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Call it the Bad Bunny Effect: Why Telemundo no longer is an underdog

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Call it the Bad Bunny Effect: Why Telemundo no longer is an underdog

A few years ago, some were predicting the demise of Spanish-language television.

Most of the Latino population growth over two decades has come from U.S. births, outpacing the arrival of immigrants. The thinking was that because most U.S.-born Latinos speak English and can consume a wide array of media, Spanish-language TV would recede in relevance.

But Telemundo has defied such forecasts to become one of the nation’s hottest news outlets.

The NBCUniversal-owned, Spanish-language network, a longtime underdog, has been notching viewership gains in advance of its highly anticipated coverage of this summer’s FIFA World Cup championships.

Last year, Telemundo increased its audience for its evening news, anchored by Julio Vaqueiro, by 11% over the previous year, according to Nielsen data. Its Los Angeles station, KVEA Channel 52, has surpassed entrenched giants Walt Disney Co.’s KABC and Univision’s KMEX, attracting more viewers for its local evening and late-night newscasts.

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The Miami-based division has a strong social media presence. Its Telemundo Noticias (News) account boasts 16 million followers on TikTok, topping ABC News, CNN and Fox News.

Cultural and demographic shifts have helped fuel Telemundo’s rise. After more than a decade of immigration declines, border crossings surged during President Biden’s tenure — a tide that turned with President Trump’s return to the White House. Instead, Trump brought a torrent of significant news events, including immigration raids that reverberated through Latino communities.

“We are growing because we are telling the stories that are important to our audience,” Gemma Garcia, Telemundo’s executive vice president for news, said. “We are very audience-driven.”

When U.S. military forces seized Venezuela’s then-president Nicolás Maduro in January, Telemundo quickly flew its main news anchor, Vaqueiro, to report from Colombia, which borders Venezuela. The network interrupted its usual Sunday night fare for a news special that scored solid ratings.

Vaqueiro, 38, has become the fresh face of Spanish-language news after Jorge Ramos, who achieved prominence as a forceful advocate for Latino immigrants during his 40 years on the air, signed off from rival Univision in late 2024.

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The younger journalist brings a softer tone to his reports. He was promoted to Telemundo’s main news anchor in 2021 after several assignments, including working at KVEA in L.A. He loves stepping out from behind the anchor desk in Miami to cover big stories.

Telemundo news anchor Julio Vaquiero

(Telemundo)

Vaqueiro traveled to frigid Minneapolis earlier this year after the deadly Immigration and Customs Enforcement shootings. He broadcast from anti-ICE protests and stopped by a church to interview a pastor and volunteers organizing a food drive for immigrants too afraid to go outside.

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“We’re very focused on being out there and reporting on the ground,” Vaqueiro said in an interview. “Being close to our audience, that’s a big part of what we are doing at Noticias Telemundo.”

Another key to Telemundo’s momentum has been its commitment to the Spanish language.

Media companies a decade ago raced to engage young, bilingual Latinos by launching start-ups, including a joint venture between ABC News and Univision called Fusion that flopped.

Now Telemundo is the one with cool cred.

Call it the Bad Bunny effect: While the Puerto Rican artist’s Super Bowl halftime show in Spanish befuddled scores of viewers, millions of other fans, deeply proud of their Latino roots, were thrilled by his performance celebrating everyday workers.

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“With Bad Bunny’s rise and the Super Bowl, it felt like a shift in values towards the Spanish language,” said Mark Hugo Lopez, Pew Research Center’s director of race and ethnicity research. “It has become a source of cultural pride … and it seems to be impacting the ways in which English-speaking Latinos also think about their identity.”

Bad Bunny performed the Super Bowl halftime show in Spanish in February.

Bad Bunny performed the Super Bowl halftime show in Spanish in February.

(Eric Thayer / Los Angeles Times)

That increased affinity suggests that Spanish isn’t going away anytime soon.

