Millennials are playing a big role in shaping the ways we watch, listen and interact, as well as how we drink. But Millennials are a diverse group. There are 75 million Millennials living in the U.S., and 42% of them are multicultural: of African-American, Asian-American and Hispanic heritage.
With that in mind, this report focuses on a key demographic within this generation—Hispanic Millennials—and their viewing habits around sports. From going to the games to watching live, sports are important Beverage Alcohol (Bev Al) events. Understanding what games this influential demographic is paying attention to can help brands better reach their consumers.
Key findings from the report include:
- TV ads for Jim Beam, Budweiser and Redd’s scored the highest in brand memorability in third-quarter 2016.
- Bev-Al industry annual ad spend is highest in the beer category.
- In third-quarter 2016, legal drinking age (LDA) consumers spent the most time per day watching live TV, followed by using an app/web on a smartphone.
Basketball is the most popular sport among Hispanic Millennials
For LDA Hispanic Millennials, the most popular sport is basketball, closely followed by soccer. These are highly engaged fans, with almost 70% watching, attending, streaming or listening to NBA games.