Super Bowl 2026 had all the makings of a cultural crossover moment. With Bad Bunny bringing new audiences into the Super Bowl ecosystem, the NFL expanded its cultural reach beyond its traditional fan base (Marketing Brew). That shift created a rare opportunity for brands: speak directly to Latino viewers at scale.
And yet, when we look at the ads that actually aired, Latino-focused storytelling was largely absent.
According to the USA TODAY Ad Meter, 54 national spots were ranked during this year’s game. A review of the full rankings shows that the top-performing ads—Budweiser, Lay’s, Pepsi, Dunkin’, Michelob Ultra and others—leaned heavily into nostalgia, Americana, humor, celebrity, and broad-market storytelling. Very few spots centered Latino audiences through language, culturally specific narratives, or Latino-led storytelling.
Out of the 54 ranked ads, only a small fraction meaningfully reflected Latino identity. That means the overwhelming majority of Super Bowl ad investment operated without intentionally speaking to one of the fastest-growing and most engaged TV audiences in the country.
A Missed Opportunity for Cultural Loyalty
Latino audiences are among the most consistent television viewers (CNBC). They over-index in cultural engagement, family-centered viewing, and live events that bring communities together. When brands show up authentically, that recognition translates into long-term loyalty.
Bad Bunny’s presence — uniquely tied to Latino identity, Puerto Rican pride, and cross-cultural appeal — offered an opportunity for brands to connect with the cultural wave. It wasn’t just a moment for music fans; it was a moment that highlighted how much influence Latino culture has on mainstream audiences.
Brands that did lean in — like e.l.f. and Duolingo — tapped into this. But the broader field largely defaulted to general storytelling instead of playing in with the cultural rhythm.
Latinos Are Not a Niche. They’re a Multiplier.
Latino audiences don’t just watch TV — they set trends, create buzz, and influence purchasing across demographics. In an era where live broadcast viewership is more fragmented than ever, leaning into cultural relevance isn’t a risk — it’s an advantage.
When brands sidestep cultural relevance at major moments, they miss more than a conversation — they miss connection and loyalty.
Latino audiences tend to respond most strongly to:
- Authentic cultural narratives
- Language that reflects lived experience
- Casts and voices that feel familiar
- Storytelling that honors community values
Given that Latino audiences make up a massive portion of U.S. TV viewership, often among the most loyal live-event viewers (CNBC), the scarcity of culturally fluent ads stands out as surprising. These fans aren’t niche; they are core to rebounds in TV consumption and represent a fast-growing share of mainstream entertainment audiences.
At Vaquero, we believe Latino audiences are not a niche segment to be cautiously included. They are a superpower driving viewership resilience, cultural momentum, and long-term brand loyalty. And the brands that recognize that will be the ones that lead.