Univision-AP Poll: HISPANICS AND MEDIA CONSUMPTION
July 12, 2010
The findings of the Univision-AP Poll relating to Hispanics and Media Consumption show that overall all U.S. Hispanics, including English-dominant Latinos, spend time each day with Spanish-language media.
According to the poll:
– Ninety-percent of Spanish-dominant Hispanics watch some Spanish-language TV and 75 percent listen to Spanish-language radio each day.
– Among English-dominant Hispanics, nearly 4 in 10 said they consume either Spanish-language television or radio.
“The Univision-AP Poll on Media Consumption confirms that Hispanics who speak English and Spanish continue to choose Spanish-language TV and radio for culturally relevant content they can’t get anywhere else,” said Ceril Shagrin, executive vice president, Audience Measurement Innovation and Analytics for Univision Communications Inc. “Today’s findings reaffirm that Spanish-language media reaches 80 percent of all Hispanics in the U.S.”
On the interactive front, 57 percent of Spanish-dominant Hispanics have Internet access at home, of which 90 percent access Spanish-language sites.
The survey also found that English-speaking Hispanics are somewhat skeptical of English-language news and programs. Nearly 35 percent said English media portrayed Hispanics mostly in a negative way, nearly three times more than those who said it was mostly positive, and 50 percent said English media was neutral.
