Connecting through content
Hispanic audiences over-index in specific genres: conversation and talk programs at 2.4 times the total U.S. share of broadcast viewing, participation variety at twice and general variety well above it, while news takes a smaller share of their cable time.
Where Hispanic audiences watch is as distinctive as how much. On broadcast, conversation and talk programs take 6.1% of Hispanic viewing time against 2.5% for the total U.S., participation variety 8.4% against 4.2%, and general variety 9.5% against 5.5%. General drama tracks the national baseline almost exactly.
Cable shows the same pattern from another angle: news holds 16.5% of Hispanic cable viewing versus 22.7% nationally, leaving more room for sports events (12.2% versus 8.6%), sports commentary (4.6% versus 3.3%) and feature films (15.4% versus 14.0%).
The strategic point the guide draws is that genre strategy, not just language strategy, is how brands meet this audience. Buying the same mix as the general market and translating the creative misses where the attention actually concentrates.
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