Page 17 - The Future is Futbol_September 2022_Draft

THE FUTURE IS FÚTBOL | 2022 REPORT

THE POWER OF SPANISH

In the quantitative study, we learned that over half
(56%) of U.S. Hispanic World Cup viewers prefer
watching the FIFA World Cup in Spanish. Viewers
TM
describe Spanish-language soccer commentators as
excellent storytellers, utterly poetic and animated
about what is happening on the field. Even 1 out of 5
English-dominant Hispanics would prefer to watch in
Spanish. Fans appreciate the detailed, play-by-play
1
commentary that keeps them on the edge of their
seats as if they were attending in person. WORLD CUP VIEWERS WHO SAY
WATCHING THE WORLD CUP
For most Hispanic fans, Spanish is the language and IS BETTER IN SPANISH
culture of fútbol. Three-quarters of Hispanic World
Cup viewers said they will watch at least some of the
matches in Spanish, a 6% increase since 2018. And
1
Latino viewing is a family affair, with 70% of Latino
parents saying it's important to watch the FIFA World
Cup in Spanish with their kids. 1
TM
Spanish is not exclusive to Hispanics because 17% 56%
of non-Latino tournament viewers said they would 44%
watch some of the matches in Spanish as well,
an increase of 12% over 2018. Many of these 20%
1
non-Hispanics know some Spanish, live in Latino
ENGLISH
communities, or are ardent fans who enjoy the color HISPANICS BILINGUAL DOMINANT
and vibe of Latino fútbol. HISPANICS HISPANICS
Source: Telemundo. The Future is Fútbol | 2022 Report.

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