Local Broadcast TV Influences Hispanic Audiences

The 2022 GfK TVB Video Media and Usage Study, found that Hispanics have more digital access to live TV and local news than the average adult. Eighty-two percent of Hispanic adults 18+ are able to stream live programming and sports from broadcast channels on their devices (smartphone, tablet, PC) through an app from their cable or virtual streaming provider. That’s higher than all adults 18+ (69%). In addition, 59% of Hispanic adults 18+ have a broadcast TV station news app on at least one TV versus 36% of adults 18+.

At home or on the move, Hispanic audiences have access to all the latest content from their their local broadcast stations, and local broadcast news influences their lives. The 2022 Engagement Labs TVB American Conversation Study examined the impact of different media platforms on word of mouth. Which platform affected conversations most, by sparking a conversation or being referenced in a conversation? Television! Forty-two percent of Hispanic adults cited TV as influencing their news of the day information, beating online content (27%), print (23%), social media (21%) and radio (17%). That gap grew even wider with local/regional news and politics. For local/regional news, television garnered 49% in influence, compared to social media (29%), online content, print (each with 23%) and radio (14%), while with politics, television’s 47% influence easily beat social media (32%), print (26%), online content (19%) and radio (9%).