Page 18 - The Future is Futbol_September 2022_Draft

THE FUTURE IS FÚTBOL | 2022 REPORT

Neuroscience Study of the Fútbol Fan

Telemundo conducted a neuroscience study with Latino bilingual fútbol fans where half watched the official FIFA
World Cup match broadcast with Spanish commentary, and the other half watched the same FIFA match with
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English commentary. Bilingual Latinos were key because they can choose to watch in either language.

The study found that when Latinos watched a soccer match in Spanish, they subconsciously liked it more than when
they watched it in English. Watching in Spanish generated 15% greater likeability compared to watching in English.
The increased appeal of the game led to an elevated desire to keep watching for longer, keeping viewers glued to
their screens.

LIKEABILITY WHEN WATCHING A WORLD CUP GOAL IN SPANISH VS ENGLISH*

1.4 Activity
1.2
1.0 SPANISH
0.8
0.6
0.4
0.2
Time (sec)
0.0
5 10 15 20 25 30 35 40
-0.2
-0.4
-0.6 ENGLISH
-0.8

*Performance of likeability response for same goal in the 2018 FIFA World Cup final match for France vs. Croatia
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in Spanish vs. English, FIFA Broadcast.
Source: Neuro-Insight, commissioned study by Telemundo.

During the Spanish broadcast, every moment was given its due importance. Controversial game moments, like
penalty cards and fouls, on average, produced 18% greater attention and appeal. Viewers reacted most deeply to
the iconic “goooooool” shown in the time series chart above. Watching the match in Spanish was like an emotional
and entertaining roller coaster ride where key game moments in Spanish, on average, produced
37 points more emotional intensity compared to English, where the highs didn’t go as high,
and lows didn’t go as low.

Importantly, the positive effects of Spanish game commentary
transferred to advertising. In the study, the identical ad, when
played in Spanish had 19% higher likeability and 49% greater
emotional intensity vs. English. Spanish is filled with
emotion and expression that people feel for both the
game and the brand advertising involved.

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