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May 9, 2013

5 Research Insights on US Hispanics’ Media Consumption

Ahead of ESPN Deportes’ upfront next week, researchers from the network presented research on US Hispanics’ media consumption and sports fandom. Here is a collection of insights gleaned from the presentation.
 
*The majority of US Hispanics are reached weekly via television and at least one other platform (60% of total reach), signifying multiplatform usage. 
 
*US Hispanics are more likely than the overall public to use mobile platforms for social games and activities.
 
*The most popular sports for US Hispanics—both bilingual and solely Spanish-speaking—are soccer (17% of their time spent), followed by NFL, NBA and wrestling. However, those that are solely Spanish-speaking spend 35% of their time watching soccer.
 
*From an advertising perspective, US Hispanics are “word-of-mouth” leaders, said Heather Coghill, manager of research at ESPN Deportes. According to a Keller-Fay study, they communicate with an average of 16 people regularly and have 91 brand conversations per week. That’s 32% more than the total public.
 
*According to network research, when advertisements were watched on both ESPN and ESPN Deportes, viewers were 63% more likely to make a purchase.







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