TV Viewing in Multi-Lingual Households
Advertisers who think that they can reach second- and third-generation Latinos who grew up in the U.S. across English-speaking networks are finding themselves to be sorely mistaken. Recent research into the viewership trends of multi-lingual homes has shown that in those households where Spanish is still the primary language, 78 percent of the TV viewed there is in Spanish. Those were both English and Spanish is spoken still find that over half of TV viewing is done in their native language.
It’s estimated that by 2050, over 30 percent of the U.S. population will be Latino. Given these projections, it seems highly likely that the impact UNIVISION and TELEMUNDO have on the American market will only increase.