- Super Bowl 56: 951,000 viewers
- Super Bowl 54: 762,2000 viewers
- Super Bowl 51: 654,000 viewers
Breaking records is also a goal at Telemundo, according to evp of sports Joaquin Duro. This will be the second time the network will air the Super Bowl in broadcast after being the first one to air it back in 2022—and it’s expanding to more than eight hours of live coverage.
In 2022, Telemundo’s was the most-watched NFL game in Spanish-language history, delivering a record-setting average of 1.9 million total viewers. It ended up ranking as the highest-rated Spanish-language non-soccer sporting event of the decade.
Duro said the deal was an opportunity to bring the game to people via broadcast and free-to-air, and overall, to broaden access.
“We feel it’s very entertaining, comprehensive coverage throughout different topics,” Duro said. “From everything to looking at 20 years ago at Katrina [the 2025 Super Bowl will be played at the New Orleans Superdome, which housed hurricane refugees] and transitioning into more family-friendly content like food, music, and everything that surrounds not only the Super Bowl itself—that’s obviously an incredible day for Americans and Hispanics in the country—but the city of New Orleans itself.”
Closer to the game, Telemundo will have internet personality Miguel Gurwitz and former football player Rolando Cantú to commentate on the game.
“We have a very good knowledge of our fan base and Hispanics following the NFL,” Duro said. “And the benefit, obviously for us, it’s the Spanish audience in the country having access to Telemundo in a broadcast network free to air,” which broke ratings records in 2022.
Advertisers should not ignore Hispanic consumers
Losada said when it comes to reaching the Hispanic audience, it would be remiss of advertisers not to add Spanish language into their mix because the demographic continues to grow, reiterating that a substantial segment of that population is bilingual.
“We know it, the advertisers know it, Telemundo knows it, and the NFL knows it,” Losada said. “In agreeing to do this three-way partnership, it’s exactly for that. It is to make sure that we’re giving the advertisers what they need to grow within the Spanish language marketplace. At the end of the day, we want the fans to grow, but we’re also giving the advertisers something they’ve never had before.”
Duro shared the same sentiment, noting it’s important for advertisers to pay attention to Hispanic consumers in the live programming space.
“Telemundo has live programming in sports, and it’s very natural for us,” Duro said. “Live programming benefits advertisers and this is a trend now. Most—if not all—of the content that we do right now is live from news, to entertainment shows, reality programming, and sports.
“For many years, live sports has been the way to go. But reaching Hispanics through the cultural aspect of of an Hispanic production on Fox probably will tell you the same thing, and that diversity that comes from a production—from talent to producers to the topics that are being produced or handled—that is important because you’re reaching them in a space that makes them feel more connected.”
