Variety Latino measures Hispanics’ emotional connection to Latino celebrities via nationwide survey
Variety Latino, launched last March through a partnership between Univision Communications, Inc. and Variety Media LLC, a subsidiary of Penske Media Corporation– has conducted a first-ever nationwide survey to measure the brand power, appeal and influence of today’s top Latino film and television actors based on U.S. Hispanics’ emotional connection to them. Reflecting the survey’s findings, Variety Latino has ranked the celebrities in a list titled “Power of Latinos: 20 Most Influential Stars,” now available on VarietyLatino.com as part of their Hispanic Heritage Month special content.
Variety Latino commissioned celebrity branding authority Jeetendr Sehdev to survey a random sampling of Hispanic men and women, in both Spanish and English, across a wide range of U.S. cities, incomes, acculturation levels and age groups. Aimed at ranking the overall appeal and influence of Hispanic stars among members of their own community, the survey measured parameters such as perceived authenticity, accessibility, relatability, likability, grace, style, humor, community involvement and activism, and social media popularity.
Among its findings, the survey revealed that 78 percent of people surveyed agree that Latino celebrities who have crossed over into Hollywood from Spanish-language media are good role models for the community, and that 83 percent agree that humor permits a heightened emotional connection and increases engagement with the celebrity—which could explain why Sofia Vergara and Mexican comedian Eugenio Derbez are both ranked No.1 on the list of the 20 Most Influential Stars.
Since its launch in March 2014, the Variety Latino digital destination has experienced sustained growth, recently surpassing 1.5 million monthly unique visitors.
“The enormous –and practically instant– success of the Variety Latino brand has been extremely gratifying and exciting, driving us to continue moving the needle in the industry to provide the Hispanic audiences with the most comprehensive, reliable, up-to-the-minute inside information on the world of entertainment,” said Angie Romero, Editor, Variety Latino. “This landmark ranking of today’s biggest Latino stars as seen through the eyes of the U.S. Hispanic community is just one more example of the kind of exclusive, fascinating content that is making Variety Latino the nation’s most popular digital destination for Spanish-language entertainment news.”
Beyond its home at VarietyLatino.com, Variety Latino features a Hollywood-themed segment on Univision Network’s top-rated news magazine “Primer Impacto,” and biweekly syndicated segments on Univision’s national affiliates. Additionally, Variety Latino is developing weekly original English-language video programming in conjunction with Fusion, a joint venture between Univision and Disney/ABC Television Network.