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New Nielsen Research Commissioned By Univision Communications Inc, “Los Fanáticos: The Passion And Power Of The Hispanic Sports Fan,” Found Hispanics Consume 64 Percent More Sports Than Non-Hispanic Counterparts

Research Details Bilingual Sports Fans Prefer to Watch Soccer in Spanish 6/21/2017 8:30 AM

Comprehensive Insights on New Study to be Shared During Webinar

NEW YORK – JUNE 20, 2017 – Univision Communications Inc. (UCI) today announced some findings from its newly commissioned research study conducted by Nielsen, titled, “Los Fanáticos: The Passion and Power of the Hispanic Sports Fan.” The study confirms that while sports fans in general are valuable consumers, Hispanic sports fans are the gold standard.

Among the many findings, Nielsen found that:
• Hispanics consume more sports, spending 20 hours weekly across TV, video and radio (compared to 12 hours for non-Hispanics).
• 83 percent of bilingual sports fanáticos prefer to view soccer in Spanish versus English.
• Hispanic sports fans are 33 percent more likely to say they buy products they see advertised during sports programming.

“As the leading media company serving Hispanic America, UCI commissioned this study to help marketers understand the attributes that make the Hispanic sports fan such an integral part of any winning marketing strategy,” said Jed Meyer, executive vice president, Corporate Research, Univision. “Hispanics’ unparalleled passion for sports, particularly soccer, proves how much of a major influencer this audience is, making them powerful consumers and brand loyalists.”

The custom research by Nielsen commissioned by UCI looked at more than 1,500 Hispanic and non-Hispanic individuals who consider themselves avid sports fans. Research found Hispanic sports fan viewership has grown over the last five years by more than 25 percent, while in the same period, non-Hispanic viewership has declined.

For a complete first-hand look at the study, join Univision’s webinar “Los Fanáticos: The Passion and Power of the Hispanic Sports Fan” on June 21, 2017 at 2:30 p.m. ET, hosted by Jed Meyer. The webinar will delve further into questions of gender and language differences, purchasing trends, and more. Interested persons are encouraged to register by following this link.

CONTACT: Mercedes Diez
212.455.5259
mdiez@univision.net
@UCIPRTeam


About Univision Communications Inc.
Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the leading networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country available in approximately 91% of U.S. Hispanic television households; UniMás, a leading Spanish-language broadcast television network available in approximately 85% of U.S. Hispanic television households; Univision Cable Networks, including Galavisión, the most-watched U.S. Spanish-language entertainment cable network, as well as UDN (Univision Deportes Network), the most-watched U.S. Spanish-language sports cable network, Univision tlnovelas, a 24-hour Spanish-language cable network dedicated to telenovelas, ForoTV, a 24-hour Spanish-language cable network dedicated to international news, and an additional suite of cable offerings – De Película, De Película Clásico, Bandamax, Ritmoson and Telehit; Univision Local Media, which owns and/or operates 59 television stations and 64 radio stations in major U.S. Hispanic markets and Puerto Rico; and Univision Now, a direct-to-consumer, on demand and live streaming subscription service. The Company also includes the Fusion Media Group (FMG), a division that serves young, diverse audiences. FMG includes two cable networks: news and lifestyle English-language network FUSION TV and UCI’s interest in El Rey Network, a general entertainment English-language cable network; Univision.com, the most-visited Spanish-language website among U.S. Hispanics; Uforia, a music application featuring multimedia music content; as well as a collection of leading digital brands that span a range of categories: technology (Gizmodo), sports (Deadspin), music (TrackRecord), lifestyle (Lifehacker), modern women’s interests (Jezebel), news and social justice (FUSION.net), African American news and culture (The Root), gaming (Kotaku), and car culture (Jalopnik). FMG also includes the Company’s interest in comedy and news satire brands The Onion, Clickhole and The A.V. Club. Headquartered in New York City, UCI has content creation facilities and sales offices in major cities throughout the United States. For more information, please visit corporate.univision.com.

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