Hispanic Sports Fans Rising, Sports Advertising Up
It’s not just soccer. From NASCAR to the NFL Draft, growth in Hispanic sports viewership is climbing significantly. At the same time, sports
advertising as a whole continues its steady jump, according to Nielsen.
In February, an average of 73,000 Spanish speakers watched the Daytona 500, up 55% from 2011. In April, an average of 492,000 Hispanics watched the NFL Draft, up almost 100% since 2008.
Also, for the recent NBA regular season, Hispanics accounted for 12% of the total viewers, a 20% bump from the year before. NBA games that were part of a Noche Latina (Latin Night) program saw increased viewership, highlighted by the March 5 game on ABC between Los Lakers (Los Angeles Lakers) and El Heat (Miami Heat), where Hispanics made up 15% of the audience.
Hispanic sports fans may be younger than the general population. Nielsen says in a new sports report that 6.9 million Hispanics watched at least part of March Madness this year. Median age was 39, lower than 44 for African Americans and 48 for whites.
In the first quarter of 2012, national network and cable sports generated $3 billion-plus in ad spending, a 9% increase from the same period last year.
Back at the Daytona 500 on Fox, Nielsen said brand recall for the full audience was up, with some of the most-recalled ads from Mountain Dew, Toyota and Sprint.
In baseball, Nielsen says social-media conversation in the first quarter leading up to opening day had the New York Yankees and Boston Red Sox dominating the conversation, using a metric tracking Twitter and Facebook posts, message boards and other outlets.
The Yankees had 9.4% share of voice with the Red Sox at 6.3%. The Detroit Tigers, which signed free agent first baseman Prince Fielder to a massive deal, came in third at 4.9%. Surprisingly, the Los Angeles Angels of Anaheim did not make the top 10 as interest surrounded the signing of star Albert Pujols.
Recent MediaDailyNews Articles
-
3 Innovation Lions Awarded, Barbarian Grabs Grand Prix June 19, 1:33 p.m.
The Barbarian Group has won the Lions Grand Prix Award for Innovation, a new award category ... -
Cable Upfront Begins, Final Take Projected At $9.8B June 19, 12:07 p.m.
Following most of the broadcast upfront deal-making, many cable networks have inking and completing upfront pacts ... -
Shazam Launches Service To Measure TV Campaigns June 19, 10:49 a.m.
On the heels of other social media apps looking to help out TV brand advertisers with ... -
GM Returns To Oscars, Drives 5-Year Deal June 19, 10:19 a.m.
General Motors and the Oscars telecast are back in business.The Detroit carmaker said Wednesday that it ... -
GM Returns To Oscars, Drives 5-Year Deal June 19, 10:16 a.m.
General Motors and the Oscars telecast are back in business.The Detroit carmaker said Wednesday that it ... -
Cannes King: Omnicom Earns Most Medals, Media Agency Of Year June 19, 9:34 a.m.
Omnicom’s OMD Worldwide was the most medaled media network at the Cannes ad festival this year, ... -
Consumers Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television finished its spring edition pretty close to where ... -
'Jimmy Kimmel,' Myspace Promote Musicians June 18, 2:56 p.m.
Select artists that appear on TV late-night show “Jimmy Kimmel Live” will get to perform an ... -
W+K Amsterdam's Heineken Ad Wins Cannes Lions Grand Prix, Creative June 18, 11:31 a.m.
A Heineken ad campaign from Wieden + Kennedy Amsterdam, the brand’s first global campaign effort, has ...
Be the first to comment on "Hispanic Sports Fans Rising, Sports Advertising Up"
Leave a Comment