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Nielsen's The Round Out tells the developing story of the most significant expansion of sports fandom in a generation and what it means for the brands trying to win over a new wave of fans. Hosted by insights experts Brian Fuhrer and Julie DeTraglia, the podcast pairs decades of media measurement expertise with the cultural fluency to make the numbers mean something. Brian and Julie don't just read the data they round it out, putting every figure in the context of the fans, stories, and shifts reshaping American sports. As FIFA's official media intelligence supplier, Nielsen brings unparalleled insight to the 2026 World Cup and beyond, covering the sports, stories, and communities driving fandom's next chapter. Tune in to hear who the new fans are, what they care about, and how brands can earn their loyalty.
Fede Garza: We joke that for us, the
World Cup is like 104 Super Bowls
and some of those the same day.
It's gonna be the biggest World cup ever.
The level of excitement that that
is gonna generate, again, I don't
think we've ever seen it before.
For the US, having it in our country,
that is going to ignite the fandom that
we've been growing in this country.
Brian Fuhrer: That's Fede Garza, the
senior vice president of research strategy
and insights at NBCUniversal Telemundo.
Now, we're gonna be talking to Fede later
in the episode, but before we bring him
on, let's look at the broader landscape.
Live sports are acting as the
ultimate cultural anchor for
today's fragmented audiences.
Julie DeTraglia: That's right, Brian.
We all know that sports continue
to drive not only huge ratings,
but also cultural relevance.
We're seeing it right
now as we record this.
In this moment, the New York Knicks
are up two games to none in the NBA
finals, and the streets of New York
City are absolutely electric, filled
with people doing impromptu watch
parties or just plain old parties.
There really, it just demonstrates
there's no substitute for live sports.
Uh, but fandom does continue
to evolve and change.
Brian Fuhrer: You know, it's the
one place sports are where everybody
still shows up at the exact same time.
But if you look under the hood at the
numbers, the actual makeup of the viewers,
particularly for some sports, is really
driven by multicultural audiences.
I'm Brian Fuhrer, SVP of Product Strategy
and Thought Leadership at Nielsen,
where I help clients understand consumer
media behavior and how it's evolving.
Julie DeTraglia: And I'm Julie
DeTraglia, Nielsen's Head of
Content and Strategic Insights.
My role here is to help take data
and insights and help clients
turn that into business impact.
Brian Fuhrer: Welcome, everyone, to
Nielsen's The Round Up: Sports from
a Media and Audience Perspective.
Julie DeTraglia: And Brian, we are
calling it The Round Up because it's
exactly what we're here to do, and that
is take the data and the numbers that
Nielsen sees every day and round out the
picture with the cultural and industry
context to help it all make sense.
So this is our second episode.
On our first, we spoke to Mike Mulvihill
of Fox, uh, mostly, among other
things, about the upcoming World Cup.
Brian Fuhrer: Yeah, it
was great to have Mike.
He was a great guest.
And, you know, in looking at
the last World Cup, the audience
flows were really interesting.
Matches that featured Team USA always
drew a really broad audience, but the
rest of the rounds were really powered by
multicultural viewers building up to the
final, which again, was a very big tent.
And it was also interesting to see how
each group spiked when their country
was represented, like Asian viewing
jumping to 15% when Japan played,
or Mexico driving a 20% Hispanic
audience when they played Poland.
Again, this is on English
language broadcast.
But when we shift to Spanish language
broadcast, fandom moves to another level.
Julie DeTraglia: Exactly.
It's clear that authentic connection
isn't just a nice-to-have, but engaging
with diverse fan bases in a meaningful
way is core to any business strategy.
So to be clear, we're recording
this just two days before the
beginning of the 2026 World Cup.
Brian Fuhrer: Now help us unpack this,
we're joined by Federico 'Fede' Garza.
Fede is the senior vice president
of research strategy and insights at
NBCUniversal Telemundo Enterprises.
Now, he is at the absolute
forefront of tracking how Hispanic
audiences consume media and
helping brands connect with them.
Fede, welcome to the Round Out.
Why don't you start by
introducing yourself?