“Our data has shown that Latinos say it’s important that Latinos in the future speak Spanish here in the United States,” Lopez said.

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A slow build to a news leader

Telemundo’s rise was a slow build, coming nearly a quarter-century after NBC bought the network for nearly $2 billion.

Years of effort took root after NBCUniversal agreed in 2011 to spend big for the U.S. Spanish-language media rights to the FIFA World Cup, dethroning Univision, which had long televised the prestigious soccer event. This year, Telemundo is poised “to deliver the largest coverage in Spanish-language media history,” the network said in a statement.

It will provide live coverage for all 104 matches, including on the Telemundo and Peacock streaming apps.

Being part of NBCUniversal has brought other benefits, too, particularly as Telemundo’s main competitor, Univision, has struggled under a succession of ownership groups.

NBCUniversal integrated its English and Spanish-language news units at its television stations. In Los Angeles, KVEA’s newsroom is in the same building on the Universal lot as KNBC-TV Channel 4. The same managers run both divisions.

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“All of these things have evolved,” said Millie Carrasquillo, a Hispanic media consultant and former Telemundo research senior vice president. “It’s an alignment of the audiences, an alignment of how technology is evolving — and also the way that news is being delivered.”

Telemundo’s national newscast, anchored by Vaqueiro, averages 1.2 million viewers, its largest audience in years.

But audiences, particularly younger ones, are less likely to watch TV news, so network executives have tapped the potential of TikTok, Instagram and YouTube to boost their reach.

On TikTok, Telemundo reporters broadcast live from outside the U.S. Supreme Court last week as justices heard oral arguments on Trump’s push to end birthright citizenship for babies born to parents who are in the country unlawfully. Telemundo featured live coverage of the traditional Easter egg roll at “La Casa Blanca” (the White House) and frequent reports about NASA’s Artemis II mission, which scored millions of views.

“Radio and television hasn’t gone away,” said Mari Castañeda, University of Massachusetts Amherst’s Commonwealth Honors College dean. “But Telemundo has recognized that [cellphones] are where most of their audience is located and they leaned into that.”

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Social media posts are easy to share, serving as a viral expansion of the network’s audience.

“Telemundo has emerged as a leader because it has modernized,” added Castañeda, a native of La Puente in Los Angeles County.

The U.S. Latino population nearly doubled between 2000 and 2024, rising from 35 million to 68 million, according to the Pew Research Center. Since the Great Recession, the growth has largely come from U.S. births, and the median age of U.S.-born Latinos is about 21.

The trend line bent during the Biden years as U.S. births roughly equaled the arrival of immigrants, Lopez said.

“Immigrants are still a very large part of the Latino story,” he said.

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Noticias Telemundo anchor Julio Vaqueiro talks to a child living in a makeshift migrant camp

Noticias Telemundo anchor Julio Vaqueiro talks to a child living in a makeshift migrant camp along the Rio Grande near the Ciudad Juarez-El Paso border on Feb. 28, 2024.

(Telemundo)

‘This is a country we really love’

Telemundo’s brightest star — Vaqueiro — was born in San Juan del Río, north of Mexico City and came to the U.S. when he was 26 with his wife, who was also born in Mexico.

“We have three American kids,” Vaqueiro said. “All we know as a family is the U.S. This is a country that we really love and we’re grateful to it.”

In many ways, Vaqueiro’s journey is the story of U.S. Latinos.

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“He’s Mexican but he’s also a U.S. Latino and he understands the context and issues that communities are feeling,” said Castañeda. “There’s a sense of authenticity and care that comes through.”

Vaqueiro wrote a book, “Río Bravo. México, Estados Unidos y el regreso de Trump, (Rio Grande: Mexico, the United States, and the Return of Trump),” to explore the political mood during a period of tumult and often tense relations between the countries.

Telemundo strives to stay out of the political fray, Garcia said.

“We don’t think about politics,” Garcia said. “We cover what is happening within our community, and now more than ever, we are on top of our community’s stories.”

