” said Alfonso Alanis-Cue, senior direct, partnership marketing, MLS and Soccer United Marketing in response to the query from moderator and Multichannel News news editor Mike Reynolds.

Alanis-Cue was joined on the panel by John Fitzgerald, vice president of multimedia sales, ESPN Deportes; Rick Marroquin, agent, CAA; and Leonardo Torress, general manager, DishLATINO brand.

“Soccer is so large, and there is the opportunity to consume so much soccer across so many different channels and so much media, that you can spend time with your favorite team, right, the Red Bulls, but you can also spend time with FC Barcelona,” added Fitzgerald.

For more, please see this story at broadcastingcable.com.

With the continued melding of the Hispanic population with the U.S. culture at large, the new buzzword for marketers to use when implementing their advertising strategies is ‘Total Market Approach.’

The problem, however, is that term can be defined in a variety of ways.

“I think its one of those things like the Loch Ness monster,” said Steve Mandala, executive vice president of advertising sales, Univision.“People talk about it but no one has ever seen it.”

For more, please see this story at broadcastingcable.com.