44% of Hispanics Watch Spanish-language Soap Operas.

According to International Communication research (ICR), a total of 832 Hispanic American adults were interviewed to understand the viewership of Spanish-language soap operas, known as “telenovelas.” Among those surveyed, 44% said they watched a telenovela in the last week. These Hispanic Americans are tuning into telenovelas for the entertainment factor (38% mentioning), particularly citing “surprising plot developments” (24%). Somewhat surprisingly, only 12% cited their native language as the reason they watched, and very few Hispanics tuned in for “romance” (2%) or a “good story line” (1%).

Key Findings

44% of surveyed Hispanics have watched a telenovela in the last week.

This figure is driven by women (53%); however, about one-third of Hispanic men are also watching (35%).

Significantly more foreign-born Hispanics also reported tuning in during the week prior to this survey (51% vs. 33% born in the US).

The entertainment factor is the most frequently mentioned reason for tuning into telenovelas (38%). In particular, 24% specifically cited the “surprising plot development” as the reason why they watched. This is consistent across all Hispanics.

Other entertainment related reasons for watching include:

They are interesting / exciting (4%)
Romance (2%)
They are good / have a good storyline (1%)
For leisure purposes / to relax (1%)
They are funny (1%)

15% of Hispanics tuned in because telenovelas are broadcast in their native language. 12% of respondents specifically said they watched because the show was in their native language.

3% watched so they could learn or practice Spanish.

11% of Hispanics said they watched simply because they like them. More than twice as many women as men gave this as a reason for watching (14% vs. 5% men).

One in ten Hispanics (10%) tuned in to see the actors and actresses in the Spanish soap operas. This reason was given by considerably more Puerto Rican born Hispanics (19%) than those originating from either Mexico (4%) or Cuba (11%).

Other reasons given for watching telenovelas are: To watch with family and friends (7%) More highly educated Hispanics are driving this reason (19% compared to 7% with a high school education or less and none with only some college education).

Significantly more Hispanics born in the US also cited this reason (14% vs. 4% foreign-born).

Something to do / to pass time (4%)
Location of filming (3%)
Culture related reasons (2%)

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