Article Sports

Reach Hispanic Moviegoers Via Sports

By Hilary Dubin, VP - Business Development

Dec 19, 2014

Movie marketers are always looking to generate more ticket sales.  And advertising to Hispanics in Spanish-language sports content might just be the way to do it.  According to this year’s Nielsen Moviegoing report, nearly 70% of all Hispanic moviegoers watch sports regularly on TV— that’s more than 2 out of every 3 Hispanics buying movie tickets. Not surprisingly, the Hispanic moviegoer– who is known to go to the theater more often and with more people – also has a very sports-friendly profile:  60% are male and 55% are between the ages of 12-34.

Hispanic sports fans are also spending more time watching sports compared to their non-Hispanic counterparts.  According to our recent Fanatico research, the Hispanic sports fan consumes 30 more minutes of sports content each week than non-Hispanics, and is 20% more likely to watch sports every day.  This bodes well for movie marketers who are interested in connecting with lots of consumers who are watching live (93% of Hispanic sports fans watch live vs. 91% of non-Hispanics).

The question then becomes:  “Which sport will drive these Hispanic movie-loving consumers to the box office?”  The indisputable answer is soccer.  Our research shows that 84% of Hispanics 18-49 follow soccer, and they’re twice as likely as non-Hispanics to watch it on TV. It’s a good thing that the new year brings the start of the Mexican Soccer League’s Clausura season (January-May), and the most watched club soccer league in America!

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