Sony Pixel Power calrec Sony

Hispanic Sports Fans Drive Record Viewership and Brand Loyalty, Nielsen Highlights Untapped Potential

11/09/2024

Latest Nielsen report points to Hispanic influence driving growth in soccer audiences and viewership of all major sporting events NEW YORK, September 10, 2024 - Nielsen, a global leader in audience measurement, data, and analytics, today released new data demonstrating how the Hispanic population is influencing the U.S. sports landscape. In the new report Fan ticos: Nielsen s playbook on Hispanic audiences, sports and media engagement, Nielsen spotlights how Latinos are driving higher engagement than ever before to sporting events, and bringing along all U.S. audiences.

The latest trend is evident in the growth of viewership of Copa Am rica and the UEFA 2024 Euro Final. The 2024 Copa Am rica Final drew more than 12 million U.S. viewers, becoming the most-watched Copa Final in the U.S. Of this number, 53% of viewers were Hispanic. The UEFA Euro 2024 Final also set records with 9.5 million U.S. viewers, 40% of whom were Hispanic. This serves as a testament to the increasing Hispanic influence in the U.S., as soccer has deep ties to Hispanic culture, supported by the enthusiasm of its fans.

In addition, Nielsen's report indicates that Hispanic viewership numbers for U.S. mainstream sports have risen. The Hispanic audience number for the NCAA Women's Championship skyrocketed by 354% between 2021 and 2024, tripling since 2016. The percentage of Hispanic viewers for the Super Bowl has increased from 10% in 2016 to 14% in 2024 and for the World Series, from 10% in 2016 to 15% in 2023. This illustrates how Hispanic fans are bringing their passion to U.S. sports.

The report also highlights that Hispanic enthusiasm for sports presents ongoing opportunities for brand engagement. Hispanic sports fans are 39% more likely to recommend a company and 37% more likely to feel loyal to a brand if it sponsors a sport they follow. Brands can build their reach in the Hispanic community by working with content analysis, influencer athletes, and user-generated content related to both men's and women's sports leagues.

This report provides brands with deeper insights into how Hispanic fans engage with sports media and are shaping the future of U.S. sports culture, said Stacie de Armas, SVP of Inclusive Insights, Intelligence and Innovation at Nielsen. As Hispanic fans drive new trends in sports viewership, brands, leagues and media rights holders have a unique opportunity to connect with a passionate, growing and influential audience.

Other key highlights in the 2024 Hispanic Diverse Intelligence Series include:

Hispanic audiences are driving more viewers to streaming platforms, as the population makes up nearly 50% of all streaming viewership. Hispanic audiences spend an average of 25 hours per week watching TV, nearly 14 hours of which are using CTV devices

The U.S. Hispanic population spends almost one more hour each week on social media on their smartphones than the general population.

Lionel Messi's 2023 arrival in Major League Soccer secured a key place for soccer in the U.S. and attracted an audience that extends beyond the Hispanic community. Messi's move to Inter Miami increased U.S. viewership numbers by 300% for his debut match on Apple TV+.

Hispanic athletes have a growing impact around the world, using social media as a tool. Soccer player Lionel Messi leads in terms of follower count and average media value per post on Instagram, followed by boxer Canelo Alvarez and gymnast Rebeca Andrade.

Copa Am rica has gained traction among non-Hispanic viewers, a testament to the increasing influence and universal appeal of soccer. Over the past three tournaments, the percentage of non-Hispanic U.S. viewers has increased from 27% to 47%.

The U.S. Hispanic population is 32% more likely to consider a brand for the first time if it sponsors an event or sport they follow.

For more details and insights, download Fan ticos: Nielsen s playbook on Hispanic audiences, sports and media engagement. Join the discussion on LinkedIn, Facebook and X.

About Nielsen Nielsen shapes the world's media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences-now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, Facebook and Instagram).

Contact Andy Checo

acheco@dex-p.com

917-880-8702

Patricia Ratulangi

patricia.ratulangi@nielsen.com

312-841-9159
LINK: https://www.nielsen.com/news-center/2024/hispanic-sports-fans-record-v...
See more stories from arbitron

More from Nielsen

06/12/2024

Nielsen and TikTok to Bring Holistic Cross-Media Measurement to Market

For the first time, advertisers and agencies can directly compare campaign performance on TikTok to other publishers across all screens, via Nielsen ONENEW YORK...

04/12/2024

Nielsen Appoints Bill Michels as Gracenote's New Chief Product Officer

NEW YORK December 4, 2024 Gracenote, the content solutions business unit of Nielsen, has announced the appointment of Bill Michels as Chief Product Officer....

