Generation M: Millennial, Multicultural & Mobile® projects soccer fandom will continue to expand powered by women and girls, with 9 out of 10 Latina soccer fans watching soccer at least once a month.
Three in four Hispanic Millennials are soccer fans and are more likely to be fans of soccer versus American football, basketball, baseball and boxing.
Hispanic and non-Hispanic audiences agree soccer is “better in Spanish” with 8 in 10 Hispanics and 1 in 4 non-Hispanics thinking commentators are more passionate and that the overall experience is more authentic.
MIAMI – July 9, 2018 – NBCUniversal Telemundo Enterprises, in an exclusive partnership with Horowitz Research, today 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. Hispanics predict that soccer fandom will continue to grow, with 70% of Hispanics believing that interest in the FIFA World Cup in the U.S. particularly will continue to grow over the next five years.
“The growing popularity of soccer in the U.S. underscores the exciting and profound, cultural shifts we are experiencing in the U.S. today,” notes Adriana Waterston, SVP of Insights and Strategy for Horowitz Research. “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.”
Research reveals that for virtually all Hispanics, soccer is seen as an important part of Hispanic identity, with 65% of Hispanics agreeing that soccer is the sport which best represents the Latino culture. The sport is celebrated for its global reach and beloved for bringing families together. Compared to other sports, the majority of Hispanic fans agree that soccer is the sport they are more passionate about and is the one sport they are most likely to make a point to watch with friends and family.
Additionally, Hispanic and non-Hispanic audiences prefer watching the World Cup broadcast in Spanish. Almost 8 in 10 Hispanics (77%) and 1 in 4 non-Hispanics reveal that they “enjoy watching soccer games in Spanish more than watching them in English”; they feel the commentators are more passionate (80% of Hispanics and 45% of non-Hispanics) and that the overall experience is more authentic (76% and 31%, respectively).
“Findings from our study demonstrate how soccer, brands and audiences are intimately connected not just through live games but digitally and socially, and in personalized settings with friends and family,” said Lia Silkworth, Senior Vice President for Insights and Consumer Development, NBCUniversal Telemundo Enterprises. “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.”
This deep, social fandom drives engagement through social media. Three in four Hispanic soccer fans use social media to keep up with soccer-related content, schedules and activities. The vast majority post, share or comment using their own accounts as nearly all Hispanic soccer fans agree social media adds “a lot” to the way they live and enjoy soccer. During matches, 28% of Hispanic soccer fans message and video chat with others who are also watching the match, but elsewhere.
Soccer Fandom in the United States
The Appeal of the World Cup Goes Beyond Hispanics, Age and Gender
How Hispanics Watch and Share the World Cup
About La Ola de la FIFA Survey:
LA OLA DE LA FIFA / THE FIFA WAVE, commissioned by NBCU Telemundo Enterprises in an exclusive partnership with Horowitz Research, is part of the largest soccer thought leadership initiative in US history. It is focused on understanding fast-growing soccer fandom and culture in America more deeply through a variety of research approaches including quantitative, ethnographic and mobile/real-time. These findings are based on quantitative surveys fielded in May 2018, n=1780 US Hispanics and non-Hispanics aged 18-54. Conducted in Spanish and English via mixed methodology (online and face-to-face interviews to ensure representation of all cultural orientations, language dominances and the full spectrum of soccer fandom).
For more information on La Ola de la FIFA 2018 please visit https://together.nbcuni.com/la-ola-de-la-fifa-2018/. Please note first time users will need to register and create a password.
About NBCUniversal Telemundo Enterprises:
NBCUniversal Telemundo Enterprises is a world-class media company leading the industry in the production and distribution of high-quality Spanish-language content to U.S. Hispanics and audiences around the world. This fast-growing multiplatform portfolio is comprised of the Telemundo Network and Station Group, Telemundo Deportes, Telemundo Global Studios, Universo, and a Digital Enterprises & Emerging Business unit. Telemundo Network features original Spanish-language entertainment, news and sports content reaching 94% of U.S. Hispanic TV households in 210 markets through 27 local stations, 51 affiliates and its national feed. Telemundo also owns WKAQ, a television station that serves viewers in Puerto Rico. Telemundo Deportes is the designated Spanish-language home of two of the world’s most popular sporting events: FIFA World Cup™ through 2026 and the Summer Olympic Games through 2032. Telemundo Global Studios is the company’s domestic and international scripted production unit including Telemundo Studios, Telemundo International Studios, Telemundo International, as well as all of the company’s co-production partnerships. As the #1 media company reaching Hispanics and millennials online, the Digital Enterprises & Emerging Business unit distributes original content across multiple platforms, maximizing its exclusive partnerships with properties such as BuzzFeed, Vox, and Snapchat. Through Telemundo Internacional, the largest U.S.-based distributor of Spanish-language content in the world, and Universo, the fastest growing Hispanic entertainment cable network, the company reflects the diverse lifestyle, cultural experience and language of its expanding audience. NBCUniversal Telemundo Enterprises is a division of NBCUniversal, a subsidiary of Comcast Corporation.
About Horowitz Research:
Horowitz Research is a full-service market research and consumer insights agency with a passion for helping brands understand how to reach, delight, and engage with America’s multicultural, Hispanic, and millennial audiences. Horowitz provides culturally sound custom quantitative and qualitative research services, as well as a comprehensive suite of syndicated research studies and insights partnerships. The company serves clients across a wide range of industry verticals including media and entertainment, telecommunications, technology, travel and hospitality, retail, and not-for-profits. Visit www.horowitzresearch.com for more information.
NBCUniversal Telemundo Enterprises