By: Carla Eboli, CMO
Are you ready for your tailgate party on February 1st? Funny to think that for those who grew up in Latin American countries – just like me – American football was not a big deal. At least until we landed in the U.S.
And unless you are a sports aficionado, expressions such as NFL, quarterback and Hail Mary pass were not part of your vocabulary. Soccer – played with a round ball, by the way – used to be the greatest passion of U.S. Hispanics and Latinos. Used to be. As the growth of the U.S. Hispanic population shifts from immigrants to U.S. born, multicultural kids are growing up between touchdowns and “gols,” fouls and “penals,” Super Bowl and World Cup.
The increasing passion for the NFL and American football by U.S. Hispanics can be proven not only with the number of fans (25 million USH fans, according to Nielsen). It also shows in the amount of chips and salsa served at Super Bowl parties and the increasing number of “gobs of money” costly TV spots presented throughout the game that are trying to be more relevant to the Hispanic consumer.
Above all, Hispanics are breaking audience records. Super Bowl has been ranked for three consecutive years as the most-viewed show on record among U.S. Hispanics, and in 2013 (Super Bowl XLVII) it reached its latest record: 17.7 million USH viewers, according to Nielsen. These numbers justified the decision of a TV network last year to telecast the Super Bowl in Spanish for the first time ever.
My prediction for this year: an even bigger show for the USH audience since the Super Bowl event will be played in Arizona, the state with the 6th largest population of Hispanics in the USA.