On Wednesday, ESPN released its first Spanish language ad. "Esto es SportsCenter," the ad reads. The translation: "This is SportsCenter."
The decision to run a Spanish language ad is a reflection of the company's growing Latino audience, according to The New York Times.
ESPN's Hispanic audience increased by 15 percent over the past five years, far exceeding their non-Latino audience growth.
While ESPN is looking to reach this Latino audience, an estimated 60 percent of those viewers watch only their English-language programming, while only 20 percent watch only their Spanish-language ESPN Deportes, according to The New York Times report.
But ESPN, who launched their Spanish language network in 2004, is facing competition for the Latino market. Univision will introduce it's own sports news channel, Univision Deportes, on Saturday.
Growing Latino audiences have also caught the interest of marketers outside of sports networks. And, it's not just Spanish speakers they're after.
In recent months, the booming U.S. Latino population has prompted media outlets to expand English-language programming marketed towards Hispanic audiences.
Fox News launched its own English-language Fox News Latino website. Univision, which recently started an English-language Tumblr, is also allegedly in talks with Disney to create an English-language television network. And NBC, which will soon officially launch NBC Latino, also oversees Telemundo's cable channel Mun2 which features bilingual programming. And lastly, The Huffington Post, launched its English-language LatinoVoices section last August.
As Latino immigrants assimilated and learned English, many marketers presumed they'd fade quickly into mainstream English language media, advertising executive Roberto Orci told NPR. But to the surprise of many -- a bicultural Latino audience interested in consuming English-language content has emerged quickly in the past few years.
"We take the best of American culture that we came to adopt and love," Roberto Orci told NPR. "And we keep the best of our culture that we value."
"And so, you have this hybrid American that is very proud and happy to be an American, but is very proud and happy to have his culture which makes him unique, or her unique," Orci added.
WATCH: SportsCenter's New Spanish Language Ad
GEICO uses the famed soccer announcer Andres Cantor to sell car insurance.
Seeking to establish its brand among global young adults, Desperados Tequila Flavoured Beer wisely chooses a pan-Latino vibe to burnish its 'cool credentials'. Who wouldn't want to drink a few at a party like this?
Playing to Latinos' obsession with soccer, this Walmart ad depicts a tense penalty kick. As fathers from various families (Latino and non-Latino) pray that the player decides to shoot to the right side of the goal, a mother hopes for the opposite. "Left," she says to herself. Sure enough, the ball soars to the left side of the net, the goalie misses the save, and the ad closes with the phrase "Mamá sabe" or "Mother knows."
Diet Pepsi's commercial, "Beach Tweet," stars cultural phenom, 'Modern Family' actress and Colombian national treasure, Sofia Vergara, and international soccer superstar David Beckham. There is nothing particularly Hispanic about this ad, except that there is nothing not-Latina about its star.
Riding the dual waves of 'fast dissolving sheets' and 'energy drinks', Sheets™ Brand Energy Strips have been running a series of ads which playfully use 'take a sheet' in all sorts of situations; with actors as pilots, mechanics, doctors, etc. But this is their first celebrity-related ad, and they went with Pitbull, perhaps the most perfect example of the bicultural dynamic today.
Song: "Mi Swing Es Tropical" by Nickodemus & Quan. The music and images say it all. It doesn't get hipper than this.
Kahlúa uses Ana de la Reguera to make their product more intriguing. Oh, and the Spanish-language. She switches back and forth between English and Spanish in the ad, naming different inanimate objects by their Spanish name, saying that "Spanish makes everything more intriguing."
Cultural differences? Or choice of beer brand? You decide.
In this endearing advert from Puerto Rico, Coca-Cola - the ultimate American pop culture icon - relates how it has accompanied the lives of island teens for 125 years, during great times 'jangueando' (hanging out), on weekend outings and picnics, and while playing 'spin the bottle'. Run this in English, and it might as well be Main Street, U.S.A.
Salsa is the most popular condiment sold in the U.S., surpassing ketchup, mustard and others of the sort. And so, it sets the stage for Microsoft Bing's ad, which starts with 'salsa' and ends in a riff on a memorable scene from the American pop culture classic, 'Animal House.'
In marketing the "daily Latino dose that you need", Mun2 asks its audience one of the questions inherent to being a bi-cultural Latino in the US; "Are you becoming too Gringo?" Although the voice over is in English, the announcer has a notable Latino accent.
El Monterey plays into the melodrama of telenovelas in order to sell store-bought "deliciously authentic Mexican meals".
Even political ads have recognized the changing landscape. Going beyond simply subtitling or using a voice-over, this ad for then-Governor Jon Corzine brought out the biggest gun of all, President Obama, speaking Spanish and English in an effort to attract and excite local Hispanic voters, who were key to Corzine's failed effort to hold on to his office in 2010.
This English-language NY International Latino Film Festival advertisement depicts a Latino director auditioning an actor for the role of a fruit stand vendor. The actor expects the director to want a vendor able to jump out of the way of a moving vehicle, but the director says he's doing something "different" in his "film".