Tell us a little bit about what
you do and your background.
Fede Garza: Sounds good.
Well, thank you, Brian.
Thank you, Julie, for the invite.
It's, it's great to be here.
A- as, as you may imagine, this is a topic
that I'm very, very passionate about.
One, because I'm a Hispanic or Latino
myself, but also because of, you
know, working for Telemundo, we cater
to this very important audience,
so I'm very happy to be here.
Um, so I lead a research and insights
team here at Telemundo Enterprises here
in Miami, and my team is, uh, responsible
for answer- answering all the, the what's
and the why's of the audience, right?
So everything that has to do with-
Who's watching, what they're
watching, why they're watching,
why they're not watching.
So then we can create content
that is enticing to them, right?
And that's across all the
different verticals that we have,
the different, uh, platforms.
'Cause if you don't know Telemundo,
Telemundo's part of the NBCU, uh, company,
and we are like, we're like a mini NBCU,
right, ABC Universal.
We have news, we have sports,
we have entertainment, we have
a lot of live content, scripted,
non-scripted reality shows.
We have a broadcast network.
We have a cable network.
We are on streaming.
We're part of Peacock.
We, uh, have our own app.
We are very active in social media.
And so my team is really responsible of
following the audience and understanding
the audience, which again, primarily
Hispanics here in the US, and, and, and
have also a deep understanding of who
they are and what they want, and I guess
a little bit more secondarily, support
our ad sales teams in their efforts to
evangelize about Hispanics and, and the
value and the importance of Hispanics for,
uh, the brands that we, uh, that we help.
Brian Fuhrer: Oh, that's, that's great.
I appreciate that.
You know, the big show is the World
Cup, and given that you have the Spanish
language broadcast rights, it's gotta be
a busy and exciting time, uh, for you.
And share with us a little bit,
if you would, y- what's the
run-up been like to the World Cup?
Fede Garza: Oh, boy.
Well, um, you know, it actually
started about three years ago, right?
We were like the last week of the
Women's World Cup, and then the, the head
of, uh, sports, uh, set up a meeting,
and he's like, "Hey, guys- We, we're
not yet done with Women's World Cup.
We need to start thinking about 2026.
And so we started back then, uh,
prepping for it, and as you can imagine,
it's, it's an amazing opportunity to
work here in getting ready for this,
'cause, you know, the, the World Cup
is the event for Hispanics, right?
Uh, forget about sporting
events, it's the event.
Uh, a- a few years ago, we did a, we
did a study, and we asked Hispanics
about the, the key moments in their
lives, and you'll maybe be surprised
that the number two most important
event in their lives was their
country winning the World Cup, right?
So it was right below having, or the
birth of a, of a child, and, and above
getting your dream job or getting married.
And so, so this, for us, is, is
an honor and a privilege to bring
this event to, to Hispanics.
And so it's been, again,
years in the making.
Now we are, uh, two days and 20 hours.
There's, there's a clock, uh, behind
me with a c- you know, counter, and it,
it's just been, it's just been amazing.
My responsibility, obviously, is
making sure that we are on top of
all the audience statistics and, as
I mentioned before, who's watching,
where they're watching across all the,
the different platforms we're gonna
have, the, uh, and all the content that
we're gonna have for the World Cup.
Julie DeTraglia: So, Fede, I'm not, I
don't know if the casual observer would
know just how successful your coverage has
been and how it resonates with Hispanic
audiences because, you know, we all know
the English language broadcast numbers may
be larger overall, but, you know, you've
seen, you know, Hispanic numbers doubled.
Um, can you tell us, you know, why you
think that, uh, think that level o- of
engagement is there and what that also
means for brands since I know you, you
know, help on the ad sale side as well?
Fede Garza: Well, first, y- we've
had an amazing, um, uh, m- really
amazing results with World Cup.
This is gonna be our, our third
World Cup as Telemundo, right?
I- in 2022, we reached basically
half of the Hispanics in the country.
That's over 30 million people.
Um, the amount of, of, of viewing that
we generated was as if every Hispanic
in the country watched four games.
