By Diego Usai – Marketing Analytics Somewhere along the way, marketing started measuring the wrong thing. We became obsessed with what gets clicked today, instead of what gets remembered tomorrow. Orlando Wood describes two creative instincts in advertising: 𝗧𝗵𝗲 𝗦𝗵𝗼𝘄𝗺𝗮𝗻 and 𝗧𝗵𝗲 𝗦𝗮𝗹𝗲𝘀𝗺𝗮𝗻. One draws attention through storytelling, humor, music, or emotion. The other leans … Read more
Telemundo delivered the most-watched Super Bowl in Spanish-language broadcast history, delivering 3.3 million total viewers, marking a milestone moment for Spanish-language television while solidifying the network’s leadership in live sports. The game topped the prior Spanish-language Super Bowl record by +47%, ranking as the highest-rated non-soccer sporting event in Spanish-language television history, according to Nielsen. … Read more
By Marissa Romero-Martin – Chief Insights Officer / Culturati The Super Bowl wasn’t just about football this year. It became a rare collective cultural moment, one where messaging across ads and the halftime show converged around something deeper: pride, self-belief, and shared humanity. In an era shaped by fragmented media, polarized discourse, and algorithm-driven echo … Read more
By Maria Lucia Parra – I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”. To understand how Hispanics experienced this year’s Super Bowl, Ingenium Research conducted a comprehensive qualitative study using the 1Q platform, engaging U.S. Hispanic participants … Read more
Santa Cruz Communications (SCC), an award-winning boutique public relations agency specializing in the U.S. Hispanic market, today announced its 25th anniversary, celebrating 25 years of amplifying voices across a wide variety of sectors, including entertainment, health, education, nonprofit, finance and sports, through strategic storytelling and trusted media relationships. Founded on February 15, 2001, SCC launched … Read more
Recent increases in immigration have rekindled concerns about their effects on government budgets. This paper updates a model of these effects first developed by the National Academies of Sciences, Engineering, and Medicine (NASEM) to shed light on how immigrants, both legal and illegal, and their children affect government budgets. This analysis is the first to … Read more
By Gaby Alcantara Diaz – Semilla Agency 135.4 million people watched Bad Bunny lead the Super Bowl halftime show. The largest audience in halftime history. The “Benito Bowl” wasn’t just a cultural moment; it was an economic declaration. On the world’s biggest stage, Benito embodied Seguimos aquí (“We’re still here/We aren’t going anywhere”), showing that … Read more
By Tony Hernández – Documentary Filmmaker & Oral Historian Preserving family, founder, and cultural legacy When I launched the Immigrant Archive Project, I thought I was building an archive. What I didn’t fully understand was that I was also building a mirror. Because when you sit across from someone—cameras rolling, time slowed down—and you invite … Read more
Pedro Torres, the well-known producer-director who had helped pioneer production of TV spots for Hispanic Market ad agencies and would later on shine at the helm of global programming from top-level positions at TELEVISA, passed in Mexico City at the age of 73. Torres had been ill during the last four years. His passing was … Read more
By Louis Maldonado Bad Bunny’s Super Bowl halftime performance was exactly what America — and the world — needed right now. It affirmed a truth that feels increasingly contested in public discourse but remains undeniable in reality: America’s strength and future lie in its diversity. Multiculturalism is not a social obligation to be managed quietly; … Read more
By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION by Castells The Super Bowl as America’s Cultural Barometer: The Super Bowl is the most expensive—and most revealing—mirror of American culture. Beyond a showcase for products or creative ambition, it signals who brands believe America is, who they choose to see, who they quietly leave out, … Read more
By David Morse – Market Researcher and Author. In 2026, there are two halftime shows. One on the field, headlined by Bad Bunny. And one built as an alternative, an “All-American” counter broadcast organized by Turning Point USA and led by Kid Rock for viewers who would rather watch something else. The divide is visible … Read more
Telemundo and Peacock marked Super Bowl Sunday with a new talent-led spot featuring Owen Wilson and Sofía Vergara, airing right after Bad Bunny’s halftime performance, using one of the most culturally resonant moments of the year to position Telemundo as the destination for experiencing the FIFA World Cup 26™ in Spanish. The spot signals the … Read more
Just received these examples of people on Instagram explaining WHY the NFL decided to have Bad Bunny lead this years Super Bowl Halftime show. I hope there are many more, just the facts. CLICK on Images …….
By Luis Miguel Messianu Bad Bunny Didn’t Just Win the Grammys — He Rewrote What America Sounds Like. The first-ever Spanish-language Album of the Year isn’t just a milestone for music — it’s a turning point for identity, belonging, and the rhythm of a changing nation. Last night, the world heard Spanish — not as … Read more
By Jacquelynn Carrera – Brand Partnerships & Experiential Marketing Leader | Campaign Execution & Audience-First Storytelling The strongest brand moments rarely start in a boardroom. They start by listening. When Bad Bunny told fans they had four months to learn English, it wasn’t a marketing campaign. It was a cultural moment. The comment quickly sparked … Read more
By David Chitel The National Football League (NFL) putting a global Latino superstar on the biggest stage in America isn’t about vibes. It’s about growth, relevance, market share and good business. Bad Bunny built one of the largest fanbases on planet Earth while singing almost entirely in Spanish. No translation. No dilution. No “mainstreaming.” He … Read more
By Roy Eduardo Kokoyachuk Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the nation’s largest sporting event, at a time when Latinos are at the center of immigration raids, inject politics into brand marketing? … Read more
Telemundo and Peacock released a teaser for its upcoming Super Bowl spot, marking the next step in their road to the FIFA World Cup 26™ taking place this coming summer in the United States, Mexico and Canada. The teaser offers a first look at Telemundo’s World Cup storytelling through a light, culturally driven moment featuring … Read more
By Michael Barry, MBA, CNP – Through creative and strategic communications, I help businesses build their brand narrative, reach their audiences, respond to change, and facilitate transformation. One of the problems we face in the communications business is a lack of time. The unfortunate byproducts are poorly worded, misguided and often reactionary messages. Making matters … Read more
