Download - From Soccer to Football. A Matter of Passion Among Latinos

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Page 1: From Soccer to Football. A Matter of Passion Among Latinos

A NEW JOINT STUDY FROM PRS AND NIELSEN EXAM-INES THE ROLE OF PACK-AGING AND IN-STORE EN-VIRONMENT

W H AT D R I V E S N E W P R O D U C T S U C C E S S ?

FROM FÚTBOL TO FOOTBALL. A MAT TER OF PASSIONREPORTAPRIL 2013

Page 2: From Soccer to Football. A Matter of Passion Among Latinos

2 FÚTBOL TO FOOTBALL

F R O M F Ú T B O L TO F O OT B A L L . . . A M AT T E R O F PA S S I O N

Page 3: From Soccer to Football. A Matter of Passion Among Latinos

3Copyright © 2013 The Nielsen Company

HAS THE NFL EDGED OUT FÚTBOL AMONGST HISPANICS?To talk about sports among Latinos is to talk about the “beautiful

game”, or fútbol, or soccer or football (whichever you prefer). Fútbol is

embedded in the Latino culture; after all, Latin America is the birthplace

for stars who are to soccer what Ruth, DiMaggio and Mantle are to

America’s pastime. Names like Maradona, Pelé, and Messi stand out in

the minds of many throughout the world, not just Hispanics. And so, for

countless decades it was considered the king of sports for Latinos.

Today, this sport still thrives in Hispanic communities; however, another

sport is winning the hearts of many Hispanics – the NFL. Given the

high rate of US Born Latinos, and the number of young Latinos under

the age of 30, it’s not surprising that football is starting to get a larger

audience. Marketers who can tap into this fast growing group are

setting themselves up for success. But there is much more to the story.

Not all Hispanics are the same, and savvy marketers need to know the

difference.

Last season, the NFL averaged a high number of Latino viewers, with

Super Bowl XLVII seen by almost 10 million Hispanics ages 12 and up,

the largest Hispanic audience to date. With these impressive numbers,

the big question is: Has the NFL edged out soccer as the king of sports

amongst Hispanics?

On a macro level, the gap is wide for viewing between these two sports,

but will unique idiosyncrasies develop as we decompose viewing and

focus on influencers such as language and country of origin.

Read as: An average of 404,000 Hispanics 12+ tuned in to the Liga MX Apertura for the 2012

404 55 29

2,637

1,484

LIGA MXAPERTURA

MLS INT'L SOCCER MEXICONAT'L GAMES

NFL 2012

AVG VIEWERS (000) A12+, 2012 SEASON

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4 FÚTBOL TO FOOTBALL

Read as: 56% of the Hispanics ages 12+ that tuned into the NFL 2012 season were Hispanics that speak mostly or only English.

THE POWER OF LANGUAGEViewing NFL games is driven by Hispanics that speak mostly or only

English, while an inverse relationship occurs with Mexico national

games, also known as “El TRI”. Here, the largest share of viewers is

Spanish speaking Hispanics. Bilingual Hispanics watched the NFL, but

a greater percentage tuned into Mexico’s national soccer games, also

known as “El Tri”.

Nielsen research shows that engagement of Spanish speaking Hispanics

to the NFL season may have been low, but how much of a bounce did

the Super Bowl in particular see from this audience? The majority of

Hispanics that watched Super Bowl XLVII were still those that speak

mostly or only English; the percent of Spanish speaking Hispanics

improved slightly. Specifically, while 56 percent of Hispanics 12 and up

who tuned into the 2012 NFL season speak mostly English, 48 percent

of these same viewers tuned into the Super Bowl. Meanwhile, Spanish

dominant speakers increased by 3 percentage points from the regular

season to the Super Bowl.

Looking a little deeper, we evaluated viewing levels from Hispanic

viewers throughout the NFL season.

% DISTRIBUTION BY LANGUAGE FOR 2012, 12+

ENGLISH DOM SPANISH DOM SPANISH/ENGLISH EQUAL

56%15%29%

NFL 2012

2%60%37%

EI TRI

Page 5: From Soccer to Football. A Matter of Passion Among Latinos

5Copyright © 2013 The Nielsen Company

INCREMENTAL REACH % FOR NFL SEASONBY RACE / ETHNICITY & LANGUAGE, 12+

Read as: 50% of Hispanics 12+ tuned into the regular season, with another 9.4% tuning into the playoffs.