This year, we expect to be- An order
of magnitude bigger than that because
it's now in our country, right?
But I always also like to take
a step back and, and just remind
people of how big and important
Hispanics are in this country, right?
'Cause sometimes it-- we, we
may not fully understand, right?
So some of the basic numbers, over 67
million Hispanics now in this country.
That's about 20% of the population.
Um, very young population, about 10
years younger than non-Hispanics.
That's the median age, I think
it's 31 years versus 41, and
clearly over that, right?
But, but we're a very young
demographic growing really fast.
In the last 20 years, Hispanics
have accounted for over half of the
population growth in this country,
and then that's gonna continue
for the next 10, 20 years, right?
So when you think in terms of the size,
the growth, that, that's very important.
When we get into the economic power,
and that's something that impacts
sports directly, but when you think
about the total purchasing power of
Hispanics now is over $4 trillion.
That's with a T. And if Hispanics
were a country, they would be the
sixth-largest economy in the world, right?
So bigger than the UK, about
the same size as Germany.
When you think about the impact and
the influence that Hispanics are
having now in US life and US culture,
I think it's unprecedented, right?
From everything from food.
I say that there's nothing more American
now than watching the Super Bowl
while eating, uh, nachos and tortilla
chips with guacamole and salsa, right?
You have-- That's part of the experience.
When you think about, uh, the, the
biggest celebrities, that's something
that people, uh, uh, get, you know, when,
when they hear this, very surprised.
Uh, Selena Gomez has more Instagram
followers than Taylor Swift.
Actually, she is the, the woman with
the most followers on Instagram.
Number one and number two are guys.
One is Messi, and the other
one is Ronaldo, right?
And so one is Hispanic, the
other one is Hispanic adjacent.
And so you, you see the impact
that they're having in our culture.
And so when, when it comes to
sports, it's, it's, it's, it's
really, really deep, right?
Sports is something that is
almost in our blood, right?
Fandom is something that we inherit,
in many cases, from our parents.
You know, football or soccer, but we like
to call it football, is something that
we learn from, again, our parents, our
grandparents, our uncles, our cousins.
And so it's, it's, it's a community thing.
It's, it's a family thing.
And even now with, uh, quote, unquote,
"American sports"- It's something
that is also starts in the family.
In many cases, kids, right, they,
they get involved with, uh, community
leagues or school leagues and they
start playing, you know, f- American
football or baseball or even hockey,
and their parents, as they support
their kids, they start becoming fans.
And so you see fandom coming either
from, again, your, your, your older
generations or the younger generation,
but it's something that is ingrained
in our culture, ingrained in our
communities, ingrained in our families.
Brian Fuhrer: You know, um, you're
coming off, and I've done a lot
of work with, uh, a number of your
colleagues understanding the Olympics
and understa- a- and the success that
you had cross-platform starting with
Paris and how that, uh, translated a-
and what we s- you know, recently saw
and, and the incredible numbers that
we saw with Peacock as a big driver.
And, you know, using that kind of as a
template, um, I was, I was just curious
about how this, uh, is all gonna fit.
Now, we- we've seen some really
interesting viewing patterns across
Hispanics, uh, including the fact that
they significantly over-index with
streaming, but we also see the incredible
popularity of broadcast in Spanish
dominant homes, and that- that's one
thing that really sticks out to a lot
of people that are looking at this.
Now, on a sheer viewing basis, broadcast
far exceeds, um, the other groups, uh,
you know, the other categories o- of
viewers for Spanish dominant, and I
think that's, that's kind of interesting.
But this leads us into the obvious
question about the streaming service
Peacock, and do you see the World Cup
as a way to introduce more Hispanics
to Peacock the way you did with sports
fans in general with the Olympics?
Fede Garza: You know, back in
'22, that was the first time that
we had the World Cup on Peacock.
I think it blew everybody's expectations
on how much the World Cup was going
to be seen on Peacock and how many
new subscribers would it bring.
Um- I think we brought over a
million and a half new subscribers
to Peacock, which again, was
more than, uh, anybody expected.
