2010 Viewer Perceptions Qualitative Research Study Summary of Findings

2010 Viewer PerceptionsQualitative Research Study

Summary of Findings

Hispanic Research Inc.June, 2010

Hispanic Research Inc. - www.hispanicresearch.com 2

Background

ESPN has established a strong relationship with fans by delivering “Sports with Authority and Personality.” Similar to ESPN’s own roots, ESPN Deportes has built itself around the strength of its news and information programming. Past research has shown that ESPN Deportes appears to embody many of the characteristics of the mother brand, but what is the true identity of the network? How does the ESPN Brand Promise translate to ESPN Deportes, if at all? Do Hispanic sports fans see ESPN Deportes as an extension or enhancement of the ESPN brand? Or is it their very own 'ESPN'? What role does SportsCenter play in defining that identity?

ESPN Deportes turned to Hispanic Research Inc. to design a research study that addresses these questions and provides the network with an audit of its brand that can be used as a guideline for its Marketing, Sales, Programming, and Production. This report summarizes the findings of that study.


Objectives

Primary Objective:

Utilizing ESPN’s Brand Promise as a barometer, begin to dissect and uncover the essence of ESPN Deportes’ brand identity and how it compares (for better or for worse) with the mother brand.

Secondary Objective:

Provide ESPN Deportes with feedback on how it is currently connecting with its audience and how that fares relative to competitors that provide Spanish language sports programming.


Methodology

One online bulleting board focus group and ten traditional focus groups were conducted in May, 2010.

The BBFG was conducted in English with acculturated/bilingual ESPN Deportes viewers.

All in-person groups were conducted in language with Spanish dominant and bilingual ESPN Deportes viewers.

All were male participants between the ages of 18 and 49.

The unacculturated/Spanish-dominant were defined as Hispanics who speak Spanish at home all of the time and have been in this country less than 15 years.

The acculturated/bilinguals were defined as Hispanics who have been in this country 15 or more years, or were born in the U.S., and consider themselves bilingual.

The traditional focus groups were conducted with a cross-section of Latinos in four distinct geographic areas: New York, Miami, Dallas, and Los Angeles.


Methodology (Group Distribution)

New York – May 24

Group 1 – Unacculturated, 18-34, Caribbean Mix

Group 2 – Acculturated, 35-49, non-Caribbean Mix

Miami – May 25

Group 3 – Unacculturated, 35-49, Latino Mix

Group 4 – Acculturated, 18-34, Cuban

Dallas – May 26

Group 5 – Acculturated, 35-49, Mexican/Tejano Mix


Los Angeles – May 27

Group 7 – Acculturated, 18-34, Mexican



Limitations & Clarifications

Although we obtained a wealth of information, one must remember that qualitative research is only directional in nature and cannot be used to predict the opinion of the population at large. Respondents in these interviews were drawn from the population from which we seek answers, but were not chosen on any statistical basis. The findings accurately represent the opinion of those individuals who were interviewed. They should be used for clarifying existing theories, creating hypotheses, and giving direction to future quantitative research.

The writer has combined this learning with his standing knowledge of the Latino consumer segment in order to present an actionable summary report. It is presented in a clear and direct fashion in order to succinctly communicate what we have learned. This report is based on the analysis and interpretation of all nine focus group interviews and may include secondary research sources.

In this report the terms Hispanic and Latino are used interchangeably. For more information on the use of these terms please visit www.hispanicresearch.com.


Summary of Findings



Having a variety of sports is very desirable

Latinos want variety. The desire forvariety has been expressed in all priorresearch we have conducted for ESPNDeportes.

While Latinos insist that they want variety, most do not seem to follow a broad variety of sports. In fact, many appear content with the “variety” carried by ESPN Deportes.

By variety Latinos also mean variety within a sport. “I am Mexican; but I do not want to see only Mexican soccer!”

ESPN Deportes should promote its variety whenever possible as it is clearly a quality that Latinos value in a sports network. ESPN Deportes should promote its variety whenever possible as it is clearly a quality that Latinos value in a sports network.