PLAYOFFS

REGULAR SEASON

HISPANICS - 9.4SPANISH DOM - 9.7

EQUAL - 10.3ENGLISH DOM - 8.0

BLACK - 6.4WHITE - 7.5

ASIAN - 10.2

HISPANICS - 50.2SPANISH DOM - 34.2

EQUAL - 47.9 EMNGLISH DOM - 73.7

BLACK - 77.3WHITE - 72.9ASIAN - 59.6

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6 FÚTBOL TO FOOTBALL

Breaking the analysis into two phases, regular season and playoffs, we

found that English speaking Hispanics had the highest reach during the

regular season, confirming once more that Hispanics who speak English

dominate Hispanic viewing of the NFL. Also, viewing increased from

Spanish speaking Hispanics once the playoffs began.

When compared to ethnicity, English speaking Hispanics viewership was

as strong as non-Hispanics. In fact, only African Americans had a greater

overall reach.

In addition to our prior analysis of viewing by language to ‘El TRI’ games,

we also examined a Mexico vs. USA game, which to fútbol aficionados,

is as compelling as the Super Bowl.

Mexico vs. USA games have similar language distribution trends as all

TRI games, except that Hispanics that speak mostly or only English may

have an increased interest in the USA vs. Mexico matches.

HISPANIC 12+ AVERAGE VIEWERS & DISTRIBUTION BY LANGUAGE

“EL TRI” GAMES 2012

MEXICO VS. USA - GOLD CUP FINAL 2011

Read as: “El TRI” games during 2012, averaged 3.4 million Hispanics ages 12+. 2% of Hispanics that tuned into EL TRI games spoke mostly or only

English Dominant

English Dominant

2%

5%

Spanish Dominant

Spanish Dominant

60%

63%

Spanish/ English Equal

Spanish/ English Equal

37%

32%

Hispanic 12+

Hispanic 12+

3,357

6,326

Page 7: From Soccer to Football. A Matter of Passion Among Latinos

7Copyright © 2013 The Nielsen Company

COUNTRY OF ORIGIN COUNTSSuccessful marketers understand there are common customs and habits

amongst Hispanics, but it is vital that they remain keenly aware of their

diversity. Hispanics come from various regions with distinct culture and

interests. While some Latinos breathe and live fútbol, the intensity is not

quite the same across all Latin American Countries. The following data

illustrates the role cultural diversity plays in sports viewing.

EL TRI 2012 COPA AMERICANFL

3.9

8.9

5.04.0 3.6

12.8

8.4

12.0

2.31.2 1.7

2.8

CARIBBEAN SOUTH AMERICA CENTRAL AMERICAMEXICO

Read as: Hispanics of Mexican descent had a 3.9 average rating during the NFL season

AVERAGE RATING BY COUNTRY OF ORIGIN, L+SD

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8 FÚTBOL TO FOOTBALL

NFL games are more likely to be watched by Hispanics of Mexican and

Caribbean descent; while Mexican Americans tune into the NFL with

solid numbers, their average rating more than doubles when ‘El TRI’

plays. With the exception of Caribbean Hispanics, fútbol tournaments

draw huge Hispanic audiences; however engagement varies by

tournament and is usually influenced by participation of country of

origin.

The chart below illustrates the country of origin effect by comparing the

Copa America, played in Argentina with all South American countries,

vs. Gold Cup, played on US soil with US, Mexico & Central American

nations participating.

Read as: Hispanics of Mexican origin averaged a 6.23 during the group phase of the Copa America, and a 4.16 during the knockout stage.

VIEWING TO COPA AMERICA AND GOLD CUP BY COUNTRY OF ORIGIN AVERAGE RATING L+SD

COPA AMERICA 2011

GROUP PHASE KNOCKOUT STAGE

GOLD CUP 2011

5.7

11.8

10.9

20.2

3.0

6.9

CARIBBEAN

SOUTH

CENTRAL

MEXICO

CARIBBEAN

SOUTH

CENTRAL

MEXICO6.2

4.2

8.8

15.4

11.0

12.6

1.5

1.8

1.0

2.5

Page 9: From Soccer to Football. A Matter of Passion Among Latinos

9Copyright © 2013 The Nielsen Company

VIEWING TO COPA AMERICA AND GOLD CUP BY COUNTRY OF ORIGIN AVERAGE RATING L+SD

Copa America drew the largest number of viewers from Americans

with South American descent, but The Gold Cup was a different tale.

Hispanics with South American descent tuned in the least, while

Hispanics of Central American ancestries were the most engaged

through the whole tournament.

Mexican Americans tuned in to both tournaments, but at a higher rate

during the Gold Cup. The Mexican team did not qualify for the knockout

phase of the Copa America, but competed in the finale of the Gold Cup

– thus explaining the vast difference in viewing to the knockout phases.

