For years, many brands have operated under a quiet assumption:
The more culturally specific you are, the greater the risk.
Traditional logic suggests that neutrality protects mass reach and that leaning into specific cultural identity may create controversy or alienate audiences.
But new data from ThinkNow challenges that belief directly.
We conducted an online survey among residents of the Los Angeles DMA, exploring perceptions of Bad Bunny’s selection as the Super Bowl Halftime performer. The findings do not reveal hesitation. They reveal validation.
The myth of cultural risk does not hold up under data scrutiny.
Download the full report here.
Overall sentiment toward Bad Bunny’s participation is clearly favorable among all Los Angelenos.
Consumers are not reacting defensively to representation. They are recognizing it as culturally meaningful and aligned with broader shifts in American culture.
The assumption that cultural specificity shrinks reach is not reflected in audience perception in one of the country’s most culturally influential markets.
Sports engagement among LA DMA residents is widespread:
Rather than fragmenting audiences, cultural relevance drives additional engagement.
If representativeness were truly a brand risk, perception metrics would reflect hesitation or backlash. The data shows the opposite.
When asked how a brand using Bad Bunny in a Super Bowl commercial would affect perception:
On perceived risk:
In other words, perceived controversy is limited.
The commercial upside, however, is measurable:
Brands using Bad Bunny are most commonly associated with being inclusive, youth-oriented, and trend-forward.
This is not reputational erosion. It is brand strengthening.
Los Angeles is widely viewed as a cultural hub.
Among LA County residents:
LA is not a peripheral market. It is a leading indicator of where culture is moving nationally.
The data does not support the belief that cultural representation creates brand danger.
It shows the opposite:
The myth of cultural risk appears to exist more in corporate caution than in consumer behavior.
For brands planning national campaigns, especially in high-visibility moments like the Super Bowl, the question is no longer whether representation is risky.
The question is whether ignoring cultural reality is the greater risk.
Because for consumers, representation is not a gamble. It is a need.
If you are planning national or multicultural campaigns, this study provides concrete evidence of how consumers actually respond to cultural representation.
Download the full report to explore the complete findings, data, and analysis from the LA DMA study.
The 2026 World Cup in the United States will bring together the most diverse, multicultural, and digitally connected sports audience of the decade. A national quantitative study by ThinkNow identifies three core business levers that will define brand success during the tournament: multicultural excitement, second-screen consumption, and concentrated spending on food, beverages, and merchandise.
Download the full report here.
When activated with a mobile-first strategy, authentic cultural representation, and hyperlocal execution, these levers can drive measurable brand and sales impact. Interest in CONCACAF, CONMEBOL, and UEFA also shows that the World Cup is only the entry point to a much larger opportunity: the continued growth of soccer in the U.S.
When these findings are connected to “The World in One City” framework, which positions Los Angeles as the cultural epicenter from 2026 to 2028, a clear playbook emerges to win the 2026 World Cup and build long-term advantage heading into the 2027 Super Bowl and the 2028 Olympic Games.
Nearly 73% of fans in the United States say they are “very” or “extremely” excited about the 2026 World Cup. Excitement is even higher among Hispanics, Asians, Gen Z, and Millennials, who experience the tournament as a global celebration that reinforces identity, pride, and community connection.
For brands, this makes the World Cup a powerful catalyst for social conversation, emotional resonance, and advertising effectiveness, especially when messaging reflects real experiences rooted in family, neighborhood, and cultural heritage.
What brands should activate:
During the 2026 World Cup, attention will not live on a single screen. 59% of fans plan to use a second screen while watching matches, and that number rises to 78% among Millennials and Gen Z.
Television remains important, but the full World Cup experience plays out across digital platforms, where fans consume highlights, stats, chats, memes, and real-time reactions. Campaign performance will depend on designing mobile-first journeys that activate fans during key match moments.
What brands should activate:
Consumer spending during the World Cup is highly concentrated in food, beverages, and merchandise, categories tied directly to watch-party rituals and fandom behavior:
The World Cup does not just attract attention. It creates predictable, high-intent purchase moments.
What brands should activate:
Fan interest does not end with the final match. The study shows sustained enthusiasm for teams and competitions from CONCACAF, CONMEBOL, and UEFA, extending engagement across international leagues, qualifiers, and regional tournaments.
Business implication:
The World Cup is the entry point. The real value lies in building always-on soccer strategies, supported by editorial and commerce calendars that keep audiences engaged year-round.