Vaqueiro added: “We have to be very careful reporting the facts and verifying every information that comes to us.”

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Political divisions course through Latino communities, including in South Florida where Telemundo is headquartered.

“We’ve always known that Latinos are not a monolith,” Vaqueiro said. “This is a complex community that is constantly growing. It’s diverse: geographically, culturally and generationally.”

Interest in news has swelled since Trump began his second term. Ratings are also up for ABC’s “World News Tonight with David Muir,” which is drawing 8.4 million viewers per telecast this season, outpacing NBC, Fox News and CBS.

In national news, Univision still tops Telemundo. In local news, Telemundo’s KVEA has continued to build on its lead this year, although KMEX remains competitive and Disney’s KABC remains dominant among English-language stations.

“I just hope that we meet the moment,” Vaquerio said. “This is a critical moment for Latinos who are navigating very difficult times under a lot of pressure.”

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He has another goal, too.

“I want to lift Latino voices who are moving forward — opening new businesses and graduating from college,” Vaqueiro said. “I want to talk about the positive side of this community that brings huge contributions to the United States.”

Politics

Commentary: This California bill is so bad it has me agreeing with a Trump Republican

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Commentary: This California bill is so bad it has me agreeing with a Trump Republican

For as long as I’ve been a journalist, which is a really long time, public entities have hated public records requests, even while claiming they don’t.

Ask your typical elected or hired official, from the governor to the animal control folks, and they’ll tell you transparency is vital and sunshine in government a key value.

Then turn in the most benign of public records requests — access to a calendar, for example — and prepare for weeks of delays and excuses. Want emails or financial records or, heaven forbid, anything from the police? Months or even years may pass before a single page is delivered, no joke.

That’s why I am deeply concerned about a bill winding its way through the California Legislature that would definitely slow down public records requests and likely make them more difficult and expensive. At its worst, it could push people into costly court battles just for having the audacity to ask for information.

The legislation, Assembly Bill 1821, is authored by Democratic Assemblymember Blanca Pacheco, whose district includes Norwalk, Downey and Bell, where legendary scandals are Example 1 of why public records matter.

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Pacheco’s office told me Wednesday that the troubles with the bill are far from what Pacheco set out to do.

“It was never the author’s intention to take away people’s rights to a [Public Records Act] request,” said her chief of staff, Nikki Johnson.

Johnson said the bill was meant to curtail malicious records requests, which do happen, where a citizen goes after copious amounts of records just to be a jerk and cost the government time and money.

It was also meant to address the growing problem of artificial intelligence and other for-profit businesses requesting thousands of records with the intent of using the information to create money-making products — think of sites that already sell publicly available personal information as “background checks.”

I believe Johnson on the good intentions of the bill in addressing those real if nebulous difficulties, but you know what they say about the best-laid plans.

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The bill passed through the Assembly recently with ease, largely because most of its problematic portions (I’ll get to those in a minute) were removed — though not all. Even in a watered-down form, which basically gave government more time to answer requests, I found myself in the unlikely position of agreeing with conservative Republican Assemblymember and Trump supporter Carl DeMaio of San Diego, who offered some of the only opposition from elected leaders during the Assembly vote.

“We cannot police the public’s right to know, and we want to err on the side of transparency in how government agencies operate,” DeMaio said.

Amen, brother.

But the Democratic-controlled Assembly erred on the side of secrecy and slowdown instead, and the measure sailed to the Senate, where seemingly out of the blue, a bunch of new provisions were added that fill it with loopholes, vague language and tons of room for abuse.

David Snyder, executive director of the First Amendment Coalition, said the bill as written now was “comprehensively bad for transparency and therefore for government accountability.”

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Sean McMorris, transparency, ethics and accountability program manager for the advocacy organization California Common Cause, put it even more forcefully. He pointed out that “public records are the public’s records.”

“They’re not owned by the government,” he said. But this bill would shift that paradigm and make the public “prove why you need them.”

