The Myth of Cultural Risk: What Los Angeles Consumers Reveal About Brand Representation

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.

Representation Is Seen as Positive — Not Polarizing

Overall sentiment toward Bad Bunny’s participation is clearly favorable among all Los Angelenos.

• 71% say his Super Bowl performance is good for Latino cultural representation in mainstream media.
• A majority agree that his performance reflects the growing influence of Latino culture in the United States.

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.

Cultural Relevance Increases Interest

Sports engagement among LA DMA residents is widespread:

• 79% follow sports content at least occasionally.
• Over 70% were already aware of Bad Bunny prior to the Super Bowl.
• More than 80% were aware of his music, with about half familiar with it.
• More than half reported increased interest in watching the halftime show because he is performing.

Rather than fragmenting audiences, cultural relevance drives additional engagement.

Brand Impact: Positive Perception and Increased Purchase Consideration

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:

• Nearly half say it would generate a positive brand impact.
• Only 8% report a negative effect.

On perceived risk:

• Only 27% believe featuring Bad Bunny could be controversial.

In other words, perceived controversy is limited.

The commercial upside, however, is measurable:

• 43% say a Bad Bunny Super Bowl ad would increase their purchase consideration.
• Spanish-language music and reggaeton are associated with higher brand recall.
• Nearly two-thirds say featuring reggaeton or Spanish-language music makes a brand feel more relevant to today’s culture.

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 as a Cultural Indicator

Los Angeles is widely viewed as a cultural hub.

• Residents strongly associate LA with setting trends in entertainment, music, fashion, and culture.
• 62% agree that research focused on Los Angeles plays an important role in planning national or multicultural campaigns.

Among LA County residents:

• The Super Bowl is seen as a source of city pride and economic benefit.
• 78% believe major events boost the local economy.

LA is not a peripheral market. It is a leading indicator of where culture is moving nationally.

The Real Risk

The data does not support the belief that cultural representation creates brand danger.

It shows the opposite:

• Representation increases relevance.
• Cultural authenticity strengthens recall.
• Inclusion enhances perception.
• Interest grows.
• Purchase consideration rises.
• Perceived risk remains limited.

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.