Hispanic fervour for FIFA World Cup builds | Media Analysis | Business
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Nine out of ten Hispanic soccer fans in the US plan to watch the FIFA World Cup from beginning to end, and some say they would prefer to watch the action than spend time with their family, says a Horowitz Research survey.

world cup 7 march 2018According to the data, compiled in association with US Spanish-language broadcaster Telemundo, more than three-quarters of Hispanic soccer fans (77%) plan to watch World Cup matches live on television. However, when they can’t catch the matches live, 46% say they will live stream matches and 31% will stream matches on demand, setting up 2018’s World Cup to be the most cross-platform in history.

Interestingly, Telemundo, which has Spanish-language rights to the event in the United States, will attract a quarter of non-Hispanics, according to the poll. More expectedly, about 70% of Hispanics plan to watch the World Cup exclusively or mostly on Telemundo.

“The World Cup is one of the greatest expressions of Hispanic identity and fandom,” Telemundo said. “When asked to rank a series of life events in order of excitement, Hispanics rank seeing their country win the World Cup second only to holding their child for the first time. It even out-ranks winning a new car or getting a promotion at work in terms of exciting life events.”

Telemundo’s research emphasises that Hispanic millennials are leading a shift towards fútbol in America’s sports culture, with two in three Hispanic millennials saying they’re fans.

The survey also found that 61% of Hispanic millennial males would risk getting in trouble at work to stay home to watch an important World Cup match; and 68% would rather give up all of the rest of the content on TV than give up soccer. About half (52%) would rather spend the day hanging out with their favourite soccer team than with their own family.

The findings also show that the World Cup is an inherently social experience. More than 80% of Hispanic soccer fans turn the World Cup into a viewing party or virtual co-viewing. And for close to 80% of Latinos, the tournament will take over the social conversation as they follow memes, comments and arguments about a match through social media or post themselves.