About a third of the viewing of
the World Cup was on Peacock.
So I think that really, uh,
taught us a lesson, right?
That we now in '26, four years later,
when Peacock is probably twice the size
and, uh, has as many, you know, twice
as many subscribers and, uh, four years
ago, if not more, that we couldn't
ignore Peacock as a very important,
uh, platform for the World Cup.
And so this time, I think
we're going even further.
We're now-- we're taking advantage
of the technology, right?
So on Peacock, we're gonna have
the games, uh, in, you know,
like 4K, Atmos, uh, sound.
We're gonna have a hub where people
can go and just not access, not
just the games, but they're gonna
be able to have a multi-view, right?
So what is happening in the field, what
is happening around the, the stadium, what
is happening on the, on the sidelines.
People are gonna be able to see
a lot of exclusive content right
before the games, after the
games, uh, summaries of the games.
So we're really, really taking
advantage of it because as you said,
right, Hispanics Uh, over-index
or they're more likely to use, uh,
but, and consume media across all
platforms, and that has reset the
expectations of, of our audience, right?
We can't just engage with
them on broadcast or on cable.
We have to do it, uh, across
all the different platforms.
And, and even more, like we're
taking advantage of other, uh,
uh, platforms like FAST channels.
We're gonna have… We have our sports
FAST channel, and that is available
in many different devices, connected
TVs, and we're also gonna have some
content that is special for FAST.
We're gonna have a lot of
content on social media, right?
Especially, uh, for the
younger generations.
That's, that's how they like to engage.
So again, it's, it's, it's taking
advantage of every single platform, every
single point of contact to make sure that
nobody misses this on purpose, right?
Whether they, they're at work, they're
on the w- on, on the go, they're with
friends, they're with family, they're
on their own, every single situation
that they have a way to watch, uh,
this, uh, incredible tournament.
Julie DeTraglia: So you kinda talked
about this a little bit, you know,
going back to the brand question.
Um, gave a lot of great stats about sort
of the size of the Hispanic audience.
We have a stat that shows that 47%
of the US Hispanic population expects
their interest in this World Cup to
grow, probably having to do with being
on, you know, home soil and all that.
There's gonna be some
massive numbers there.
But I, I think that one of the things
we see with the marketplace is that
brands tend to place their money
in different buckets, and sports
is a bucket, Hispanic is a bucket.
You know, do you… How do you
think about helping marketers more
holistically speak to not just Hispanic
audiences, but audiences overall?
I mean, I know you do sort
of a cross-platform sale at
NBCUniversal where people can
buy across all these properties.
You know, what are the some of
the things you talk to marketers
about sort of more authentically
building trust with those audiences?
Y-
Fede Garza: you know, again, I feel
like this could be, uh, it like
its own, its own podcast, right?
Um, I, I, I think that there's
this, this gap, right, that
I think you, you mentioned.
I think it's closing, fortunately.
I, I think, you know, this time,
uh, at NBCU, we were able to secure
some of the largest ever, uh,
partnerships with many brands, right?
Some of the brands that
you, you, you know well.
Um- And I think that the brands are
understanding the importance of, of
taking advantage of this cultural moments.
Um, but I think there's, there's still
some m- mistakes sometimes the brands,
that brands make or, or they're not
fully understanding everything that they
can do, and I think it, it's probably
a combination of three things, right?
One, not fully understanding the
importance, again, of the, of the
Hispanic demographic and, and, and, and
in this case particularly with sports.
We did a … Recently we did a
collaboration with consulting firm
McKinsey, and they project that-
Uh, the s- the sports ecosystem,
the value of the sports ecosystem
is gonna double the next 10 years.
It's gonna go from, like, 160 billion to,
like, 320 billion, and Hispanics are gonna
drive about a third of that growth, right?
That's over $50 billion per year.
And so you, you can't ignore that
much power, and that power manifests
in the form of higher spending than
non-Hispanics, whether it is on tickets,
going to events, Hispanics are more
likely to go to live sporting events.
They spend more on merchandising.
They spend more on subscriptions
to watch sports, right?
