Hispanics & African Americans Avid Local Late News Viewers.

Hispanic and African-American consumers avidly watch the late local news on TV, according to a recent analysis by Scarborough Research. Hispanic consumers are 26 percent more likely than all consumers nationally to cite late local news as a program they “typically watch.” African-American consumers are 21 percent more likely to do so. Collectively, about one-third of all Hispanics and African-Americans “typically” tune in to the late local news.

“There are several reasons why multicultural consumers are more likely to be tuning into late local newscasts,” said Cheryl Greenblatt, senior vice president of broadcast television services, Scarborough Research. “In the case of African-Americans, Scarborough data demonstrates that these consumers in general watch more television on average than the total market. Therefore, it makes sense that late local news would be one of the programs they eagerly tune into.”

“U.S. Hispanics tend to be younger than the general market, as are viewers of late-night television,” Ms. Greenblatt continued. “This is one reason why Hispanic consumers are more likely to tune into late local news broadcasts.”

The analysis also had good news for car dealers and auto manufacturers. African-Americans and Hispanics who regularly view the late local news are more likely than the average consumer to plan to buy or lease certain types of vehicles in the next year. For instance, Hispanics who typically watch the late local news are 16 percent more likely than the average American to live in a household that is planning to buy or lease a new luxury vehicle within the next 12 months. Also, they are 48 percent more likely to live in a household that is planning to buy or lease a new van or mini-van in the next year.

African-Americans who usually watch the late local news are 86 percent more likely than the typical U.S. consumer to live in a household that is planning to purchase or lease a full-size car in the next 12 months. They are also 60 percent more likely than the norm to reside in a household that is planning to buy or lease a new SUV in the next year.

Wireless services also emerged as a popular buying category among multicultural fans of the late local news. Hispanic late-news enthusiasts who subscribe to wireless services spent an average of $67 on their cellular bills last month, versus the national average of $59. In total, Hispanics who watch late local news spent more than $353 million on their cell phone bills during the last 30 days. African-American late-news viewers are 26 percent more likely to have spent $150 or more on their wireless services in the last thirty days. At $64, their monthly cellular bills are higher than the national average as well.

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