Hispanics Rely On Television For Finding Information About Travel & Entertainment.

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, according to the results of GfK NOP’s Hispanic OmniTel Media and Entertainment Study. The survey also found that Hispanics prefer to watch news magazines and sitcoms over other primetime television formats.

Hispanics Turn To TV Two To Three Times More Often Than Other Americans

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. Nearly two-thirds (64%) said they rely on television to learn about new movies coming to theaters, and nearly half (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.

For example, Hispanics are three times more likely than other Americans to use television as an information source when making travel plans (30% vs. 10%) or deciding to go to a concert or sporting event (48% vs. 16%).

“Marketers, particularly those in the media and entertainment industry, must be mindful of the critical role that TV plays in the marketing mix when looking to target Hispanic Americans,” said Bruce Barr, Vice President, Omnibus Services for GfK NOP. “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.”

News Magazines, Sitcoms Favorite Primetime TV Format

The GfK NOP survey also found that the viewing patterns of Hispanics are generally very similar to the general population, but there are some exceptions to note. Findings indicate that while viewership of primetime sitcoms and reality shows are consistent, there are differences evident for news magazine and primetime drama viewership.

Specifically, comedies/sitcoms were consistently high between both groups (64% among Hispanics and 67% for the general population), and reality shows were consistently low (with only 37% of either group saying they routinely watch shows of this nature). Where the similarities erode, however, is among the other two main genres. The study reports that almost two thirds (65%) of Hispanic Americans regularly or occasionally watch primetime TV news magazine shows, compared to only 57% of the general population. In contrast, a little more than half (54%) Hispanic Americans regularly tune in to view primetime TV dramas, compared to 64% of the general population.

“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. “Marketers who recognize and understand the nuances of the Hispanic market are uniquely positioned to tailor their approach for a competitive advantage.”

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For more information at http://www.gfk.com