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1、FanticosNielsens playbook on Hispanic audiences,sports and media engagement2024 Diverse Intelligence SeriesCopyright 2024 The Nielsen Company(US),LLC.2Table of contents19ConclusionIntroductionSection 1Hispanic audiences media consumption Section 2Changing the way we fan5311Section 3The power of spor

2、ts sponsorships 16Methodology20Copyright 2024 The Nielsen Company(US),LLC.3Introduction1 U.S.Census Bureau2 Latino Donor CollaborativeHispanics arent just watching the game,theyre changing it.Responsible for 71%of U.S.population growth between 2022-20231 and with more than$3 trillion in purchasing p

3、ower2,Latinos have tremendous influence on the U.S.economy and culture.From Latino food and music to business leaders and sports stars,our community is a key part of U.S.society.Now,Hispanic audiences are rewriting the playbook on how the U.S.engages with sports and sports media.Consider the U.S.s r

4、ecent surge of interest in international soccer,driven largely by Hispanic audiences and fans.The Copa Amrica and the UEFA Euro 2024 Final,both held July 14th of this year,drew some of the highest viewership numbers in history.But the growing appetite for soccer didnt stop there.It was immediately f

5、ollowed by a record-breaking 9 million viewers of the U.S.Womens National Soccer Team Gold Medal winning game.These events,long established in global sports,have recently gained unprecedented traction in the U.S.thanks,in part,to the enthusiasm of a growing Hispanic fan base.The growing appeal of in

6、ternational sports within the U.S.brings fresh excitement and opportunities for fan and brand engagement.This report provides brands with deeper insights into how Hispanic fans engage with sports media and are shaping the future of U.S.sports culture.As Hispanic fans drive new trends in sports viewe