Latinos do not rely on only one sports network for sports events, news, and information. They watch several networks and generally appear unlikely to tune in to watch a specific show on any particular network. They are more likely to switch among the sports networks to see if there is anything that appeals to them.

When asked why they constantly change channels the participants explained that they are forced to do so because there is not one network that carries all of the programming that fits their needs.

Not having one station that has it allleads to channel surfing

ESPN Deportes actually has most of the programming that Latinos are looking for but many of them are unaware of the programming variety. Programming understanding would move Deportes closer to the ideal sports station.

ESPN Deportes actually has most of the programming that Latinos are looking for but many of them are unaware of the programming variety. Programming understanding would move Deportes closer to the ideal sports station.


Latinos enjoy watching sports with close relatives

The family is extremely important to Hispanics and for men part of that family closeness is sharing in sports.

Latino fathers feel a responsibility to teach their children about sports.

Sports also help Latinos connect to their extended family, culture, and heritage.

The fact that Latinos watch sports as a family has significant implications because young adults who grow up in the U.S. playing football in school still feel passionate about soccer; it is the sport that they watch with their father, brothers, or uncles. The family connection slows down sports acculturation. Even the more acculturated appear loyal to ESPN Deportes when it comes to soccer . If Deportes could deliver on the more “American” sports to their satisfaction it may be more appealing to bilingual Latinos.

The fact that Latinos watch sports as a family has significant implications because young adults who grow up in the U.S. playing football in school still feel passionate about soccer; it is the sport that they watch with their father, brothers, or uncles. The family connection slows down sports acculturation. Even the more acculturated appear loyal to ESPN Deportes when it comes to soccer . If Deportes could deliver on the more “American” sports to their satisfaction it may be more appealing to bilingual Latinos.



Channel surfing and lack of programming awareness leads to lower network loyalty

Most do not have a clear awareness of where the games are being shown. Many participants said that they sometimes have trouble finding the games and will switch channels looking for a particular game. This is especially the case with soccer. They are more likely to watch the network that carries the game.

Some Latinos who land on a sports network while switching channels may watch a program without even knowing the network they are watching. Some who were aware of specific shows like Futbol Picante got confused when asked which network carries the show. “ESPN Deportes now even has La Hora de Cuauhtémoc.”

There is clearly a significant lack of information when it comes to sports programming. Latinos are generally ignorant when it comes to knowing what networks carry the programs and events that they like; many do not even know what channel corresponds to what network. New immigrants are still accustomed to referring to TV networks by channel number, like they do in their country of origin. The differences in channel numbers from carrier to carrier add to the confusion. ESPN Deportes could significantly improve network loyalty by taking on the role of educating the Latino consumer on the network’s programming and on the events it carries.

There is clearly a significant lack of information when it comes to sports programming. Latinos are generally ignorant when it comes to knowing what networks carry the programs and events that they like; many do not even know what channel corresponds to what network. New immigrants are still accustomed to referring to TV networks by channel number, like they do in their country of origin. The differences in channel numbers from carrier to carrier add to the confusion. ESPN Deportes could significantly improve network loyalty by taking on the role of educating the Latino consumer on the network’s programming and on the events it carries.


ESPN

ESPN has an impeccable image among Hispanics. The network clearly lives up to the authority part of its brand promise. Its personality, however, is a very American personality.

ESPN is perceived as an American network that covers a broad variety of sports very well.

As Hispanics in the US acculturate they are more likely to prefer watching ESPN and will turn to the network to watch American sports like NFL or NBA. Many feel that the talent on ESPN Deportes is not as knowledgeable about these sports as their English-language counterparts.


ESPN Deportes

The variety of sports carried by ESPN Deportes, which includes coverage of “American” sports like basketball and baseball, makes the network more appealing to U.S. Latinos. This is especially the case with the more acculturated and Caribbean Hispanics. Latinos in the U.S. are looking for variety and do want coverage that extends beyond soccer.

