U.S. HISPANIC
Study La Ola de la FIFA 2018: Hispanic and non-Hispanic audiences agree soccer is “better in Spanish”
Maribel Ramos-Weiner| 13 de julio de 2018
Lia Silkworth Telemundo
NBCUniversal Telemundo Enterprises, in an exclusive partnership with Horowitz Research, released the groundbreaking study, La Ola de la FIFA 2018 as part of the most comprehensive World Cup research initiative in the U.S. around soccer fandom.
There is high interest in the World Cup among Hispanics, and not only among men: 72% of Hispanics are interested in watching the World Cup, driven by 79% of Hispanic men and 65% of Hispanic women. In the next five years, Hispanics and Generation M project soccer fandom will continue to expand, and it is increasingly powered by women and girls, with 91% of Latina soccer fans watching soccer at least once a month.
Three in four (75%) Hispanic Millennials are soccer fans and are more likely to be fans of soccer versus American football (71%), basketball (71%), baseball (68%) and boxing (66%). Furthermore, 6 in 10 Hispanic millennials and 29% of non-Hispanic millennials, agree that soccer will be as popular in the U.S. as American football and baseball in the next five years.
“Tapping into the excitement and energy around soccer and the World Cup is a great way for brands to authentically connect with younger American consumers, both Hispanic and non-Hispanic. Our research confirms that much of this engagement with soccer and the World Cup will happen in Spanish, even for non-Hispanics,” notes Adriana Waterston, SVP of Insights and Strategy for Horowitz Research.
“Telemundo, in partnership with Horowitz, is extremely proud to be the leading authority on U.S. soccer fandom and this year’s FIFA World Cup. Coupled with our programming, our research validates that Hispanic and non-Hispanic audiences are viewing the World Cup games both inside and outside the home, over-the-air, over-the-top and on mobile devices. If brands want to stay ahead of the curve they should invest heavily in omnichannel strategies and think about opportunities to stand out during this major moment in time through streaming, sharing and social,” said Lia Silkworth, SVP for Insights and Consumer Development, NBCUniversal Telemundo Enterprises.
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