“It’s going to chill people who want to make requests, and it’s going to complicate the process, and it’s just wrong,” McMorris said.

In its new form, the bill basically allows government entities to decide if they feel a public records request is malicious or for commercial gain. If they do, they can petition a court to intervene — potentially sparking both legal costs and new fees associated with fulfilling the request.

It would also, Snyder said, force a requester to explain why they wanted the records — something California law has repeatedly avoided because it gives power to government to treat those it perceives as enemies differently.

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In this age of fairness and reason, it’s hard to imagine a government official misusing power to keep secrets, but I’m told it happens. That makes it all the more crucial that people not be forced to explain why they want information, or if they will use it to, say, expose corruption — be it wrongdoing by a single individual or the entire system.

Faced with unintended consequences, Assemblymember Blanca Pacheco (D-Downey), shown in 2023, will seek to scale back the bill to its original form, according to her chief of staff.

(Rich Polk / Getty Images for Equality California)

“I have little doubt that some agencies will use that provision to overburden requesters that they view as political opponents, requesters that they view as just a hassle, requesters that ask for things the government doesn’t want to disclose,” Snyder said. “They can bring the requester into court, and at a minimum, slow down the process, and probably more likely get the requester to simply withdraw.”

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As written, the bill also gives a shoddy carve-out meant to protect journalists, but which in reality could be used to curtail requests from freelancers, student journalists and more.

McMorris said access to public records is a “moral issue,” and fixing any problems with the current law requires “a scalpel, not a meat ax.”

This bill, he warned, is a meat ax.

“I don’t discount that there are abusive requests, and that there are requests that really are a burden on government agencies, but the law right now has ways for government agencies to address that,” he pointed out. “Once these laws go into place, they’re going to be hard to roll back.”

It could “fundamentally change” our access to public records, he said.

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Johnson, Pacheco’s chief of staff, told me that faced with all these unintended consequences, the Assembly member is going to ask for the amendments to be removed, and for the bill to progress as it was written when it passed the Assembly. That could happen as early as next week, when the bill with the new provisions is scheduled to come up again in a Senate committee for debate.

Reverting to the bill the Assembly voted on would be better, but slowing down public records is in government’s best interests, not the people’s. The bill does nothing to address the problems it seeks to fix, but stretches out the time officials have to simply tell a requester if any records do exist — never mind delivering them.

So even back to its watered-down form, the bill remains a meat ax for a scalpel problem, chopping up transparency with good intentions.

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WATCH: Biden appears confused about where to exit stage after Democratic gala remarks

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WATCH: Biden appears confused about where to exit stage after Democratic gala remarks

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Former President Joe Biden appeared to briefly seek directions before exiting the stage after delivering remarks at a Democratic gala Saturday night, capping his speech with an awkward onstage moment.

After delivering a roughly 10-minute keynote speech at the Maryland Democratic Party’s “Fight Back & Win Gala” near Baltimore, the 83-year-old paused onstage and looked toward the wings before pointing in two different directions, seemingly trying to determine where to exit. After receiving guidance, Biden turned and walked off the stage with his back to the audience.

Unlike several other speakers at the gala, who exited on the opposite side of the stage after their remarks, Biden left in a different direction.

EX-DEM INSIDER REVEALS SHE WILL EXPOSE DEMOCRATS WHO COVERED UP BIDEN’S COGNITIVE DECLINE IN NEW BOOK

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Former President Joe Biden exits the stage after delivering remarks at the Maryland Democratic Party’s Fight Back and Win Gala near Baltimore on Saturday. (CSPAN)

The moment came after Biden delivered one of his sharpest public critiques of President Donald Trump since leaving office. During his remarks, Biden defended his own administration’s record while accusing the Trump administration of corruption. He also took aim at what he described as Trump’s “vanity projects,” including renovations to the White House, changes at the Kennedy Center and the ongoing saga with the reflecting pool on the National Mall.