27/11/2024

Nielsen launches activation with Advanced Audiences, enhancing digital campaign precision, reach and effectiveness across New Zealand

Auckland, November 26, 2024 Nielsen today announced the launch of Advanced Aud...

25/11/2024

FOX, Disney Capitalize On Multiplatform Viewing in Nielsen's October Media Distributor Gauge

FOX hits company-high water mark in the Media Distributor Gauge with 8.4% of TV;...

19/11/2024

The Gauge: Mexico October 2024

During October, audiences in Mexico decreased their streaming usage by 1.1 points compared to the previous month, accounting for 20.4% of TV viewing. Disclaime...

19/11/2024

The Gauge: Poland | October 2024

In October, changes in the autumn season typically affect television viewing patterns, leading to variations in how people consume video content on TV screens. ...

19/11/2024

The Gauge: Broadcast Hits its Stride in October on Strength of Drama and Sports Programming

Sports and scripted dramas lift broadcast to third consecutive month of growth a...

18/11/2024

American Spirit Media Selects Nielsen for Local TV Measurement

Multi-year deal includes Local TV ratings for all six markets and includes Nielsen's Ad Intel Nielsen's big data + panel solution will power Local TV m...

13/11/2024

Gracenote Launches New Data Hub Illuminating Content Insights Across Industry's Leading SVOD Services

Annual State of Play report expands on Data Hub findings, dives deep into Amazon...

07/11/2024

Over 42 Million Viewers Tune In to Watch 2024 Presidential Election Coverage

NEW YORK - November 6, 2024 - An estimated 42.3 million viewers watched coverage of the 2024 U.S. presidential election across 18 TV networks on Tuesday, Novemb...

02/11/2024

Stories that matter: How to engage AANHPI audiences through different news narratives

News changes everything For a long time, the Asian American, Native Hawaiian, a...

02/11/2024

The Media Rating Council approves incorporating first-party data integration into Nielsen's National Television Measurement

The Approval of Nielsen's Integration of the National Panel and First-Party ...

23/10/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in India

New Delhi, India - October 21, 2024 - Nielsen, a global leader in audience measurement, data and analytics, has today announced the expansion of YouTube Connect...

23/10/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in Thailand

Bangkok, Thailand - October 23, 2024 - Nielsen, a global leader in audience measurement, data and analytics, has today announced the expansion of YouTube Connec...

22/10/2024

The Gauge: Mexico September 2024

In September, audiences in Mexico decreased their streaming usage by 1 point compared to the previous month, accounting for 21.5% of TV viewing. Disclaimer: YU...

22/10/2024

Disney Retakes Top Spot in Nielsen's Media Distributor Gauge as Football Hikes TV Viewing in September

FOX exhibits largest monthly gain as multiple NFL and NCAA football distributors...

15/10/2024

The Gauge: Poland | September 2024

September typically brings changes in viewing habits of video content on TV screens which are primarily attributed to the start of the school year and the end o...

15/10/2024

The Gauge: NFL Scores in September as Audiences Continue to Adapt to Multi-Platform Viewing

Amazon Prime Video exhibits the highest monthly growth among streaming platforms...

05/10/2024

Allen Media Group Signs a Multi-Year Deal with Nielsen for Audience Measurement & Advanced Audiences Services

Multi-year renewal includes measurement of all networks and syndicated businesse...

04/10/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in the Philippines

Philippines October 1 ,2024 Nielsen, a global leader in audience measurement...

04/10/2024

Nielsen data reveals finance industry's top ad spenders as ad investment for the sector jumps more than 9%, year-on-year

Top 12 financial service brands (by ad spend) revealed How the finance industry...

03/10/2024

2024 Vice Presidential Debate Draws Over 43 Million Viewers

NEW YORK - October 2, 2024 - An estimated 43.15 million viewers watched the CBS News Vice Presidential Debate across 15 networks on Tuesday, October 1, accordin...

02/10/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in Japan

Tokyo, Japan September 17, 2024: Nielsen, a global leader in audience measurement, data and analytics, has today announced the expansion of YouTube Connected ...

30/09/2024

Nielsen data shows podcasts more popular than ever with Australian audiences as number of older listeners jumps 49% in just 12 months

Popularity of podcasts in Australia up 16% YoY Number of over-60 listeners jump...

26/09/2024

Gracenote and Amagi join forces to streamline FAST go-to-market for content publishers

New agreement between leaders in content metadata enrichment and FAST playout en...

25/09/2024

THE GAUGE: MEXICO AUGUST 2024

During August, audiences in Mexico increased streaming usage by 2.8 points compared to the previous month, accounting for 22.5% of TV viewing. In addition, MAX ...

