Hispanic audience tunes in to sports beyond soccer

05/21/2012 | MediaPost Communications

Capturing the Hispanic viewer in the sports arena is going beyond soccer and boxing, according to a Nielsen study. Spanish-speaking viewership of the Daytona 500 race, for example, was up 55% over last year, and viewing of the NFL draft doubled over 2008. That's good news for advertisers, as the Hispanic audience skews younger, with the 6.9 million Hispanic viewers of NCAA basketball's March Madness, at 39 years old, averaging five years younger than the African-American audience and nine years younger than whites.

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