Patricia Betron

SVP, Multimedia Sales, ESPN

Betron is a champion for advertising effectiveness. For instance, last year she forged a stronger relationship with fast-food chain Wendy’s by elevating the brand’s visibility through a unique creative partnership. Moreover, her interpretation of research and data has led to new consumer insights, including the insights study on “The Bi-Cultural Hispanic Sports Fan Media Behaviors” she helped develop. This year her team will continue to use ESPN’s data management platform to drive impactful results for advertisers and incorporate data insights into B2B marketing. “I may be biased,” she says, “but the advertising sales sector of the cable industry has provided a great opportunity for me as a female executive.”

Which sector of the cable industry best demonstrates gender equality? Which could use some enlightenment?

I may be biased, but the advertising sales sector of the cable industry has provided a great opportunity for me as a female executive, and, at ESPN, we pride ourselves on the large number of strong female sales leaders we have on our team. Not sure “enlightenment” is the right word, but industries across the board need more gender equality in the IT ranks.

What advice would you give your 13-year-old self?

Don’t take things so personally! It’s not about you.

Which current programming best reflects the kind of women’s roles you like to see and why?

The tremendous strides sports programmers have made in including more women reporting from the sidelines and in the booth is refreshing. Seeing female talent live, on the field, pre-, post- and during the game adds credibility to women sportscasters, and I was incredibly proud when ESPN named Jessica Mendoza as an MLB analyst this past year.  These women are great role models for aspiring female sports journalists, something that was lacking when I was in college.

What’s been the biggest story in cable this year?

The continued growth of live streaming products.