The ThinkNow L.A. – The World in One City initiative shows that Los Angeles concentrates the forces shaping the future American consumer: multidimensional identity, everyday diversity, and outsized cultural influence.
Only one-third of Angelenos feel advertising represents them accurately, while two-thirds say representation matters in how they evaluate brands. L.A. also leads in entertainment, food, music, fandom, and streetwear, categories that export cultural influence nationwide.
With the 2026 World Cup, 2027 Super Bowl, and 2028 Olympic Games, Los Angeles will be the stage where the next era of multicultural marketing is defined.
The data is clear: multicultural excitement (73%), second-screen behavior (59% overall, 78% among younger fans), and spending on food, beverages, and merchandise form the core opportunity triangle of the 2026 World Cup. Sustained interest in global leagues confirms soccer’s long-term growth in the U.S.
Brands that activate these levers in Los Angeles, using a 360-degree identity framework and authentic representation, will not only win the 2026 World Cup. They will build competitive advantage for the next three years.
Explore the complete insights, data, and frameworks from and prepare your brand for 2026.
Download the full report here.
Excitement is building for the Paris 2024 Summer Olympic Games as over 10,000 athletes from around the world prepare to showcase their incredible talents on this global stage. The City of Light will be teeming with fans and well-wishers who have traveled from near and far to watch and enjoy the Games. Those unable to attend can watch broadcasts on NBC and Telemundo, and networks like USA and the Golf Channel or stream the content on Peacock.
This year's Games are highly anticipated as they are the first full-capacity Olympics since the pandemic began. However, consumers’ media consumption habits changed significantly during the pandemic. To understand how audience engagement with the 2024 Summer Olympics might be impacted, ThinkNow conducted a quantitative research study among a nationally representative sample of U.S. adults.
Download the Audience Engagement: Paris 2024 Summer Olympic Games Report here.
The study revealed that a significant majority (68%) of U.S. adults plan to watch at least some of the Summer Olympics, marking a rise in enthusiasm compared to previous Games. This is particularly exciting considering fewer than half watched the 2022 Winter Olympics and 2020 Summer Olympics.
Asians (76%) expressed the most interest in watching this year’s Games, followed by African Americans (75%), Hispanics (74%) and non-Hispanic Whites (67%), demonstrating the growing diversity of U.S. viewers of this year’s Games.
Millennials (74%) are the largest generational cohort expressing interest in the Summer Olympic Games, followed by Gen X (71%) and Gen Z (68%). At 62%, Boomers show the least interest. That means that this year’s viewers will not only be more diverse but also skew younger, an important insight for brands looking to get in front of these influential groups.
The study also uncovered distinct differences among various demographic groups in viewership patterns. Overall, 31% of viewers plan to watch the Olympics every day, with African Americans (30%) and non-Hispanic Whites (29%) close to the average, while Asians show less daily viewership at 16%. A significant portion of the audience plans to watch the Games on most days, with Asians leading at 52%, followed by African Americans (46%), Hispanics (49%), and non-Hispanic Whites (44%). Asians (25%) are more likely to view the Olympics only on days when their preferred sporting events are on, compared to 21% of non-Hispanic Whites and 18% of Hispanics.
Consumers plan to watch the games for various reasons, with the primary motivations being a love for their favorite sports, a sense of patriotism and a desire to gain cultural understanding. Gymnastics appeals to all groups, with Asians showing the highest interest at 52%. Basketball is particularly popular among African Americans, with 59% expressing interest. Swimming attracts a higher percentage of Asians (29%) and non-Hispanic Whites (27%), while Track and Field is favored by African Americans (38%).
Baseball sees notable interest among Hispanics (23%) and non-Hispanic Whites (23%) despite not appearing at the Olympic Games this year. The sport returns for the 2028 Summer Olympics in Los Angeles. Beach Volleyball is most popular among non-Hispanic Whites (26%), whereas Boxing finds more favor among Hispanics (25%). Soccer is especially popular among Hispanics, with 35% expressing interest, significantly higher than other groups. The study also revealed varied levels of enthusiasm and engagement among different demographic groups and generations. Overall, 45% of respondents completely agree that watching the U.S. compete in the Olympics fills them with pride. This sentiment is strongest among Hispanics (53%) and Baby Boomers (57%), while African Americans (40%) and Gen Z (35%) show less enthusiasm. The anticipation for the Olympics every four years is high, with 34% of the total market expressing strong agreement, particularly among Hispanics (43%) and Baby Boomers (47%). Thirty-nine percent of respondents view new sports like Surfing and Skateboarding favorably, with Millennials (47%) showing the most support and Boomers being the least enthusiastic (19%).
