• by Jack Loechner , Staff Writer @mp_research, November 22, 2005

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.