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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
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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
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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
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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
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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
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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%
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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.
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ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information
and
measurement company with leading market positions in
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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
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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]
