First Four Games of 2022 Tournament Averaging Total Audience Delivery (TAD) of 2.6 Million Viewers Across Telemundo, Peacock and Telemundo Digital Streaming Platforms
Monday’s USA-Wales Match Averages TAD of 3.4 Million Viewers and is Most-Streamed World Cup Game in Spanish-Language History World Cup
Continues to Power Peacock to No. 1 Spot in App Store
DOHA, QATAR – Nov. 22, 2022 – Through the first two days of FIFA World Cup Qatar 2022, Telemundo Deportes’ Spanish-language coverage is averaging a Total Audience Delivery (TAD) of 2.6 million viewers for four matches across Telemundo, Peacock and Telemundo digital streaming platforms, up 72% compared to the first four games over two days of the 2018 tournament, which took place in Russia in the summer. Telemundo is the exclusive Spanish-language media rights holder to the FIFA World Cup Qatar 2022 in the U.S.
The four-game TAD of 2.6 million viewers includes the opener on Sunday featuring host-nation Qatar v. Ecuador and three matches on Monday – England v. Iran, Senegal v. Netherlands and USA v. Wales. The first four matches for the 2018 tournament averaged a TAD of 1.5 million viewers.
USA v. Wales, which kicked off at 2 pm ET on Monday, averaged a TAD of 3.4 million viewers, surpassing 42 of 48 Group Stage matches in 2018, four of which included Mexico and Brazil. Monday’s three matches averaged a TAD of 2.1 million, up 41% vs. the comparable three games played on June 15, 2018 (1.5 million TAD). This year’s World Cup is taking place in the fall for the first time to offset Qatar’s extreme summer heat.
Across Peacock and Telemundo’s digital streaming platforms, USA v. Wales delivered and Average Minute Audience (AMA) of 1.0 million viewers, making it the most-streamed World Cup game in Spanish-language history, surpassing Sunday’s Qatar v. Ecuador tournament-opening match, which averaged 832,000 viewers. Through the first four matches, streaming represents 27% of total viewing.
In addition, the FIFA World Cup continued to power Peacock to the No. 1 spot among free iOS apps in the App Store on Sunday, Monday and Tuesday.
During the USA v. Wales broadcast window (1:30-4:15 pm ET), Telemundo ranked as the No. 1 network overall in Miami and the No. 1 Spanish-language network in New York, Los Angeles, Houston, Dallas, Chicago, Phoenix (No. 2 overall), San Francisco, Orlando, Sacramento, Tampa, Philadelphia, Washington, D.C, Denver, Boston and Atlanta.
England v. Iran, which began at 8 am ET, averaged a TAD of 1.2 million viewers and Senegal v. Netherlands (began at 11 am ET) averaged 1.9 million viewers. Monday’s viewership continued Telemundo’s and Peacock’s strong momentum from Sunday, when the match featuring host-nation Qatar v. Ecuador averaged a TAD of 4.1 million viewers across Telemundo, Peacock and Telemundo Deportes’ digital platforms, up 164% compared to the opening match in 2018.
The FIFA World Cup 2022 on Telemundo and Peacock comes at an opportune time for marketers looking to engage multicultural audiences with an impactful advertising platform. More than one in three Spanish-language World Cup viewers strongly agree that the World Cup ads are worth watching (BPI), offering advertisers the chance to transform brand opinion through this scaled, multiplatform experience. Spanish-language television coverage of the World Cup – and the ads within the telecasts – are capturing viewer attention. The World Cup on Telemundo is delivering a +17% higher linear ad completion rate than iSpot.tv competitive norms. Telemundo is also driving recall for advertisers among Hispanic audiences, with creative that is +30% higher brand memorability and +40% greater message memorability. This strong attention and breakthrough is driving viewers to immediate action, as they seek out more information about Telemundo World Cup advertisers with a +29% higher search engagement rate.
Sources: iSpot.tv attention metrics; WC on Telemundo (11/20-21/22; BPI, 2022 WC Sentiment Tracker (11/9-16/22), n=617; EDO, WC on Telemundo, matches + ancillary programming vs. Competitive Broadcast/cable norms; Marketcast TVBE, HA25-54, World Cup on Telemundo (11/20/22) vs. SL tentpoles and soccer on competitive SL TV (2022); viewership figures are based on data from Nielsen and Adobe Analytics.
Coverage of the FIFA World Cup Qatar 2022 on Telemundo and Peacock resumes Wednesday with four matches:
|Date||Kickoff (ET)||Event||Announce Team|
|Wed.||5 a.m.||Morocco vs. Croatia||Jorge Calvo, Sebastian Abreu, Diana Rincon|
|Wed.||8 a.m.||Germany vs. Japan||Sammy Sadovnik, Eduardo Biscayart, Mauro Silva|
|Wed.||11 a.m.||Spain vs. Costa Rica||Andres Cantor, Fernando Hierro, Amelia Valverde|
|Wed.||2 p.m.||Belgium vs. Canada||Copan Alvarez, Manuel Sol, Tab Ramos|
About NBCUniversal Telemundo Enterprises:
NBCUniversal Telemundo Enterprises leads the media industry in the production and distribution of Spanish-language content for U.S. Hispanics and audiences around the world. The company serves the full spectrum of U.S. Hispanics through its national broadcast network, the cable network Universo, and digital platforms including the Telemundo app and streaming services, such as Peacock, among others. The Telemundo Network offers Spanish-language entertainment, news, and sports content reaching 93% of U.S. Hispanic TV households in 210 markets through 30 owned stations and 56 affiliate stations. Telemundo also owns an independent station serving Puerto Rico. Telemundo is the exclusive U.S. Spanish-language home of the world’s two most popular sporting events, the FIFA World Cup and the Olympic Games, as well as the Premier League and Mexican soccer team Chivas. The #1 producer of scripted Spanish-language content in the U.S., Telemundo Global Studios includes Telemundo Television Studios, Telemundo Streaming Studios, and Underground Producciones. Telemundo’s new Tplus content brand will launch on Peacock later this year, featuring programming developed for the full spectrum of Hispanics. NBCUniversal Telemundo Enterprises is a division of NBCUniversal, a subsidiary of Comcast Corporation.