To complete the analysis, we compared each sport’s marquee event:

the Super Bowl vs. the World Cup final:

World Cup for combined telecast by Univision & ABC

Read as: 37% of the Hispanics that speak mostly or only English tuned in to Super Bowl XLIV in 2010

Language spoken and country of origin continue to be compelling

factors: Hispanics of South or Central America watched the Super

Bowls, but preferred the World Cup finale, for its own. Caribbean

Hispanics overwhelmingly prefer the Super Bowl, while Mexican

Americans viewing was almost identical to each. Language drives what

is watched, as well as where it is watched and for fútbol, Latino viewers

say: “En español por favor”.

AUDIENCE COMPOSITION FOR A12+ BY LANGUAGE & COUNTRY OF ORIGIN FOR THE SUPER BOWL & WORLD CUP OF 2010

SPORTING EVENT ENGLISH

DOMSPANISH

DOM SPANISH/ENGLISH

HISPANIC MEXICAN CARIBBEAN SOUTH

AMERICAN CENTRAL

AMERICAN

Super Bowl XLIV 2010 37% 11% 17% 21% 19% 22% 27% 12%

*World Cup 2010 4% 15% 11% 11% 11% 6% 17% 16%

World Cup 2010 UNI 3% 29% 20% 19% 20% 9% 27% 31%

World Cup 2010 ABC 5% 1% 3% 3% 2% 3% 8% 2%

Super Bowl XLVII 2013 38% 12% 23% 25% 22% 27% 23% 19%

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10 FÚTBOL TO FOOTBALL

FÚTBOL, REMAINS CULTURALLY RELEVANTThe key question is whether football had replaced fútbol as the king

of sports among Hispanics. If at first blush it seems as if the NFL has

successfully courted the lucrative Hispanic market, capitalizing on

English speaking Hispanics, the NFL still has opportunities with the

Spanish speaking or bilingual Latinos. As this group acculturates, we

expect they will watch more American football.

Fútbol has a similar relationship with Spanish speaking and bilingual

Hispanics, but the affinity for the sport is strongest with national team

play. A national game featuring Mexico is one of the hottest sports

properties, considering 73 percent of Mexican Americans speak mostly

Spanish or are bilingual, these games are a sure bet to draw huge

audiences, thus emphasizing the combined influence of language and

country of origin.

Has the NFL edged out fútbol? It could be a matter of passion, but the

truth is that while the NFL has certainly made in-roads, and in small

segments it is more popular than fútbol, it still appears to be a work in

progress.

National game featuring Mexico is one of the hottest sports properties, considering 73% of Mexican Americans speak mostly Spanish or are bilingual.

73%

Page 11: From Soccer to Football. A Matter of Passion Among Latinos

11Copyright © 2013 The Nielsen Company

IT’S FOURTH DOWN AND GOAL. REACH AND RESONATE WITH HISPANIC CONSUMERSThe NFL, The Mexican National soccer games and other National

soccer tournaments are some of the most effective ways to market to

Hispanics. With over 52 million consumers, it is critical for companies

to reach and resonate with Hispanics. Communicating and marketing to

the Hispanic consumer requires relevant messages delivered in cultural

contexts that will resonate.

Based on a Nielsen/E-Poll analysis of sports celebrities conducted

among Hispanic consumers in 2012, Peyton Manning, Aaron Rodgers

and Eli Manning all received “Hall of Fame” scores meaning they

represent the top football personalities to resonate with Hispanic

consumers. In addition, a Nielsen’s analysis of over 7000 multicultural

ads, shows that the most effective English language ads for Hispanic

consumers where those featuring families.

These insights will help marketers tee up the best messaging and

advertising to reach and resonate with Hispanic consumers who

increasingly enjoy American football.

Has the NFL edged out fútbol? It could be a matter of acculturation,

but the truth is that while the NFL has certainly made in-roads, and in

small segments it is more popular, soccer still dominates. Both football

and soccer matter to American Hispanics, and those that watch it prefer

fútbol in Spanish. While the share is dominated by Mexican American

Hispanics, there is a healthy share of Hispanics of South and Central

American origin, to which different messaging is required.

Page 12: From Soccer to Football. A Matter of Passion Among Latinos

ABOUT NIELSEN

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and

measurement company with leading market positions in marketing

and consumer information, television and other media measurement,

online intelligence, mobile measurement, trade shows and related

properties. Nielsen has a presence in approximately 100 countries, with

headquarters in New York, USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com.

Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen

and the Nielsen logo are trademarks or registered trademarks of

CZT/ACN Trademarks, L.L.C. Other product and service names are

trademarks or registered trademarks of their respective companies.

13/6419

For further information and insights,

please contact:

Media Insights - Trini Monistere, Sr. Research

Coordinator, Nielsen

[email protected]

Multicultural Insights - Eva Gonzalez,

Executive Director, Diverse Consumer Insights.

[email protected]

Page 13: From Soccer to Football. A Matter of Passion Among Latinos