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2018 Hispanic TV Upfront Guide Presented by HispanicAd.com
Foreign-born Latinos will continue to be key to TV news organizations.
They tend to be older than U.S.-born Latinos, Pew notes, and they continue to rely heavily on TV for news.
In 2016, Pew research shows, 85% of foreign-born Latinos said that on a typical weekday they got their news from TV, the group’s most widely used news source. Meanwhile, two-thirds (67%) of foreign-born Latinos said they use the internet for news, a share that has increased sharply since 2006, when only 25% said so.
López and Flores conclude:
The landscape of news outlets has changed over the past decade as the news habits of Hispanics have shifted. Univision and Telemundo, the two largest Spanish-language television networks in the U.S., have had viewership declines in their most popular news programs. In addition, several news outlets that targeted Hispanics as a primary audience, often in English, have either
closed or been folded into larger news organizations, including CNN Latino, NBC Latino, Fox News Latino and VOXXI.
However, with the investments seen from Telemundo and continued consumption of Univision’s news products, the declines can be stopped. How each network is seeking to accomplish this will be key to their future — and to marketers seeking to grow their brands.
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