TyC Sports' 'Rating' celebrates its lowest-rated moments for 30 years — El Ojo GP

For its 30th anniversary in 2025, TyC Sports — the Argentine channel accustomed to massive audiences for the World Cup, Davis Cup and football qualifiers — made a film that does the opposite of celebrating its numbers. 'Rating' shines a light on the thrilling moments of Argentine sport that took place when the audience registers were nearly empty, from less-followed disciplines the channel has broadcast for decades.

The creative argument, developed with agency Mercado McCann, was that these moments only reached anyone because they were transmitted: some became viral only after being shared, and had they never been aired nobody would have seen them. The campaign therefore reframes the rating — the industry metric that built TyC — as a poor measure of what a sports channel is worth, and revalidates the fan who stays through the intimate, less-massive moments full of passion and commitment to Argentine athletes.

Rather than a wall of statistics, the film lets the emotion of those little-watched scenes carry the point, challenging how sports audiences are understood at a moment when the channel itself was being celebrated. The idea won the El Ojo Sports Grand Prix at El Ojo de Iberoamérica 2025, along with a Bronze in the Film category, and stood out as a 30th-birthday statement built on humility instead of ratings boasts.