24/09/2024

Paris Olympics Lead NBCUniversal to Gold Medal Performance in Nielsen's August Media Distributor Gauge

NBCU achieves 13.4% of TV, largest share by a media company since tracking began...

18/09/2024

Nielsen launches Advanced Audiences, enhancing digital campaign precision, reach and effectiveness across Australia and New Zealand

Sydney, September 18, 2024 - Nielsen today announced the launch of Advanced Audi...

17/09/2024

The Gauge: Olympics Drive Big Increases for NBC and Peacock, Fuel Above Average TV Viewership in August

Broadcast viewership up 8% from July and nearly 12% YOY. NBC notched top 19 bro...

17/09/2024

The Gauge: Poland | August 2024

August, like the entire summer, is typically characterized by less time spent watching TV at home compared to other seasons. This year's second month of v...

12/09/2024

Over 67 Million Viewers Tune In for ABC News Harris-Trump Debate

NEW YORK - September 11, 2024 - The ABC News Presidential Debate between Vice President Kamala Harris and former President Donald Trump drew an estimated audien...

12/09/2024

Nielsen & Video Research renew partnership with goal of cutting-edge, de-duplicated cross-media measurement solution for Japan

Reinvigorated alliance the next step in the evolution of media in Japan and a bi...

11/09/2024

Hispanic Sports Fans Drive Record Viewership and Brand Loyalty, Nielsen Highlights Untapped Potential

Latest Nielsen report points to Hispanic influence driving growth in soccer audi...

09/09/2024

Coles 360 Partners With Nielsen on Bespoke Media Planning Tool

Coles 360 has partnered with Nielsen to develop a bespoke planning tool to support omni-channel media planning for brands. Nielsen is a global leader in audien...

09/09/2024

Latest Nielsen data shows ad spend by luxury goods sector jumped 12% in key Asian markets during H1 2024

Singapore 29 August 2024 - Latest data from Nielsen Ad Intel shows advertisi...

05/09/2024

New Gracenote Watch Prompts dataset helps video providers drive audience tune-in and engagement

Leveraging AI and human editorial expertise, Watch Prompts complements Gracenote...

04/09/2024

Younger Viewers, Olympics Drive Big Month for YouTube and NBCUniversal in Nielsen's July Media Distributor Gauge

YouTube is first streaming platform to lead monthly TV usage with 10.4% of TV vi...

28/08/2024

Nielsen data shows daily audience numbers to news sites jumped 27% during Olympics, with figures still up post-games

Industry buoyed by latest daily Digital Content Ratings as online news proves it...

27/08/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in Australia

Sydney, 27 August Nielsen, a global leader in audience measurement, data and analytics, today announced the expansion of YouTube Connected TV (CTV) ads measur...

26/08/2024

Circana to Acquire NCSolutions and Nielsen's Marketing Mix Modeling Business

CHICAGO and NEW YORK - Aug. 26, 2024 - Circana , a leading advisor on the complexity of consumer behavior, today announced it has entered into definitive agre...

24/08/2024

Final Night of 2024 Democratic National Convention Attracts Over 26 Million Viewers

NEW YORK - August 23, 2024 - An estimated 26.2 million viewers watched the fourt...

21/08/2024

Nielsen data shows ad spend in Aus auto sector grew 8% over last 12 months, with EV media spend up sevenfold since 2021

Auto sector invested $690m in ads during FY 2024 Top 10 automotive ad spenders ...

20/08/2024

July Exhibits Rare Upswing in TV Viewing, Amplified by Streaming and First Days of Summer Olympics, according to Nielsen's The Gauge

Summer Olympics drive increases for broadcast and streaming, with Peacock up 33%...

20/08/2024

The Gauge: Mexico July 2024

During July, audiences in Mexico increased streaming usage by 0.7 percentage points compared to the previous month, accounting for 19.7% of TV viewing time. In ...

20/08/2024

The Gauge: Poland | July 2024

July is the first month of summer holidays, when Poles usually spend less time at home and in front of TV sets. And indeed, in July 2024 they spent an average o...

08/08/2024

July 4th Fireworks: Multiple Viewing Records Set in Nielsen's Most-Streamed Week Ever from July 1 7

Ten titles exceed 1B viewing minutes, most ever in a Nielsen Streaming Top 10 re...

08/08/2024

Nielsen & Innovid Collaborate to Provide Seamless Workflow & Holistic View of the Cross-Media Ads Universe

Integration would bring together Innovid's ad serving infrastructure with Ni...

08/08/2024

Nielsen data shows Australian tertiary education institutions spent more than $175m on ads in last 12 months

Ad spend in higher education sector jumped 19% from May to June Social media d...