According to the Census, there are more than 60 million Hispanic people in the United States.
And out of that number, the NFL has 15.4 million avid Hispanic and Latinx fans in the U.S, per a Nielsen/LiS study.
For Super Bowl 59, Fox Deportes and NBCUniversal’s Telemundo are collaborating with the NFL on the simulcast for the Big Game. Each network will produce its own distinct broadcast.
Angelina Losada, vp of business development and growth initiatives at Fox Deportes, said this kind of deal has never been done with any property.
“It’s history in the making as we move into the Super Bowl because we want to reach collaboratively between a network and the NFL,” Losada told ADWEEK. “The NFL is also a big player, so we need them to raise the fan base for Hispanic audiences.”
Losada said what makes this simulcast unique is how the Fox Deportes and Telemundo viewership skew a little differently demographically. With Fox Deportes, they’re attempting to reach a multigenerational and younger audience.
“It’s the kids that are attracting the uncles, the fathers, the cousins, and then everybody gets together, and it’s an event, but it’s really being driven by the younger audience and the bilingual audience, and we understand that,” Losada said.
This year, some of the things that viewers can expect is a video that Fox Deportes shows every year featuring artists setting the stage right before the broadcast of the game begins.
While it has often featured more traditional Mexican artists like Los Tigres del Norte, Los Tucanes de Tijuana, and Banda MS, Fox Deportes chose Puerto Rican artist Anuel AA and Mexican artists like Gabito Ballesteros, who are more popular with younger Hispanic consumers.
Beating records and making history
Losada said ultimately the goal is to beat all records.
This is the fifth time Fox Deportes will broadcast the Super Bowl since being the first Spanish-language network in the United States to air the game in 2015.
According to the network, they’ve aired the three most-watched Super Bowls in Spanish on cable:
