{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Round Out","title":"Why Hispanic Sports Fans Are the Most Brand-Responsive Audience in America, with Fede Garza","html":"","width":"100%","height":180,"duration":2015,"description":"Live sports remain one of the few moments where a fragmented audience still shows up at the same time, and increasingly that audience is multicultural. You can watch it happen any time a big match lands, when watch parties spill out of living rooms and into the streets. But look under the hood at who is actually watching, and the makeup of that audience is shifting fast. The last World Cup told the story clearly. Matches featuring Team USA drew a broad audience, but the rest of the rounds were powered by multicultural viewers, and that was on English-language broadcast. Shift to Spanish-language coverage, and the level of fandom moves to another level entirely.That is the audience that will define the 2026 World Cup, and it is the most brand-responsive one Nielsen tracks. Authentic connection here is not a nice-to-have. It is a core business strategy. To unpack what that looks like, recording just two days before the tournament kicks off, Brian and Julie sit down with one of the people who knows this audience best.Our guest: Fede GarzaFede Garza, SVP, Research Strategy & Insights, NBCUniversal Telemundo Enterprises. Fede sits at the absolute forefront of tracking how Hispanic audiences consume media and how brands can authentically connect with them. With Telemundo holding the Spanish-language rights to the 2026 World Cup, few people have a sharper read on the audience that will define the tournament.Chapters00:00 Live Sports as the Last Cultural Anchor — why everybody still shows up at the same time00:00 Welcome to The Round Out — meet your hosts, Brian Fuhrer and Julie DeTraglia00:00 Multicultural Audience Flows — how each fanbase spiked at the last World Cup00:00 Meet Fede Garza — tracking Hispanic audiences at Telemundo00:00 The Cultural Energy of the Hispanic Sports Fan — the World Cup runup at Telemundo00:00 Doubling the Numbers — why Spanish-language coverage resonates the way it does00:00 Multi-Platform Measurement — streaming, broadcast, and the road to...","thumbnail_url":"https://img.transistorcdn.com/ZOTBkR9OxOACmly1Y0Qlqt6eI2IUpYW4Kd0GNOTYjGA/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9kMTVi/M2Y2ZjQ4MGI4Yjkw/NWEzMmZlZDU2NThk/ZDAyYi5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}