“Whoa, what a loser,” Biden said.

After pausing several times to cough throughout his remarks, Biden concluded with a call for Democrats to “fight back,” saying the country could overcome its challenges by acting together.

“Folks, I guarantee we can do this. And we will. We just remember who in the hell we are. We’re the United States of America,” Biden said. “There’s nothing, nothing beyond our capacity if we act together. So let’s get up and fight back, God darn it.”

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The latest onstage moment comes just days after another widely shared incident at the opening of the Obama Presidential Center in Chicago.

WATCH: BIDEN LEFT SEARCHING FOR FAMILY AFTER OBAMA PRESIDENTIAL CENTER CEREMONY

The star-studded ceremony brought together former Presidents Barack Obama, Bill Clinton and George W. Bush, along with former Secretary of State Hillary Clinton, former Vice President Kamala Harris and other political leaders and entertainers. At the conclusion of the event, Biden remained onstage after others had exited before calling out, “Where’s my granddaughter?”

Former First Lady Jill Biden then returned to the stage, took his hand and guided him off.

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Former U.S. President Joe Biden and Former first lady Jill Biden appear on stage during the dedication ceremony for the opening of the Barack Obama Presidential Center in John Lewis Plaza on June 18, 2026 in Chicago, Illinois. (Scott Olson / Getty Images)

Biden has largely stayed out of the public eye since withdrawing from the 2024 presidential race after facing intense pressure from fellow Democrats to end his reelection bid.

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The former president has since made only occasional public appearances and recently disclosed that he is undergoing treatment for Stage 4 prostate cancer.

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Costs of Iran war will linger despite conflict’s end, experts say

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Costs of Iran war will linger despite conflict’s end, experts say

A spectacular economic upturn is on its way, President Trump promised Americans last week, galvanized in part by a deal brokered this month to end his war with Iran.

“Very soon you’ll be at $2.50 a gallon for gasoline,” Trump told a crowd Wednesday night on the National Mall. The next year, he said, “is set for an economic boom the likes of which no nation has ever seen before.”

Economists are skeptical. The effects of the war and other factors driving inflation are likely to stick around for months, experts say, presenting an ongoing challenge to American households — and to Trump’s party as it seeks to retain control of Congress in November’s midterm elections.

Yesenia De La Torre, 24, from Culver City pumps gas at the Chevron gas station on Sawtelle Boulevard and Culver Boulevard on June 15. Despite an agreement announced Sunday to end the Iran war and open the Strait of Hormuz, high oil, gasoline prices and energy supply problems won’t be solved overnight.

(Kayla Bartkowski / Los Angeles Times)

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The war’s end will not create “a complete snap-back,” said Patrick Harker, professor at the University of Pennsylvania Wharton School and former president of the Federal Reserve Bank of Philadelphia.

“Markets are still cautious, and the infrastructure that’s been destroyed [in the Middle East] is going to take a while to re-create,” Harker said. “Inflation’s going to stay elevated for a while.”

Oil prices were dropping last week — falling to their prewar level Friday — and average gas prices fell by 7 cents per gallon over a week ago. But it will take significant time for oil shipping to ramp up through the Strait of Hormuz, infrastructure to be rebuilt and gas prices to drop, said Michael Negron, senior fellow for economic opportunity at the Center for American Progress.

“I would expect there to be a continued inching downward,” Negron said, but “we’re not going to just go back within weeks to $2.90 per gallon.”

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That means the prices of gas and of other essentials aren’t likely to improve dramatically before the midterms, in which affordability has become a driving issue. It could heighten challenges for Republicans, who are defending their majorities in the U.S. House and Senate, as Democrats seek to leverage the issue to gain ground.

Positive messaging about the economy from Trump and other officials “doesn’t really resonate” with Americans who are struggling to make ends meet, said Gina Plata-Nino of the Food Research and Action Center, a national anti-hunger advocacy organization.

