Is Football the New Fútbol for Hispanics?
Fútbol has always been at the heart of
Hispanic and Latino sports, but a new trend seems to indicate that the
NFL is graciously moving into a close and comfortable spot.
A new poll by ESPN revealed that the NFL has about 25 million Hispanic fans, which is a historic figure for this sport. In addition, Nielsen has also reported that the 2012 and 2013 Superbowls have had the highest Hispanic fan watching, as well as its 2012 regular season. So the question that lingers in the air is: Is Football becoming the new Fútbol for this market?
As Hispanic Heritage month is celebrated from September 15 through October 15, many franchises take the opportunity to showcase their own players and create activities in support for this growing community. This shows that these businesses have increasingly become more sophisticated at researching the market and translating this into activities and opportunities for growth.
According to this Forbes article, in the last decade the NFL has shown that it has a very strong fan base thanks to its focused research and marketing strategies. This has enabled the franchise to reach far more Hispanics than if the growth had happened organically. Thanks to early research in 2002, the NFL has been able to find out more about what drives the market and what activities reach Hispanics. Celebrating Hispanic Heritage month is just one of the many activities the NFL is creating to capture the market.
The NFL has also been really good about using Spanish Language media to broadcast games in Spanish, making it the only league in the US that broadcasts all of its games in this language. Perhaps it is because it makes more economic sense for them to do this for their 16-game regular season, than for other franchises that have 80 games or more.
But just as the NFL seems to have a good shot at catering to this market in a big way, another recent study done by Nielsen indicates that the NFL seems to resonate a lot more with English dominant speaking Hispanics of Mexican and Caribbean descent. Fútbol is still highly watched by Spanish dominant Hispanics of Mexican, Central American, and South American descent, and is still the heart and soul of Hispanics. Although Football is increasingly being watched by segments of English dominant Hispanics, there is still a higher percentage of Hispanics that prefer to watch Fútbol, especially the Mexican National team El Tri.
And so as the NFL has been flawless in its execution of strategy, there still seems to be a gap in viewership mostly due to an acculturation factor. Nielsen believes that as most Hispanics acculturate it will be likely that the NFL will resonate more. Will it be more than than Fútbol? Perhaps not the case in the next few years, but it is yet to be determined.
A new poll by ESPN revealed that the NFL has about 25 million Hispanic fans, which is a historic figure for this sport. In addition, Nielsen has also reported that the 2012 and 2013 Superbowls have had the highest Hispanic fan watching, as well as its 2012 regular season. So the question that lingers in the air is: Is Football becoming the new Fútbol for this market?
As Hispanic Heritage month is celebrated from September 15 through October 15, many franchises take the opportunity to showcase their own players and create activities in support for this growing community. This shows that these businesses have increasingly become more sophisticated at researching the market and translating this into activities and opportunities for growth.
According to this Forbes article, in the last decade the NFL has shown that it has a very strong fan base thanks to its focused research and marketing strategies. This has enabled the franchise to reach far more Hispanics than if the growth had happened organically. Thanks to early research in 2002, the NFL has been able to find out more about what drives the market and what activities reach Hispanics. Celebrating Hispanic Heritage month is just one of the many activities the NFL is creating to capture the market.
The NFL has also been really good about using Spanish Language media to broadcast games in Spanish, making it the only league in the US that broadcasts all of its games in this language. Perhaps it is because it makes more economic sense for them to do this for their 16-game regular season, than for other franchises that have 80 games or more.
But just as the NFL seems to have a good shot at catering to this market in a big way, another recent study done by Nielsen indicates that the NFL seems to resonate a lot more with English dominant speaking Hispanics of Mexican and Caribbean descent. Fútbol is still highly watched by Spanish dominant Hispanics of Mexican, Central American, and South American descent, and is still the heart and soul of Hispanics. Although Football is increasingly being watched by segments of English dominant Hispanics, there is still a higher percentage of Hispanics that prefer to watch Fútbol, especially the Mexican National team El Tri.
And so as the NFL has been flawless in its execution of strategy, there still seems to be a gap in viewership mostly due to an acculturation factor. Nielsen believes that as most Hispanics acculturate it will be likely that the NFL will resonate more. Will it be more than than Fútbol? Perhaps not the case in the next few years, but it is yet to be determined.
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