WWW.MEDIAPOST.COM
TV a Prime Information Source for Hispanic Americans
by Jack Loechner, Tuesday, November 22, 2005 9:30 AM
TV a Prime Information Source for Hispanic Americans According to the results of the recent GfK NOP Hispanic Media and Entertainment study, Hispanic Americans are two to three times
more likely than the general population to turn to television as their primary source for entertainment-related information. 64% said they rely on television to learn about new movies coming to
theaters, and 48% said they turn to TV to learn about upcoming concerts and sporting events. The study also found that Hispanic Americans are much more likely than the general
population to rely on television for information about travel and entertainment, and that they prefer to watch news magazines and sitcoms over other primetime television formats. Asked
what they considered to be the best source of information on a variety of leisure activities, the majority of Hispanic Americans cited television as their preferred media source. The survey of 500
Hispanic Americans, 18 and over, that turn to television when planning these activities as compared to other Americans: New Movies Coming to the Theater
-
Hispanic Americans 64%
- General Population 34%
Planning a Trip or Vacation
- Hispanic Americans 30%
-
General Population 10%
Attending Concerts or Sporting Events
- Hispanic
Americans 48%
- General Population 16%
Source: GfK NOP OmniTel Survey, August 2005 Bruce Barr, Vice President, Omnibus Services for GfK NOP, said "While some Hispanic Americans do turn to other
media for information, there is a far less established "word-of-mouth" network for gathering information on mainstream American leisure activities, especially among the less acculturated
Hispanics. Television fills this void when it comes to making entertainment-related decisions." Though the TV viewing patterns of Hispanics are generally very similar to the
general population, but there are some exceptions to note. Specifically, comedies/sitcoms were consistently high between both groups, and reality shows were consistently low. But, a little more than
half of Hispanic Americans regularly tune in to view primetime TV dramas, compared to 64% of the general population. Hispanic Americans who regularly or occasionally watch a
particular program format versus the general population: News Magazines
- Hispanic
Americans 65%
- General Population 57%
Sitcoms or Comedies
- Hispanic Americans 64%
- General
Population 67%
Dramas
- Hispanic
Americans 54%
- General Population 64%
Reality Shows
- Hispanic Americans 37%
- General
Population 37%
Source: GfK NOP OmniTel Survey, August 2005 "Advertisers looking to
use television to reach Hispanic Americans should give special consideration to news magazines and sitcoms over other primetime program formats," says Barr. For
more information on this market, please visit here.