That being said, the network is also seen as centering primarily on soccer. Latinos agree that offering variety with an emphasis on soccer is a positive aspect of Deportes. Deportes is perceived as the authority on soccer.

Unlike most of the other Spanish networks, ESPN Deportes is seen as catering to all Latinos- not only Mexicans. This was a positive and unanimous opinion across all groups.


Fox Sports en Español

Fox Sports en Español is very well liked by the unacculturated / Spanish-dominant Hispanics- especially Latinos from Central and South America who are avid soccer fans.

Fox Sports en Español has a very Latin American image. Part of this is a result of its programming. Many Latinos turn to FSE to watch games from Latin American leagues like Copa Libertadores and Copa Sudamericana.

The network is seen as centering only on soccer, and is criticized by some for focusing too much on Mexican and Latin American soccer.

Latinos watch Fox Sports en Español to see specific games and for its basic news coverage. The network is seen as lacking on other types of sports programming.

Caribbean Latinos are less likely to watch FSE.


Gol TV / Univision / Galavision

Gol TV is seen as lacking in production quality and talent quality.

Those who watch it seem to tune in to watch the games.

It is perceived as a network dedicated to showing the soccer games, but not primarily Mexican. In Miami, where most soccer fans are not Mexican, Gol TV seems to have a strong following.

Accultured Latinos who like to follow other sports like NFL and NBA point out that Gol TV has limited appeal because it is just soccer.

Univision and Galavision were unanimously voted as too Mexican. Most Latinos felt that the two networks were extremely focused on Mexican soccer and completely biased in their sports coverage and reporting.


All focus group participants were asked to place network stickers on the authority and personality grid.

(See next page for results.)


Authority & Personality Map

Entertaining / Fun

Dull / Boring

CasualGossiper

Misinformed

ProfessionalCredibleAccurate

ESPN Deportes was consistently placed on the upper right hand quadrant and scored higher than ESPN on the personality axis.

FSE was perceived as less authoritative than bothe ESPN and ESPN Deportes.


ESPN Deportes Vs. Fox Sports en Español

The two networks that come closest to matching the unacculturated Latino sports needs are ESPN Deportes and FSE. For the Spanish dominant both of these networks appear very similar- and sometimes even interchangeable.

ESPN Deportes, however, has a more U.S. Hispanic image, while FSE is perceived as more “Latin American.”

ESPN Deportes has a more American image because it includes American sports like football, basketball, and baseball that are not as popular in Latin America.

ESPN Deportes is also seen as more complete because it includes programming that goes beyond the news and the games.

We should note that both FSE and ESPN Deportes have a Latino image; but the image of Deportes is a U.S. Hispanic image. This is extremely positive because most Latinos in the U.S. will identify better with the U.S. Hispanic image as it more closely matches their own. This is especially the case as Latinos acculturate in the United States.

We should note that both FSE and ESPN Deportes have a Latino image; but the image of Deportes is a U.S. Hispanic image. This is extremely positive because most Latinos in the U.S. will identify better with the U.S. Hispanic image as it more closely matches their own. This is especially the case as Latinos acculturate in the United States.


ESPN Vs. ESPN Deportes

Both ESPN and ESPN Deportes are seen as authoritative. They are both regarded as having great visual production quality that is a step above all other sports networks; they are considered credible and professional. ESPN Deportes, however, is seen by Latinos as more “entertaining” and “fun.”

In comparing the personalities of the two networks, it is clear that ESPN Deportes is now seen as different from ESPN. ESPN continues to be the professional/authoritative American sports network. ESPN Deportes maintains the professionalism of ESPN, but has a more laid back/fun Latino attitude; which makes the network more entertaining and engaging to Latinos. Deportes has its very own unique Latino personality.

ESPN Deportes is seen as an established Hispanic network that caters to U.S. Latinos. It is no longer a subset of ESPN. Deportes not only stands on its own; it is also helping the image of ESPN by making the network feel more connected to the Latino community.


