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

Le dernier rapport Nielsen indique que l'influence hispanique est le moteur de la croissance de l'audience du football et de l'ensemble des événements sportifs majeurs.

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 Fanáticos: Nielsenʼs 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 América and the UEFA 2024 Euro Final. The 2024 Copa América 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.”

Les autres points forts de la série 2024 Hispanic Diverse Intelligence Series sont les suivants :

• 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
• La population hispanique des États-Unis passe près d'une heure de plus par semaine sur les médias sociaux à partir de leur smartphone que la population générale.
• L'arrivée de Lionel Messi en 2023 dans la Major League Soccer a assuré une place importante au football aux États-Unis et a attiré un public qui va au-delà de la communauté hispanique. Le transfert de Messi à l'Inter Miami a augmenté de 300 % le nombre de téléspectateurs américains pour son premier match sur l'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 América 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%.
• La population hispanique des États-Unis est 32 % plus susceptible de considérer une marque pour la première fois si elle sponsorise un événement ou un sport qu'elle suit.

For more details and insights, download  Fanáticos: Nielsenʼs playbook on Hispanic audiences, sports and media engagement. Join the discussion on LinkedIn, Facebook et X.

À propos de 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