In a recent study by Nielsen on the growing influence of Hispanic consumers, the results surprised everyone.
It is a well known fact that most Hispanics, in particular those from Mexico and South America, faithfully follow soccer (or “fútbol” in Spanish). In fact, 94% of all Hispanics declare themselves sports fans. However, their interests here in the US are expanding, and this creates additional business opportunities for the numerous companies trying to reach the Hispanic market.
For example, let’s take the NFL.
In the case of football and fútbol, both sports are now competing against each other for Hispanic American viewership, and “American” football seems to be winning a specific segment of the Hispanic population.
The NFL is gaining momentum, but only among English-speaking Hispanics. In fact, according to Nielsen, “…the 2012 NFL season attracted a record number of Hispanic viewers, and the Super Bowl XLVII drew in nearly 10 million Latino viewers ages 12 and up”. Bilingual and Spanish-speaking Latinos (and this includes 73% of Mexican Americans), however, continue to consider fútbol a strong favorite – in particular Mexican teams.
The increased following of American football by Hispanics in the US means not only increased acculturation by this minority group. It also means huge business for sports networks, leagues and advertisers. Not only do Hispanic consumers in general take a more favorable stand towards sponsorships. They are also extremely loyal to their favorite sports brands, and tend to buy sport sponsors´products.
According to Nielsen, Hispanic fans are “perpetually connected”, and are twice as likely to attend sporting events at least once a week. Among those who can’t attend physically, 24% say they use tablets, and 27% use their smart phones to follow a game.
Today, paying $4 million for a 30 second spot in Spanish during the Super Bowl (the Super Tazón among Spanish Speakers!) does not sound like a crazy investment after all.
Watching fútbol and football is also considered a social occasion, so Hispanics – both in the US and in Latin America -- tend to gather around the television set in the company of family and friends to watch a game. This presents a great opportunity for advertisers to reach larger groups of Hispanics in one single location.