Univision Unveils Consumer Research On The Who, Why & How Spanish Language TV.

Univision Communications Inc. announced the results of a quantitative study by Nielsen Media Research on the motivations, behaviors, and attitudes of U.S. Hispanics and how they relate to Spanish-language television. The study was designed based on findings from in-depth qualitative research conducted by Mad Logic, of Mad Dogs Enterprises.

The Mad Logic findings showed that Hispanic-American consumers of all ages are increasingly proud of their language, heritage and culture and that Spanish-language media plays an important role in maintaining Hispanic culture.

The Nielsen Media Research study corroborated and quantified the findings from Mad Logic. It found that while the majority of Hispanics can watch both Spanish-language and English-language television, they overwhelmingly spend their time watching Spanish-language television. In fact, the top 72 shows in Hispanic homes are all in Spanish. Moreover, viewers far more frequently obtained purchase information from commercials on Spanish-language television, as compared to non-Hispanic viewers watching advertisements on English-language television.

“We were excited that the Univision 2003 research program provided a wide-ranging analysis of the Spanish speaking audience, including their attitudes toward and usage of television as well as reaction to advertisements,” said Beth Corbett, vice president in charge of New Media Services for Nielsen Media Research. “The results provide some key benchmark measurements that have expanded our understanding of Hispanic viewers.”

“Participants in our focus groups confirmed that they not only prefer to speak Spanish in many instances, but that they also consider language to be an important part of their identity and a connection to family, roots and community,” said Robin Hafitz, CEO of Mad Logic. “The Hispanics in the group overwhelmingly described the important role Spanish-language TV plays in their lives.”

“The Nielsen study and Mad Logic focus groups both confirmed that advertising to Hispanics in Spanish is more effective than in English due to the trust and respect communicated through the Spanish language,” said Tom McGarrity, Co-President, Network Sales, Univision Communications Inc. “Regardless of age, participants described Spanish-language television as offering more feeling, more heart, and more energy (“mas sentimiento”) than English-language television.”

Dennis McCauley, Co-President, Univision Network Sales, added, “This in-depth research provides corporate America with a more complete understanding of the dynamic U.S. Hispanic population and this community’s unique connection to Spanish-language television. It gives current and potential advertisers the added insight they need to better target this consumer.”

Key Facts *

The use of Spanish is growing

Between 1990 and 2000, the number of Hispanics who speak Spanish grew 61%, while the Hispanic population grew 58%

– 84% of Hispanics speak some Spanish at home
– 58% of Hispanics prefer speaking Spanish at home

Spanish-language TV audiences continue to grow

– Over the past 10 years, adult audiences age 18-49 watching primetime Spanish-language television grew 107%
– Over the past 10 years, young audiences ages 18-34 watching primetime Spanish-language television grew 96%
– Over the past 10 years, teen audiences ages 12-17 watching primetime Spanish-language television grew 66%

Hispanics are more likely to watch Spanish commercials

– 36% of Hispanics watching Spanish-language television watch the entire commercial
– 17% of Hispanics watching English-language television watch the entire commercial
– 10% of Non-Hispanics watching English-language television watch the entire commercial

Hispanics rely on Spanish commercials for purchase information

– 52% of Hispanic viewers frequently get information for making purchase decisions from commercials on Spanish-language television
– 17% of Hispanic viewers frequently get information for making purchase decisions from commercials on English-language television
– 7% of Non-Hispanic viewers frequently get information for making purchase decisions from commercials on English-language television

Case studies prove Spanish ads increase awareness and drive purchases

– 84% of Spanish-language television viewers are more likely to buy a product advertised on Spanish-language television

*Sources: US Census; Nielsen Media Research Recontact Studies; NTI, NHTI audience estimates.