The company ranks #1 in reaching Hispanic audiences and offers more than 50 owned media sites for advertisers.
Prisa Brand Solutions sports content site AS (AS.com), which is owned and operated by the company in the US and Latin America, leads Spanish-language media outlets in the US as it breaks a new audience record in March 2020, the best month in the site’s history. The site reaches 3.8M unique users, with a 60% month-over-month increase and a 186% year-over-year increase. AS.com tops the ranking of Spanish-language sports media ahead of Marca (1.8M) and TUDN (1.1M), a joint venture by Televisa and Univision. Led by renowned Mexican editor, Alejandro Gómez, and a young and strong team of Latinos placed AS USA at the top of ComScore’s ranking for sports content in the US, surpassing The Athletic and BBC Sports.
Prisa Brand Solutions’ advertising inventory can only be acquired through the sales forces that make up the local teams in each of the countries where it operates. According to José Antonio Ortega, CEO for Prisa Brand Solutions US, “these results are the product of the work of an extraordinary team of journalists who live with a passion for sports in our newsrooms in the United States, Colombia, Mexico, Chile, Argentina and Madrid. They combine local focus with technology that allows them to have global reach. Listening to readers and caring for our product are our primary obsessions.”
Prisa’s inventory is not transferred to third parties or networks that turn sites into user experiences that are deemed unacceptable by their own media sites. “In this sense, we should also highlight that this ranking is provided by ComScore, an independent measurement company. This is important particularly for the Hispanic market in the US, where there is a tendency to share Hispanic-audience rankings based on internal data provided by the networks and which is not audited or verified by any third-party. The advertising industry that targets US Hispanics needs to be transparent and respectful of third-party verification, which will be a great first step towards it”, says Ortega.
Another of Prisa’s media properties has just achieved a milestone as well. ElPAIS.com, the leading Spanish-language news media site, has recently announced the full implementation of its digital subscription model strategy. “This strategy is aligned with the one implemented by other media companies such as The New York Times or The Washington Post, and, among other things, will allow us to enhance our 1st party data as well as integrate attributes from the census data”, says Ortega. “Maintaining a global newsroom made up of more than 400 journalists –the largest network of Spanish-speaking correspondents in the world– or teams of experts who are becoming more relevant than ever –in fields such as health, science, education, economics, politics, data, graphics or multimedia, to name a few– is a massive and necessary effort aligned with the strategy of the world’s most important Spanish-language news media.”
Prisa is a global brand owning more than 50 sites and radio stations, which focuses on creating high-quality content for Hispanic audiences around the world. Prisa Brand Solutions leads in ComScore’s Hispanic Ad Focus ranking. Some of its owned sites, such as elpais.com and as.com top Spanish media lists with the largest number of unique monthly users worldwide.