Image Exercise

Participants were asked to select an image that ties in some way to ESPN and another that ties to ESPN Deportes.


Latinos feel emotionally connected to ESPN Deportes

Latinos are more emotionally connected to ESPN Deportes than to ESPN. The network's image emotes feelings of friendship and family. “Deportes reflects the closeness of a family because it makes you feel at home.”

They see Deportes as a more diverse network that includes Hispanics from many different countries. “I selected the stamps because they represent our Latino diversity.”

The images selected for ESPN Deportes wereoften about family, friends, culture, and heritage.


ESPN is more foreign and detached

While many Latinos, especially the more acculturated, are avid viewers of ESPN, most do not seem to have a strong emotional connection to the network.

Some of the images selected for ESPN were very literal- the stairs (#11) because it looked like a stadium, or the children (#12) because it looked like a sports team huddle.

Other images were selected because they represented sports that were not at all Latino. “You always see these extreme sports in ESPN… you are not going to find any Hispanics climbing an ice mountain!”



Knowledge of Deportes Programming

There is little programming awareness. In every group, only a couple of participants seemed to know the names of the shows. They rarely tune in to watch a show. There are, however, some exceptions. Futbol Picante, for example, seems to have the most name recognition.

ESPN Deportes was generally seen as centering on news and information. Many are not aware of the events covered by ESPN Deportes - “La Liga games are only shown on Gol TV.” “I think they should have boxing on ESPN Deportes.”

Hispanic viewers do not seem to have noticed a decrease in the number of highlights shown on ESPN Deportes.

Some felt that ESPN Deportes could learn from ESPN by hiring retired players. Many saw retired players a more capable analysts because of having a unique first-hand knowledge of the game.


Futbol Picante

Futbol Picante had the most recognition of all ESPN Deportes programming. Mexicans generally appeared more engaged with shows like Futbol Picante

that offer analysis and debate.

Most viewers who had seen Futbol Picante said that they liked the show. A few were extremely passionate about the show and named it as one of the best sports shows. Others liked it but did not appear as engaged.

They like the format of the show- offering analysis, differences of opinion, and highlights.

All participants in the focus groups were shown a segment of the show. Most Latinos reacted positively to the program and said that they would like to watch it.

We should note that Futbol Picante has come a long way from the image that is used to have merely two years ago. The show used to be criticized for its low production quality and lack of professionalism. That is no longer the case. ESPN Deportes has done a terrific job in making Futbol Picante succesful.

We should note that Futbol Picante has come a long way from the image that is used to have merely two years ago. The show used to be criticized for its low production quality and lack of professionalism. That is no longer the case. ESPN Deportes has done a terrific job in making Futbol Picante succesful.


SportsCenter in ESPN Deportes

While many use TV for sports news and information, very few mentioned SportsCenter in Deportes as a program that keeps them informed on sports. The program does not seem to resonate with Latinos as the English counterpart does. In a few instances SC was thought of as ESPN news and not as a distinct show.

When compared to its English language counterpart, SC comes across as similar but centering on Latino sports and including more passionate announcers.

SportsCenter was seen mostly as an American show. This may have to do with the fact that most of those familiar with the shows were familiar with the English version. “In English its good… it is a great source of news and highlights.

Overall, few Latinos seem to be connected with SC in Deportes. Most do not appear to know the program. Some did not realize that they had seen the show until they were show a segment for review.


Deportes Talent Appeal and Familiarity

The talent is rarely recognized by name. This is not unusual and parallels what happens in the general market. Fans often recognize faces and discern quality talent in the programming without bothering to remember the names. Again, there are exceptions. Some of the Mexican participants in our groups appeared more knowledgeable about the talent and felt very connected to some of the personalities like Jorge Ramos; in fact, many saw the idea of meeting some of the ESPN personalities as positive and appealing.

While most Latinos cannot name the Deportes sports personalities by name, they all agree that the talent is what makes or breaks a network. “The announcers are crucial; they need to run with the ball and stay in the action of the game!” “The sportscaster must be passionate about the game; you can easily tell when they are not!” “ESPN Deportes is a great network because they have professionals who know how to announce sports.”

