May 9, 2013
5 Research Insights on US Hispanics’ Media Consumption
By Kaylee Hultgren
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.