And so you, you can't ignore that anymore.
So, so hopefully, I think brands more and
more are understanding that, and they're,
um, uh, they're, they're investing.
The second thing is sometimes they believe
that they can just go general market.
They can go through the same channels
that in which they, they, uh,
engage with other audiences, and the
challenge with that is, is, is twofold.
One, they're gonna miss a lot of people,
like, even, you know, we, we… Internal
data from NBCU, we have, uh, obviously
as, as part of a, of a, of a ecosystem,
we have English networks, Spanish networks
like Telemundo, and we have Peacock.
And when you look at the audience,
uh, that we reach, there's, there's
three distinct audiences that
have a relatively small overlap.
And so if you're only going with, say, NBC
and Bravo, you're gonna miss a good chunk.
If you only go with Peacock,
you're gonna miss a big chunk.
If you only go to Telemundo,
you're gonna miss a big chunk.
So you need to have a comprehensive
approach and strategy, so you
take advantage of English language
networks, Spanish language,
uh, streaming all together.
They're gonna help you get there.
And then the last one is sometimes
brands may not really know the how.
How they wanna do it, they, they, they,
they wanna have a, a comprehensive
strategy, but they may feel uncomfortable
maybe 'cause they don't, maybe don't
un- they don't understand the culture,
or they are afraid that they may
misspeak or misrepresent the brand
or, or not connect, and I think
that's where we can definitely help.
We can help them take advantage
of these cultural moments.
We can help them, uh, create- The
message, the, the, the message, right?
C- the creative that is appropriate
for the, for the demographic, and even
borrow, in a way, the relationship
that we have with them, 'cause, 'cause
Hispanics really appreciate authenticity,
and, uh, this is a word that sometimes
it's thrown, thrown out very casually,
but what that means is to connect in
culture, connect in language, and,
and, and, and when you do that, then
the, you know, Hispanics respond.
R- Hispanics are more likely to
buy products from brands that
engage with them in culture.
They're more likely to recommend the
brand to other people, and, and so,
you know, by doing this, that's how
companies can get the really, uh, m-
much bigger return on their investment.
Brian Fuhrer: Every year, the
biggest day of the year from,
uh, a television perspective is,
uh, Super Bowl Sunday, right?
But globally, it's just dwarfed by the
size of the World Cup, and the World
Cup has … Every, every World Cup
does a little bit better, but everyone
that I've spoken to, um, it, you know,
it feels like lightning in a bottle.
It feels like a cultural moment that
we're all really, uh, looking towards,
and, uh, you know, with the increased
appetite for sports that we're seeing,
are you feeling that this is gonna be
the connecting moment with, uh, the
United States and, and soccer maybe
in a way that we haven't seen before?
Fede Garza: You know, we, we, we
joke that for us, the World Cup
is like 104 Super Bowls, right?
Uh, and, and some of those the same day.
Um, it- it's, it's gonna
be unprecedented, right?
'Cause for two reasons.
It's gonna be the biggest
World Cup ever, right?
So we have now 48 countries playing.
We're gonna have 104 games.
We are gonna have this, uh,
tournament hosted in three
different countries, right?
The US, Mexico, Canada.
And I, I think just the l- the
level of excitement that that is
gonna generate, again, I don't
think we've ever seen it before.
I think for the US, having it again in
our country, right, we, we had it in '94
here in the US, I think definitely that is
going to ignite, I think, the, the fandom
that we've been growing in this country.
You know, soccer is, if not the highest
growth sport in the US, it's definitely
one of the fastest-growing sports.
There's, I think now, generations,
just as with Hispanics, there are
generations of people that have
played soccer maybe when they were
kids and then later in their lives.
And so I think that
everything is now in place.
Um, here in Miami, we're the, the
home of the Inter, right, in, in
the MLS, and we have Messi now.
And since Messi is here in Miami,
everybody talks about soccer, right?
Hispanics and non-Hispanics,
we, we've embraced Messi.
We, we have a new stadium here.
I, and I think when, you know, you
see all the things aligning, and
I'm really hoping that that's going
to bring the same across the US.