Latinos seem to remember the talent voices and faces—not their name.


What Latinos Look For in Sports Talent & Programming

The actual game is what drives Latinos to watch sports on TV. Some Latinos seem to love shows that include heated debates; yet others

strongly dislike that approach. However, the most engaged fans seem to be most appreciative of shows that offer a polemical perspective.

All Latinos seem to enjoy documentaries. Everyone, regardless of acculturation, likes shows with highlights. Many participants expressed interest in sports news and player rumor; .

Who is being transferred? Who go hurt in the game? How are they? Who is retiring? Etc.

They like ex-players as commentators. “They are more knowledgeable and passionate about the game… you do not see them as much on Deportes.”

All also agreed that humor is necessary in making sports programming entertaining and appealing.

Humor in a program is important. The acculturated point out that Deportes does not really have shows with “bloopers from the games or any funny things like that”—people poking fun at the players.


Humor or “chispa” is also extremely important to Latinos

Latinos also see themselves as having something they call “chispa.” “Chispa” is the fun and “witty” nature of the Latino culture. Most Hispanics will agree that having fun is part of their nature. “We like to laugh; we know how to make fun of ourselves.” They consider non-Hispanics as too serious and dull. When itcomes to sports news, Hispanics prefer information that is sprinkled with “chispa.” They want to hear different points of views; they want humor, and even gossip. Latinos do not want to be merely informed; they want to be entertained. For any sports news media to feel Hispanic it must include some of that unmistakable Latino wit.

ESPN Deportes does feel Hispanic, and the talent is often successful in infusing Chispa into their shows. However, many participants felt that the network could go further. We must caution ESPN Deportes in translating this to mean that the network should mimic the type of humor used on ESPN. What is funny in English is not necessarily funny in Spanish. The two networks are seen as having a different style that goes beyond language. The ESPN Deportes talent is perceived as more passionate and exciting; clearly exhibiting the Latino “chispa.” In contrast the ESPN English announcers were described as monotone and sometimes boring; especially when narrating soccer.

Latinos also see themselves as having something they call “chispa.” “Chispa” is the fun and “witty” nature of the Latino culture. Most Hispanics will agree that having fun is part of their nature. “We like to laugh; we know how to make fun of ourselves.” They consider non-Hispanics as too serious and dull. When itcomes to sports news, Hispanics prefer information that is sprinkled with “chispa.” They want to hear different points of views; they want humor, and even gossip. Latinos do not want to be merely informed; they want to be entertained. For any sports news media to feel Hispanic it must include some of that unmistakable Latino wit.

ESPN Deportes does feel Hispanic, and the talent is often successful in infusing Chispa into their shows. However, many participants felt that the network could go further. We must caution ESPN Deportes in translating this to mean that the network should mimic the type of humor used on ESPN. What is funny in English is not necessarily funny in Spanish. The two networks are seen as having a different style that goes beyond language. The ESPN Deportes talent is perceived as more passionate and exciting; clearly exhibiting the Latino “chispa.” In contrast the ESPN English announcers were described as monotone and sometimes boring; especially when narrating soccer.


Preferences in Style

The unacculturated Hispanics, who form the core of the ESPN Deportes target, prefer the more passionate Latino style of reporting that is exhibited in the network’s programming.

Acculturated Latinos, however, seem to prefer the more calm “American” ESPN reporting style. Nonetheless, we should point out that these Latino fans are accustomed to the style of ESPN reporting. Many grew up in this country watching ESPN in English. A few of the more acculturated participants pointed out that they do see some of the English language reporters as “very passionate.” Moreover, regardless of acculturation they agree that when it comes to soccer they prefer to watch it in Spanish.

The personality that ESPN Deportes has been able to build has a lot to do with the Latino style that it uses in its programming. This style is what differentiates Deportes from ESPN and makes ESPN Deportes appealing to U.S. Latinos.