Learning about the culture of the host country is an appealing aspect for 43% of viewers, especially Gen Z (48%), although Asians (30%) and Boomers (26%) expressed less interest in diverse cultures. A significant portion of respondents, led by Hispanics (33%) and Millennials (35%), often go out of their way to watch their favorite Olympic events, with African Americans (17%) being less likely to do so.
The Olympics also serve as a family bonding occasion for 31% of viewers, particularly among Millennials (35%), though Boomers (20%) are less likely to share this view. A significant portion of respondents plan to share Olympic content on social media, with Gen Z (28%) being the most active and Boomers (9%) being the least.
Finally, different demographic groups and generations show notable differences in media consumption habits. Non-Hispanic Whites (45%) and Baby Boomers (54%) are more likely to watch the Olympics on NBC/traditional network TV compared to Hispanics (28%) and Gen Z (23%). Online streaming platforms such as Peacock and NBC.com are particularly popular among Asians (42%) and Millennials (49%), indicating a preference for digital consumption among younger audiences. In contrast, cable/satellite options like CNBC, USA Network, and Telemundo are favored by Hispanics (33%) and, to a lesser extent, by Baby Boomers (26%).
A small percentage of viewers across all demographics are unsure about their viewing method, with Asians (6%) and Gen Z (7%) showing slightly higher uncertainty. These trends highlight the shift towards digital streaming among younger generations and the continued preference for traditional TV among older viewers.
As technology continues to reshape how audiences engage with major events like the 2024 Summer Olympics, these findings underscore the importance for broadcasters and organizers to adapt their strategies to cater to consumers’ diverse viewing habits and preferences across different age groups.
Download the Audience Engagement: Paris 2024 Summer Olympic Games Report here.
In the dynamic landscape of sports fandom, one demographic stands out for its potential to reshape the future: young bilingual Latino fans. These individuals bring a unique perspective to sports, craving innovative ways to express their passion for the game. But that passion goes beyond the field to the experience, whether tailgating or engaging with brand activations. For brands to truly connect with these fans, they must seek to understand and cater to their needs, redesigning the fan experience to create a more inclusive and engaging community.
But what does that look like? Traditionally, sports fandom has been defined by loyalty to teams and players. But that’s evolving as bilingual Latinos navigate between cultures and languages. Understanding cultural nuances and generational differences within the Latino community can translate into higher ticket sales, greater demand for merchandise, and overall fan engagement for leagues.
Because of this, major sports leagues, such as the NFL and MLB, are increasingly embracing the importance of diverse narratives and communities within their fan base. Aside from drafting Latino players and sponsoring Spanish-language simulcasts, leagues and franchises successful at leveraging Latino fandom understand the elements of their sports entertainment offering that appeal to Latinos and invest in supporting those features.
Tapping into this demographic represents a substantial economic opportunity. With nearly 20% of the US population identifying as Latino and 40% considering themselves avid sports fans, there's immense potential for growth and innovation. However, capturing the attention and loyalty of young bilingual fans requires more than gestures like heritage nights, which can be perceived as performative if not integrated into a broader engagement strategy. Engagement demands a deep understanding of Latinos' cultural backgrounds and preferences and a commitment to authentic representation. Sports leagues must incorporate these insights into their growth strategies, ensuring the fan experience reflects the diverse communities supporting them.
In this episode of The New Mainstream podcast, Jesus Chavez, co-founder and CEO of CABRA Sports, delves into Latino sports fandom, exploring the strategies and cultural insights driving the industry’s evolution.
The 2022 World Cup is scheduled to run from November 20th till December 18th. The tournament was moved from its usual June/July slot because of the intense summer heat in host-country Qatar. The temperature, however, is not the only heat surrounding the tournament. Human rights abuses by the firms building the stadiums and infrastructure to host the event have gotten as much, if not more, coverage than the qualifying matches that lead up to the tournament. Qatar's laws against homosexuality are also creating tension at a time when World Soccer is trying to become more inclusive.
