Future of TV Hispanic Consumers Super Bowl

Telemundo reports Spanish-language Super Bowl audience uptick


By John Glenday, Reporter

February 17, 2022 | 3 min read

Spanish-language broadcaster Telemundo has broken new ground in bringing the Super Bowl to Hispanic audiences after last weekend’s big game became its most-watched broadcast in two years, with an average of 1.9 million viewers tuning in.

Super Bowl

This year’s Super Bowl was Telemundo’s most-watched broadcast in two years

Spanish-speaking sports fans have traditionally tuned into soccer, but have been crossing the playing field in ever-increasing numbers to experience the Super Bowl hype for themselves, with Telemundo lighting the way.

The linguistic milestone makes Super Bowl LVI the highest-rated Spanish-language non-soccer sports event of the decade. A detailed breakdown of viewing figures presents Telemundo as the real victor in The Los Angeles Rams’ 23-20 win over the Cincinnati Bengals, outperforming last year’s coverage on ESPN Deportes by 192% among total viewers.

Telemundo Deportes president Ray Warren said: “Super Bowl 56 posts yet another historic achievement for our network and in Spanish-language television, delivering an unprecedented Latino audience that exceeded all expectations. We are committed to offering the highest quality, most authentic coverage of the biggest and best sports programming in Spanish-language media, and Super Bowl is the beginning of a historic year for Telemundo to be capped with the Fifa World Cup in Qatar at the end of the year.”

Further fueling Telemundo’s success was its extensive digital coverage, with the official website and app hosting 69,000 streams. This propelled a social surge with 29.9m interactions across Facebook, Instagram, Twitter and YouTube, making it the second most social telecast of the game behind NBC.

Spurred by a well-oiled marketing hype machine engineered by the NFL and Pepsi, video views also performed strongly, growing a giant 741% with 57.5m views.

Future of TV Hispanic Consumers Super Bowl

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