Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

World Cup 2014
Gooooooooool!!!!

❶ Methodology
❷ Summary of Key Findings
❸ Detailed Findings
❹ Appendix: Sample Profile
Contents
2

Methodology
3
Method Online omnibus survey hosted by ThinkNow Research
Sample Size
Hispanics: n=504
Non-Hispanics: n=306
Screening Criteria
• Hispanics: self identify as Hispanic origin
• Non-Hispanics: self identify as Non-Hispanic origin
• 18-64 years of age
Quotas/
Weighting
Quotas:
• Age bracket
• Gender balance
• Region
• Primary language spoken at home (Hispanics only)
Some light weighting applied to balance samples to U.S.
Census data with respect to age, gender and region.
Test Area Nationwide
Fieldwork Timing May 7-15, 2014
Survey margin of
error
At the 95% confidence interval:
Hispanic sample (n=504) +/- 4.5%
Non-Hispanic sample (n=306) +/- 5.8%

• U.S. Hispanics are significantly more likely than non-Hispanics to be aware of and have
plans to watch the World Cup.
• Just over half (54%) of Hispanics between the ages of 18 and 64 plan to watch at least a few
games of the World Cup, compared to less than one-third (31%) of non-Hispanics.
• Hispanics with lower levels of acculturation are especially looking forward to watching the
World Cup. Three out of four less acculturated Hispanics (78%) plan to watch the World Cup.
• Team USA is the team that both Hispanics and non-Hispanics are most interested in
watching and most likely to be rooting for. However, Hispanics also show high interest
and fan support for Mexico, Brazil, Spain, Argentina and other Latin American teams.
• Of Hispanics planning to watch World Cup games 85% will watch them in Spanish at
least some of the time.
• Among those who are planning to watch World Cup games, Hispanics are more likely
than non-Hispanics to watch games in the company of others and host parties to watch
the matches.
• While espn.com is the site that both Hispanics and non-Hispanics are most likely to use
to keep up with World Cup games, the Spanish language TV and sports networks are
also important sources for Hispanic fans.
• Over 60% of Hispanics planning to watch the World Cup report that they would be
more interested in purchasing from companies that are World Cup sponsors.
Key Findings
5

Hispanics are more aware of the World Cup than non-Hispanics, especially if they
are less acculturated.
Q: Are you aware that the World Cup of soccer will begin in June of this year?
Base: All respondents 7
Awareness of the World Cup
64%
43%
86%
69%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hispanics (A) Non-Hispanics (B) Low Acculturation
(J)
Bicultural (K) High Acculturation
(L)
Upper case letter indicates significantly
larger (95% confidence)
B
JK
L

Over half of all Hispanics surveyed, and 78% of those who are less acculturated
plan to watch at least a few games of the World Cup.
Q: Which of the following statements best describes how much of the World Cup games you will be watching?
Base: All respondents 8
Plans to Watch the World Cup
54%
31%
78%
60%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hispanics (A) Non-Hispanics
(B)
Low
Acculturation
(J)
Bicultural (K) High
Acculturation
(L)
Not even aware of World Cup
None - I don't plan on watching
any of the games
I plan on watching only a few
games
I plan on watching some of the
games, or only those played by my
favorite team
I plan on watching most of the
games that are played
I plan on watching every single
game that is played, regardless of
what time they are on
Any plans to watch (label)
B
KL
L

57%
50%
47%
39%
37%
26%
24%
22%
16%
15%
15%
65%
12%
27%
18%
17%
25%
27%
14%
14%
3%
11%
0% 10% 20% 30% 40% 50% 60% 70%
USA
Mexico
Brazil
Spain
Argentina
Germany
England
Italy
France
Colombia
Portugal
Hispanics (A)
Non-Hispanics (B)
USA is the team that Hispanics and non-Hispanics alike are most interested in
watching, although many Hispanics are also interested in Mexico, Brazil, Spain
and Argentina.
Q: What teams/countries are you most interested in watching?
Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 9
Teams Most Interested in Watching
Top 16 Teams with Highest Interest Shown
B
B
B
B
B