The personality that ESPN Deportes has been able to build has a lot to do with the Latino style that it uses in its programming. This style is what differentiates Deportes from ESPN and makes ESPN Deportes appealing to U.S. Latinos.



ESPNDeportes.com

Many of the more acculturated Latinos do visit ESPN online regularly but most go to the English language site. The unacculturated new Latino immigrants were less likely to go online; and some do not even have Internet access- they prefer to get their sports news and information on TV.

Almost everyone who goes to ESPN online seem to use the ESPN site in English. Those who go to the ESPN Deportes site do so by clicking “en español” on the English site.

Some who have used the Spanish website did point out that that they like it because it is not a translation of the English; but rather a site that centers on Latino sports. “I got there at first by accident… but it is a great site.”

It should be noted that many of the bilingual Latinos do not click over to the Deportes site because they think it is just the same site translated into Spanish. “Well… isn't in the same as espn.com?”

There is significant confusion regarding the Deportes website. It is important to make it clear that ESPNDeportes.com is its own separate site. While the Latino sports fans who go online are more likely to be acculturated bilinguals, they may prefer to read about soccer on ESPNDeportes.com. Simply changing the “en español” button to “ESPN Deportes” may alleviate some of the confusion.

There is significant confusion regarding the Deportes website. It is important to make it clear that ESPNDeportes.com is its own separate site. While the Latino sports fans who go online are more likely to be acculturated bilinguals, they may prefer to read about soccer on ESPNDeportes.com. Simply changing the “en español” button to “ESPN Deportes” may alleviate some of the confusion.


ESPN Movil

Generally, Latinos do not seem to use their mobilephones for much more than texting and making phone calls. If they want information on something, they are more inclined to turn on the T.V or look it up on the internet.

Very few have accessed ESPN movil from their cell phones.

While a number of them in every group had smart phones, the majority were not aware of the ESPN application. Others simply said they could use the internet on the phone and saw no need for the application.

The more acculturated Latinos, particularly the younger generation, expressed more interest in ESPN Movil. Some of them did have the ESPN application for the iPhone. Those that had it, had good things to say about it.

Those who accessed ESPN through their cell phones used the mobile portal regularly to follow scores.


ESPN Deportes Radio

Very few Latinos tune into the radio for sports news and information; and those who do only listen to it occasionally while driving.

ESPN Deportes radio has very little awareness. Those participants who listened to the radio were more familiar with other sports news programming on their local radio stations.

Some participants in markets with terrestrial affiliates thought that ESPN Deportes Radio was only available through satellite radio.

Those who did listen to ESPN Deportes Radio liked that the commentary was the same as the television feed. Some mentioned listening to Jorge Ramos on ESPN Deportes Radio regularly.


ESPN Deportes La Revista

Most Latinos are not at all aware of ESPN Deportes La Revista.

Those who have read the magazine saw it somewhere else. We did not have any regular readers or subscribers in our research.

The ones who picked it up did enjoy it, but still said that they would not buy it. They felt that the website was sufficient for their informational needs outside of television. “Why pay when you already have everything on TV?”



Spot Assessments

The idea of advertising SC with Spanish ads was very well received. The ads were generally liked, but there were different reactions depending

on the spots. The favorite by far was Messi’s spot. They felt that it was very effective at

communicating the message that SC keeps you informed on a broad variety of sports. The ad was memorable because of Messi, who was immediately recognized by almost all participants.

The MOLOTOV spot was not as effective because many had trouble understanding the words and some did not know the group.

The Palacios spot did remarkably well given the fact that nobody knew who he was. They were able to relate to the BBQ scene and many thought that the last line about Chivas was funny.

The Video Game spot had mixed reactions. Some liked it because they recognize the players, yet others thought that the whole idea of having them playing a “kids game” was cheezy.


Implications & Recommendations


Implications

Hispanics have


Recommendations

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Documents

2010 Viewer Perceptions Qualitative Research Study Summary of Findings