These controversies, however, do not appear to have diminished fans' interest in the quadrennial event, especially here in the U.S., with athletes returning to the tournament after failing to qualify in 2018. This, along with an overall increase in interest in soccer in the U.S., will likely result in strong viewership. To gauge interest in the tournament and measure how the controversies might affect viewers' opinions of sponsors, we conducted a nationally representative survey of 1,550 respondents. We found that 44% of U.S. adults are either somewhat or very likely to view at least some matches. This is an improvement over the last time the U.S. qualified for the tournament, when 37% of respondents in our 2014 survey said they would be watching.
Download the report here.
As usual, Hispanics are the most likely to say they will tune in. Mexico's national team, Argentina, Ecuador, Uruguay, Costa Rica, and (technically not Hispanic) Brazil, will be playing in the tournament. Those teams, along with Team USA, are expected to draw Hispanic viewers who would like to see the FIFA World Cup Trophy return to the Americas.
Forty percent of Millennials are soccer fans. They are twice as likely to be a soccer fan than Gen X and 25% more likely than Gen Z. Major league soccer matches in Atlanta, Seattle and Cincinnati regularly draw larger crowds than baseball games. Millennials are also the age group most likely to watch the World Cup.
When asked how they plan to watch, streaming edges out broadcast television by 52% to 48%. This holds true across racial groups, except for Hispanics who are slightly more likely to view on T.V. (56% vs 54%).
The only group to report a higher likelihood to watch games on regular T.V. over streaming are Baby Boomers at 69% vs. 34%. The rise in streaming's popularity is evident across all types of content. Sports, however, has been a holdout in that the major networks are generally viewed as the best place to view live events. However, the fact that the World Cup audience skews younger is bolstering streaming over broadcast. Fox Sports and Telemundo and their respective streams have the U.S. broadcast rights for the U.S. Likely viewers, however, are not yet aware of that since 52% of respondents said they would watch on ESPN vs. 35% on FOX and 21% on Telemundo.
Awarding the World Cup to Qatar has been controversial. Accusations of bribery being the reason the tournament was awarded and the fact that the country could not host the tournament in the summer because of excessive heat are concerning but their poor human rights record has garnered the most attention. Building the soccer stadiums in a country with summer highs of 108/109 °F and weak worker protections has caused the death of 6,500 foreign workers. Additionally, homosexuality is illegal in Qatar and punishable by up to three years in prison and death under sharia law for Muslims. This has led some brands who normally sponsor the tournament to pull out of this year's event. Others have issued statements condemning the human rights abuses but have stopped short of pulling their sponsorship.
Fans, however, generally support brands that sponsor the World Cup. Fifty percent say that sponsorship positively impacts their impression of the brand while only 7% say sponsorship would negatively impact their opinion. Negative opinion towards sponsorship is in the single digits across all demos except for Gen Z. 22% of Gen Z say that sponsoring the World Cup this year would diminish their perception of a brand.
While controversy surrounds the 2022 Qatar World Cup, viewership in the U.S. is likely to remain strong and the potential for backlash against sponsoring brands will remain low. The fact that it will be played in the fourth quarter makes it difficult for brands to stay away since it's when most Holiday ad spending takes place. However, brands that choose to sponsor World Cup events this year should also demonstrate their support of the LGBTQ+ community and workers' rights to make it clear where they stand.
In a time when U.S. viewership of international sporting events like the Olympics is declining, more attention will be placed on the expanding World Cup audience. Americans will be tuning in, or more precisely, logging on. Brands that care about staying relevant need to be there with them.
Download the report here.
Sports fans have been predicting the demise of boxing for years, but lovers of the sport say that trope is played out. Boxing may be controversial, but its fans love the heated rivalries and public feuds that make the headlines, and they're willing to pay for ringside seats.
Latinos are one of the consumer groups driving this craze that often goes unnoticed. While boxing may be declining in popularity among other demographics, it's thriving with Hispanics thanks to the likes of former boxer turned promoter Oscar De La Hoya and the new generation of boxing's elite, like Javier Fortuna, Ryan Garcia, and Canelo Alvarez. Boxing is the ticket to a better life for some Latinos, and for others, it is a cherished tradition passed down from generation to generation, as families gather to watch the fights and cheer for their heroes.
The fandom is paying off for some networks. Of the 25 largest pay-per-view events, 14 featured Hispanic fighters. Spanish-language networks Telemundo and Univision broadcast boxing regularly, while English-dominant networks can't seem to commit. Boxing has proven to be a viable and accessible medium for brands interested in reaching Hispanic audiences.
Roberto Andrade, a feature writer at ESPN, joins us on The New Mainstream podcast for a casual conversation about Hispanics and boxing and why pairing the two just make sense.