51%
39%
27%
24%
19%
12%
10%
10%
8%
7%
5%
69%
5%
7%
7%
6%
2%
7%
8%
14%
4%
0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
USA
Mexico
Brazil
Spain
Argentina
Colombia
Italy
England
Germany
Chile
Ecuador
Hispanics (A)
Non-Hispanics (B)
USA is the also the team that Hispanics and non-Hispanics alike are most likely to
root for, although Hispanics have more divided loyalties.
Q: What teams/countries are you rooting for, if any?
Teams Rooting For
Top 16 Teams with Highest Interest Shown
A
B
B
B
B
B

45%
57%
76%
55%
52%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Low Acculturation
(J)
(L)
Interested in Watching
USA Mexico
Less acculturated Hispanics are more interested in and more likely to be rooting
for Mexico.
Q: What teams/countries are you most interested in watching? / What teams/countries are you rooting for, if any?
Base: Respondents with any plans to watch World Cup games (n=271 Hispanics) 11
Teams Watching and Rooting For
By Acculturation Level
30%
51%
81%
47%
41%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Low Acculturation
(J)
(L)
Teams Rooting For
USA Mexico
JK
L
L
L
L
JK
J

85% of Hispanics who plan to watch the World Cup say they will watch matches in
Spanish at least some of the time.
Q: In what language are you planning to watch the world cup matches?
Language Planning to Watch Games In
29%
69%
22%
3%
56%
29%
70%
25%
15%
8%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Hispanics Low Acculturation (J) Bicultural (K) High Acculturation (L)
English Only
Both English and Spanish
Spanish Only
KL
L
JL
JK
J

15%
85%
52%
39%
28%
23%
20%
18%
6%
42%
58%
30%
25%
19%
4%
7%
8%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
I watch by myself
Watch with others
Spouse/significant other
Friends
Children
Other relatives
Siblings
Parents
Colleagues
Hispanics (A)
Non-Hispanics (B)
Hispanics are more likely to watch World Cup games in the company of others.
Q: Who do you plan on watching games with?
Company While Watching Games
A
B
B
B
B
B
B

Yes
47%
No
53%
Hispanics (A)
Nearly half of Hispanics who plan to watch World Cup games plan to host parties
to watch any of the games.
Q: Do you plan to host any viewing parties for any of the World Cup games?
Hosting of Viewing Parties
for World Cup Games
Yes
27%
No
73%
Non-Hispanics (B)
B
A

96%
37%
11%
95%
29%
6%
0% 20% 40% 60% 80% 100% 120%
TV
Internet
Radio
Hispanics (A)
Non-Hispanics (B)
TV is the dominant channel, but over one-third of Hispanics say they will tune into
World Cup games through the Internet.
Q: Which of the following do you expect to use to tune in to World Cup games?
How Will Watch Games
No significant differences
(95% confidence)

Half of Hispanics with plans to watch the World Cup are likely to take part in a
World Cup pool, rising to 65% of Hispanics who are less acculturated.
Q: Will you be taking part in a World Cup 'pool' (where you may predict the winners in each game/round)?
Participation in World Cup “Pools”
19% 17%
28%
18%
7%
50%
39%
65%
48%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Hispanics (A) Non-Hispanics 18-
64 (B)
Low Acculturation
(J)
Bicultural (K) High
Acculturation (L)
Don't know yet
Definitely not
Probably not
Probably yes
Absolutely yes
Yes (net)
KL
L

50%
41%
32%
32%
29%
29%
23%
23%
2%
8%
55%
5%
10%
31%
31%
7%
11%
7%
2%
11%
0% 10% 20% 30% 40% 50% 60%
Espn.com
Univision.com
Telemundo.com
Fifa.com (in English)
Foxsports.com
Fifa.com (in Spanish)
Foxdeportes.com
Espndeportes.com
Other [SPECIFY]
None
Hispanics (A)
Non-Hispanics (B)
ESPN.com is the website most likely to be visited by Hispanics and non-Hispanics
alike to keep up with the World Cup.
Q: Which of the following websites, if any, do you expect to visit to keep up with everything related to the World Cup?
Websites Likely to Visit to Keep Up with World Cup
B
B
B
B
B

