Friday, January 30, 2009

Hispanic NFL fan base unmasked

FACTBOX: Facts about NFL's Hispanic fan base
Reuters Jan 29, 2009

CHICAGO (Reuters) - Hispanics in the United States are the fastest-growing minority and their financial clout is expanding just as rapidly.

The National Football League, along with many other media and entertainment properties, has moved over the last several years to tap into that fan base to fuel its growth.


* Hispanics comprised about 15 percent of the U.S. population in 2007, up from 9 percent in 1990. That is expected to rise to 16.5 percent in 2012.

* The increase in the U.S. Hispanic population from 2007 to 2012 will be 15.3 percent, compared with 4.7 percent in the overall U.S. population.

* In 2004, 34 percent of the U.S. Hispanic population was under the age of 18, compared with 22 percent for the non-Hispanic white population. Meanwhile, only 5.1 percent of the U.S. Hispanic population was older than 65, compared with 14.45 percent for non-Hispanic whites.

* The buying power of U.S. Hispanics is expected to rise from $212 billion in 1990 and $862 billion in 2007 to slightly over $1.2 trillion in 2012. That would represent an increase of 46.3 percent from 2007 to 2012, compared with 29.7 percent for the overall U.S. population.

* In 2012, Hispanics will likely account for 9.7 percent of all U.S. buying power, up from 5 percent in 1990 and 8.6 percent in 2007.

-- Source: Selig Center for Economic Growth at the University of Georgia


* In 2008, 25 million U.S. Hispanics watched NFL regular-season games.

* In 2008, U.S. Hispanics spent on average 13.4 hours a week consuming league content across all media, compared with 10.3 hours for the overall general market.

* The NFL's average U.S. Hispanic viewer at 27 years old is 10 years younger than the average general market viewer.

-- Source: NFL


* An average of 17.9 percent of all U.S. Hispanics, or about 7.5 million viewers, tuned into Super Bowl XLII in 2008.
* An average of 15.5 percent, or 6.2 million viewers, tuned in for Super Bowl XLI in 2007.

* An average of 15.7 percent, or 6.1 million viewers, tuned in for Super Bowl XL in 2006.

-- Source: Nielsen Co


* Among Hispanics, the top two, and seven of the 10 most-watched shows among all English-language TV programs this fall were NFL games.

* NBC's December 14 New York Giants-Dallas Cowboys game was the most-watched English-language show of the broadcast season among Hispanics with 1.9 million viewers.

* NFL games were the five highest-rated English-language shows among Hispanic households this fall and NFL games were the highest rated English-language show among Hispanic households in 14 of the season's 17 weeks.

* The NFL's wild-card games on January 3 and 4 were the most watched wild-card weekend among Hispanics in five years, averaging 1.4 million viewers.

-- Source: NFL and Nielsen Co (Compiled by Ben Klayman, editing by Matthew Lewis)

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