Super Bowl 2025 in Spanish: Telemundo/Fox Deportes Reached a Smaller Audience than TelevisaUnivision in 2024

UPDATED February 17, 2025: According to the figures released by Fox,  the Spanish language networks Fox Deportes and Telemundo had an average audience of 1.9 million combined viewers at the 2025 Super Bowl. This was the first time the Super Bowl was offered on a cable network and a TV broadcaster in Spanish. Yet, the combined Spanish-language audience of Telemundo and Fox Deportes in 2025 is smaller than the one TelevisaUnivision got in 2025, which reached a record of 2.3 million viewers.

Any marketer’s dream is to be directly involved in a Super Bowl ad. The NFL’s championship game is broadcast in over 130 countries in over 30 languages. Domestically,  only in English and Spanish. It is known that 2025 English-language Super Bowl ads are known to have cost between US $6.5 and US$ 8.5 million, with a total gross advertising revenue in Fox and Tubi of US $800 million, according to Fox. But what do we know about the economics of Spanish-language Super Bowl advertising? What is the Spanish-language audience size and trend? How does it compare with audiences at soccer matches? How many brands are part of the English and Spanish broadcast? What’s really in it for brands? Let’s find out.

Last year, Cheryl Gresham, VP and CMO at Verizon Value, told Portada that compared to the English-language broadcast, there is a “lower cost of entry and a smaller audience, but we believe it’s important for us to be there because of the relevance of the Spanish-language audience. It’s a great statement that Univision is broadcasting the Super Bowl in Spanish; we want to treat it like the great deal it is.” Total by Verizon, a brand in Verizon Value’s portfolio, was a Spanish-language Super Bowl Advertiser in 2024. (In 2025, Verizon did not activate Super Bowl advertising and instead opted for 30 simultaneous Fan Fests in the stadiums of Super Bowl teams).

 Telemundo and Fox Deportes will be able to improve their performance in 2026 as they also own the rights for next year.

Many brands have jumped on the opportunity. In 2024, Portada broke the news that Japanese automaker Toyota would be participating with a Spanish Super Bowl ad. Other brands participating in TelevisaUnivision’s Super Bowl broadcast, streamed over VIX, include Audi, Nissan, Metro by T-Mobile, and TurboTax. Advertisers in the 2025 Super Bowl include General Mills’ Totino brand.

Super Bowl in Spanish: What is the Price of a Spanish-language Spot?

To evaluate the pricing of Spanish-language Super Bowl spots, it is essential to consider that they are delivered to a much more targeted audience than the massive English-language spots. Hence, the CPM charged in Spanish is likely higher. In addition, it might be said that since Hispanic family gatherings and parties tend to be larger than those of other families in the U.S., the co-viewing factor of Spanish-language Super Bowl broadcasts will be higher. Yet, the Spanish-language Super Bowl audience lies below 2% of the English-language audience (see table below). So, what is the estimated price of a 30-second spot for the Super Bowl in Spanish? Insiders tell Portada that the price is about 10% of the English-language spot, so between US$ 0.65 and US$ 0.7 million, excluding production costs.

How Competitive is the Super Bowl When Attracting Hispanic Audiences?

Super Bowl Spanish vs. English-Broadcast*

Let’s face it: American Football is not a ‘culturally’ Hispanic sport like soccer (or fútbol.) That is one of the reasons the NFL is investing in the La Cultura Hispanic outreach initiative, as Javier Farfan, cultural marketing strategist at the NFL, tells us. That is why the Spanish-language Super Bowl’s audience, while sizable, is below the 2% mark of the English-language broadcast audience. as shown in the table on the left.
Of course, many Hispanics watched the Super Bowl in English; likely, the majority of Hispanics. In fact, according to Nielsen, Hispanic viewership for the Super Bowl increased from 10% in 2016 to 14% in 2024. That would put the total number of Hispanic viewers at 17.3 million in 2024. 

* Note: Avg. Viewers in millions
Source: Nielsen and Broadcasters

Spanish-language Super Bowl Audience Level Depending on Broadcaster/Cable Channel

The above table also reveals a relatively big difference in the audience size of the Super Bowl in Spanish depending on which broadcaster owns the Spanish-language Super Bowl rights in a given year. In 2022, NBCUniversal-owned Telemundo became the first Spanish-language open broadcast network to air the Super Bowl. That licensing deal resulted in 1.9 million viewers, twice as many as Fox Deportes (cable) drew in 2023 (951,000 viewers) and at least three times as many as the audiences attracted by different cable channels in 2021 and before. The 2024 Super Bowl was broadcast by TelevisaUnivision, another leader in Hispanic broadcasting, surpassing the record set in 2022. TelevisaUnivision set a new audience record in Spanish with 2.3 million viewers in 2024. In 2025, Spanish-language broadcast rights were owned by both an open TV broadcaster (Telemundo) and by a cable network (Fox Deportes). Yet, the combined audience number (1.89 million) is smaller than last year’s. Telemundo and Fox Deportes will be able to improve their performance in 2026 as they will also own the broadcast rights next year.

How Hispanic Soccer Audiences Compare with the Super Bowl

Viewership  Soccer Broadcasts in the U.S

Soccer viewership data helps to contextualize the Super Bowl’s relevance for Hispanic audiences. The 2022 World Cup final between Argentina and France averaged 16.8 million viewers, including streaming on Fox. Telemundo’s live coverage in Spanish generated an average audience of approximately 9 million viewers, including streaming, a substantially larger audience than those recorded for the Super Bowl in Spanish.
The largest U.S. TV audience for any single-network soccer match broadcast is 25.4 million on Fox for the 2015 Women’s World Cup final, which saw the U.S. beat Japan. It also averaged 1.27 million U.S. viewers on Telemundo. In 2023, the clash between Liverpool and Arsenal captured the attention of 1.96 million viewers; the Liga MX match Club America vs. Guadalajara in May 2023 averaged 2.184 million viewers, an audience figure similar to what the Super Bowl in Spanish commanded when Telemundo had the rights in 2022.
It can be concluded that the Superbowl in Spanish can reach a similar audience size compared to major Liga MX matches but lies much below most men’s soccer World Cup matches, certainly the World Cup final.

However, if the total number of Hispanics who watch the Super Bowl in both English and Spanish is taken into account, 17.3 million in 2024, per the above-cited Nielsen report, it can be inferred that more Hispanics watch the Super Bowl than the World Cup Final.