I'm optimistic that the having the World
Cup here in, in our country is really
gonna be big for, for soccer and, and,
and for sports, I think, in, in the US.
Julie DeTraglia: It's a huge undertaking.
You mentioned 104 games over five weeks.
That's a l- you and your team are
gonna be spending a lot of time
doing a lot of reporting, right?
Can you tell us a little bit about the
numbers that really matter and some of the
signals that you will use to sort of give
some context to how those games perform,
you know, anything from, you know, how
they perform on TV to streaming, but
also in social media where there's bound
to be just a whole lot of conversation
that's gonna happen and, you know,
stars that will emerge there as well.
So just curious about on your day-to-day
as you're reporting back to the
business on the success, what are some
of the, of the data sets that you use?
Fede Garza: There's a number of
metrics that are very important to us.
Obviously, the size of the
audience is critical for us, right?
Across all our platforms, we have
something that we call the total audience
delivery or, or TAD, and that looks
into, uh, broadcast and streaming.
And, and that, that's very important
for us because that's also a
measure how, uh, how much audience
we can pr- we're providing for
our, um, our advertisers, right?
Are, are we, are we meeting their
expectations in terms of, you
know, the, the reach that we have?
Very important for us to know how much
of the Hispanic audience we're reaching.
Obviously- You know, Fox is,
is, is gonna do it in English.
They, they're catering to 300 and change,
or 300 and, and, and plus million people.
We're catering to a smaller audience.
We wanna understand of that
audience how much we are reaching.
And, and I think- L- longer term,
we wanna understand are we bringing
new people to our ecosystem, right?
Are we bringing more people to Peacock?
Are we bringing more people to Telemundo?
People that maybe are not with us
on a, on a regular basis, we're
bringing them to, to Telemundo.
We're exposing them to, to some of
the shows that we're gonna be, uh,
producing and, or, and airing soon.
So we wanna see how much of that
audience we can also retain.
And I think i- the, the most important
for me in the long run is, are we
meeting the audience expectations?
So we're also gonna have a number
of studies, more qualitative and,
and, you know, primary research.
We're gonna be asking the audience,
"Are we giving you what you, what you
want? Are we meeting your expectations?"
Right?
"Would you, would you think about
Telemundo before the World Cup
and now? Is your perception of
the brand and perception of the
content, has that improved?" Right?
So from a every day, are we,
are we bringing the audience,
to are we retaining them?
Are we meeting their expectations?
All of that is gonna be part of
what we're gonna be reporting.
Brian Fuhrer: Two important questions
I'm gonna, I'm, I'm gonna wrap up with.
Number one, pr- a prediction from you,
and also who are you cheering for?
Fede Garza: Oh, boy.
Okay, let me start with
the second one first.
So I, I'm originally from Mexico, so I
have to, uh, obviously root for Mexico.
I'm hoping that they can get at
least to the, uh, round of 16.
I, I'm realistic, right?
Uh, but I'm hoping they can get there.
I'm also rooting for the US 'cause now
it's my, it's my, it's my country now
and, and my kids were born here, and
now, you know, I'm, I'm, I'm American.
So I'm rooting for the US to also
hopefully get to the round of 16.
That would be, that'd be fantastic.
In terms of who I think is gonna win,
that's an even more difficult question.
Um, I have, right now, I just did … So
one, one of the things that we're
gonna have as part of our offering
is a, we call it quiniela in Spanish,
or bracket, an interactive bracket.
And so I just did my bracket, and I
have Brazil and Spain on the final,
and of those two, that's a very
tough one because I lived in Spain.
My son right now lives in Brazil, so
my heart is, you know, like, torn.
I think I'm gonna go with
Brazil, but we'll see.
We'll see.
I, I … Again, I'm not a, I'm not
a soccer expert in any means, so
I, I'm probably gonna be wrong.
Uh, but you, but you know, we'll,
we'll talk in, uh, 42 days and,
and, and, and we'll confirm.
Brian Fuhrer: Let- let's do that.
