Tu Musica Hoy Punches Above Weight During Week 1 NFL Action

Week one's NFL games were thrilling from start to finish, with social video capturing a ton of the action. And while a lot of the biggest creators to cover the league were either the NFL itself or official media partners, others also notably punched their way into the larger conversation. As data from Tubular Labs showcases:

• Specifically, Argentinian music page Tu Musica Hoy was No. 5 among all TikTok pages when it came to NFL-related views; the channel had 29.1 million views from Sept. 4 through Sept. 8 (with most revolving around the Karol G halftime show at Friday's game in Brazil.
• The NFL itself generated 76.1 million views to lead the way, though that doesn't include all 32 franchises, which also published numerous videos about the games throughout week one.
• The Chargers' and Chiefs' matchup in Brazil pulled in coverage from additional South American media companies like Disney+ BR (11.6 million views), Radio Disney Brasil (9.6 million) and Billboard Brasil (5.2 million views) – all of which would've provided minimal coverage without the game taking place in Brazil.

By expanding the footprint of the game with an atypical location like Brazil and a popular music act like Karol G, the NFL was able to grow the reach of week one games beyond traditional creators and fans.