Over 60% of Hispanics likely to watch World Cup games indicate their interest in
purchasing from companies sponsoring the World Cup would increase.
Q: If a company sponsors the World Cup, what impact, if at all, does it have on your interest in purchasing products/services
from that company? Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 18
Impact of World Cup Sponsorship
Interest in Purchasing Products or Services from a Company Sponsoring the World Cup
26% 28%
35%
24% 24%
61%
51%
70%
62%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Hispanics (A) Non-Hispanics (B)Low Acculturation
(J)
Bicultural (K) High
Acculturation (L)
Decreases my
interest greatly
Decreases my
interest somewhat
Makes no difference
Increases my
interest somewhat
Increases my
interest greatly
Top 2 Box
L
L

Among those with plans to watch the World Cup, Hispanics are more likely to
report following MLS soccer.
Q: Do you follow MLS soccer?
Do you follow MLS soccer?
54%
41%
47%
58%
47%
0%
10%
20%
30%
40%
50%
60%
70%
All Hispanics (A) Non-Hispanics (B) Low Acculturation
(J)
(L)
B

Sample Profile
21
Metric
Hispanics
n=504
Non-
Hispanics
n=306 Metric
Hispanics
n=504
Non-
Hispanics
n=306
Male 51% 49% Born in the U.S. 74% 93%
Female 49% 51% Moved here 26% 7%
Average years living in U.S. 30 40
Age:
18 to 24 20% 15% Household Income:
25 to 34 27% 20% Less than $10,000 7% 4%
35 to 44 24% 20% $10,000 to less than $20,000 6% 8%
45 to 54 18% 23% $20,000 to less than $30,000 10% 12%
55 to 64 11% 21% $30,000 to less than $40,000 12% 14%
Mean age 37 41 $40,000 to less than $50,000 10% 10%
Median age 35 41 $50,000 to less than $60,000 14% 15%
$60,000 to less than $70,000 8% 6%
Census Region: $70,000 to less than $80,000 8% 6%
Northeast 14% 19% $80,000 to less than $100,000 7% 7%
Midwest 9% 24% $100,000 or more 13% 13%
South 36% 37% Prefer not to state 5% 4%
West 40% 20% Average income ($000) $68 $66
Median income ($000) $52 $49

Sample Profile
22
Metric
Hispanics
n=504
Non-
Hispanics
n=306 Metric
Hispanics
n=504
Non-
Hispanics
n=306
Marital Status: Educational Attainment:
Married 54% 46% None 0% 0%
Single 28% 36% Grade school 1% -
Living with partner 9% 5% Some high school 4% 2%
Separated/divorced 7% 8% High school graduate 20% 25%
Widowed 1% 4% Some College, but no degree 22% 21%
Prefer not to answer 1% 1% Trade or technical school 4% 5%
Graduated from 2-year College 13% 12%
Average household size 3.3 2.8 Graduated from 4-5 year College 27% 26%
Post Graduate Degree 8% 9%
No children <18 present 43% 63%
Any children <18 present 57% 37% Employment Status:
Employed (net) 70% 60%
Ages of children:^ n=288 n=123 Work full-time 51% 44%
Under age 6 42% 45% Work part-time 9% 9%
Ages 6 to 12 54% 49% Self-employed/business owner 8% 5%
Ages 13 to 17 46% 41% Student, employed 2% 2%
^ Among respondents with children Full-time Homemaker 9% 12%
Retired 3% 10%
Own home 61% 66% Student, not employed 6% 2%
Rent home 36% 32% Currently unemployed 9% 10%
Do not know/ refused 3% 1% Unable to work/Disabled 3% 6%

Sample Profile
23
Metric
Hispanics
n=504 Metric
Hispanics
n=504
Cultural Identification: Language Spoken at Home:
Much closer to Hispanic/Latino Culture 22% Spanish only 9%
Somewhat closer to Hispanic/Latino 14% Spanish mostly 28%
Equally close to both cultures 39% Spanish and English equally 28%
Somewhat closer to U.S. Culture 12% English mostly 19%
Much closer to U.S. Culture 13% English only 15%
Overall Media Language Preference: Hispanic Origin:
Spanish only 5% Mexican American 36%
Spanish mostly 10% Mexican 30%
Spanish and English equally 38% Puerto Rican 16%
English mostly 23% South American 14%
English only 24% Central American 7%
Cuban 6%
Acculturation: Dominican 3%
Low Acculturation 13%
Bicultural 60%
High Acculturation 26%

Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

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