I really appreciate all of the, you know,
the ability to work with your teams and
across all of NBCU on all these projects
and, and I want to acknowledge what a
challenge it is to- accurately measure
the Hispanic audience, and I think we
both know that, you know, there are some
specific, uh, unique challenges that
we're always trying to im- improve on.
And, you know, we like to think that
we're, you know, the best in class
and we got- we have a lot of very
unique information about Hispanics,
but we know that we can always get
better, and, and we appreciate you
working with us to help us both grow.
Fede Garza: Well, I, I would be remiss if
I don't acknowledge that obviously we're
working very closely with Nielsen on,
on all this, right, measuring, uh, this.
So again, thank you for the partnership
and, you know, we look for- we
look forward to continuing that
Brian Fuhrer: So I knew Fede was gonna be
a great guest, but I, I, I'll be honest,
some of the, the things he shared were,
uh, even exceeded my, uh, my expectations.
Getting a feel for what it's like
to be in the middle of things, uh,
preparing for the World Cup was,
was a great thing to, to share.
Julie DeTraglia: Yeah, and it's
interesting, a lot of the data
that he cited about Hispanic
consumers, we see in our own data.
It could've been from the same place.
Just about the growing spending power,
um, the, um, propensity to recommend
brands, to have this sort of strong
tie to brands that sponsor the content
and the teams that they love, it's all
stuff that we've seen in our own data.
So it's interesting to see that
come to life as part of the way
that they pitch their product.
Brian Fuhrer: Yeah, and we've been working
for a long time to really measure Hispanic
viewers and, and improve, uh, the, a very
challenging component of measurement,
which is the Hispanic audience.
And I think what he said, when he put it
into context of the GDP of the American
Hispanic consumer as the sixth-largest
country in the world, um, you know,
it, it's, it's really extraordinary
and, and really undersc- it, it's
very gratifying to hear that because,
y- you know, over the past 30 years
as we've been working through this,
this, it was kinda what was predicted,
and it, it's certainly come to pass.
And we're very happy for the
success that they've had and the
expertise that they've developed.
Julie DeTraglia: Yeah, I think
this is a pivotal moment.
You know, we've been hearing for, I
mean, as long as I've been working,
there's been a lot of research around
Hispanic audiences because it's a
population that's been the fastest-growing
in the US for a very long time.
And now I think we're at 20% of
the US, I think that's the number,
uh, he gave a, a number, too,
of, of total, and it's massive.
Brian Fuhrer: The other thing, too,
is we saw this with the Olympics
especially, the ability to… Uh,
you know, it's not just one event.
It's a, it's- h- over 100 games,
and there's gonna be so much to
follow, it's, it's very hard to
do that in just a linear fashion.
Uh, so in some ways, this really cries
out for a multi-platform environment
where you can do deeper dives and,
and look at a lot of different, uh,
perspectives of, of what's happening.
So that's, that's one of the things.
Yeah, as the whole American media
ecosystem calls out for more sports,
it's really, you know, it's, it's like
need for sports, meet the World Cup, is
it, it, it couldn't be better timing.
The challenge is y- you know,
h- the frequency, right?
The, the four-year, uh, turnaround
is, is what's a little bit different.
So I, I… But still, I think in some
ways that increases the anticipation.
In other wa- in other ways, you know,
there's three years of, of a bit of a gap.
That may push, uh, Major League Soccer
and all the other, uh, components there
in- into the, into the, the opening.
But, um, it, it, uh, what we know for
sure is, and we've been assured by
multiple people that know more about
it than anyone, that this is gonna be
by far the largest World Cup, and we're
really, uh, excited to be measuring
it directly with all these partners.
Julie DeTraglia: It's
gonna be a lot of fun.
A lot of great new insights and
records will be set over the next,
uh, five or so weeks, so we're
really looking forward to it.
Make sure to subscribe to The
Roundout wherever you get your
podcasts so you never miss an episode.
Find us anytime at theroundout.com.
Brian Fuhrer: I'm Brian Fuhrer.
Julie DeTraglia: And I'm Julie Detraglia.
Thanks for listening, and
we'll see you next time.