U.S. HISPANIC
Spanish-dominant Hispanics are most satisfied with multicultural representation on TV
15 de junio de 2012
Spanish dominant Hispanics in the US are most satisfied in respect to their representation within the media, according to a study done by Horowitz Associates that surveyed white, black, Hispanic and Asian consumers. This could be attributed to the certain networks that the Hispanic networks watch. Entitled State of Cable and Digital Media: Multicultural Edition, the study also found that Hispanics that watch more content in English dont feel as well represented in the media. About 35% said that Hispanics arent represented accurately and 29% responded that the media doesnt present the amount of Hispanics.”Multicultural audiences have always been the best customers for television and entertainment. Tokenism and stereotypical representation of ethnicities in the media will not pass muster among this new general market for media” said Adriana Waterston, Horowitz’s VP of Marketing and Business Development. “Our findings, particularly the dramatic differences between key segments of the Hispanic market, help underscore the value viewers place in seeing themselves represented in the stories, voices, and faces they watch on TV”.
