( op-ed via MediaLifeMagazine)

When you hear people talk about Hispanic TV, you probably think instinctively of Univision or Telemundo, the two big Spanish-language broadcast networks. But the truth is Hispanics watch a much broader range of television, especially second- and third-generation Hispanics, who were born in this country and have very different cultural experiences than their elders.

A new study in The Journal of Cultural Marketing Strategy examines the differences between first-, second- and third-generation viewing patterns. Its findings: Spanish-language programming is not always the most effective way to reach Hispanics. Simply put, there are marked variances in their viewing patterns, and it has as much to do with generational and cultural differences as it does linguistic ones.

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