“When you’re still making the same amount of money but there’s less for you to be able to pay [for] your basic needs — gas is more expensive, food is more expensive — it doesn’t really add up,” she said.

A fruit stand on West 7th Street sells bananas for $2 per bunch.

A fruit stand on West 7th Street sells bananas for $2 per bunch.

(Carlin Stiehl / For The Times)

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Americans question the costs

The Iran war has cost the average American household between $775 and $1,300 so far in fuel and taxpayer costs, according to an analysis by Roger Pielke, a senior fellow at the American Enterprise Institute.

The national average gas price sat at $3.90 on Friday, according to AAA, and California’s average was $5.48 per gallon, down 13 cents from a week earlier.

The increase in oil prices has also affected diesel and fertilizer prices, creating a ripple effect through several sectors, including agriculture. Consumer prices rose 4.1% in May from a year earlier, putting the inflation gauge at a three-year high.

Trump has leaned on a bullish message about the economy, but he has largely dismissed Americans’ worries about affordability, calling it a “fake word” and a “hoax.” Last week, he undermined the first major progress by Congress on the issue, refusing to sign a bipartisan housing affordability bill after both chambers passed it.

President Donald Trump closes his eyes as Dr. Ben Carson, left, speaks during an event in the Oval Office.

President Donald Trump closes his eyes as Dr. Ben Carson, left, speaks during an event with the White House Religious Liberty Commission in the Oval Office on Friday.

(Anna Moneymaker / Getty Images)

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Meanwhile, the president’s approval rating on the economy dropped to 33% last week in an NPR/PBS News/Marist Poll — his lowest ever for that poll and 3 points below former President Biden’s worst reading on the question during his term.

Nearly four-fifths of respondents said that gas prices present some sort of strain, with 34% categorizing it as a major strain and 44% calling it a minor strain. Half of respondents who said they were not vacationing this summer said cost was the reason.

And only 23% of Americans say the war was worth the costs, according to a Reuters/Ipsos poll conducted days after the Trump administration announced the framework agreement to end the conflict earlier this month.

“People [are] just feeling like they’re getting left behind,” Harker said. “That’s a very real, palpable feeling when you go out and talk to people. They’re worried.”

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The president and his party need a midterms message that “real economic change” is coming, said Brian Reisinger, a rural policy analyst in Wisconsin and a former GOP strategist.

“It has to be substance behind the sell,” Reisinger said.

Senate Majority Leader John Thune (R-SD) speaks to reporters

Senate Majority Leader John Thune (R-S.D.) speaks to reporters after the weekly Senate policy luncheons at the U.S. Capitol on Tuesday in Washington, D.C. Thune spoke on a meeting with President Trump on the Iran deal.

(Kevin Dietsch / Getty Images)

U.S.-Iran talks on shaky ground

Trump’s boosters have hailed the Iran deal as a victory for the president. And Trump has justified the shock to gas prices as “worth it not to have a nuclear weapon” in Iran, though the war has not achieved the president’s stated aims, which included the elimination of its nuclear program.

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“President Trump was clear all along that there would be short-term, temporary disruptions to energy markets, and that oil and gas prices will quickly fall as soon as the Iran situation is resolved,” White House spokesperson Taylor Rogers said Friday.

How rapidly the conflict will be resolved is not yet clear. The U.S.-Iran negotiations were on shaky ground by week’s end, with each country offering diametrically opposed messaging on the status of key points of negotiation.

Analysts say much of the increase in traffic through the strait has been driven by the return of Iranian oil to global markets. Trump agreed in the controversial deal with Iran to lift sanctions on Iranian oil, allowing Tehran to resume trading its most valuable export and breaking with decades of U.S. policy.

The unpredictability of the talks is another factor keeping energy companies, shippers and insurers cautious for now, Negron said.

“Everything is to be negotiated in the next nearly two months,” he said. “It is natural to expect there to be additional risk priced into each barrel of oil, into the insurance people are paying, just because of the volatility and uncertainty of where we are.”

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