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BBDO REPORT FINDS SIGNIFICANT DIFFERENCES BETWEEN HISPANIC AND GENERAL AUDIENCE TV VIEWING PREFERENCES

 /ADVANCE/ NEW YORK /PRNewswire/ -- BBDO today (Sept. 6) released a "Special Report on Hispanic Television Viewing," which finds significant differences between the prime time television preferences of Hispanics and those of total U.S. households. The advertising agency, which is the world's third largest with 1992 billings of $5.63 billion, undertook the study in response to the increased importance of Hispanic Americans as a U.S. consumer market. With a growing population of 25 million and purchasing power of $190 billion, Hispanics constitute a large, young and dynamic consumer market with a growth rate that is five times that of the total U.S. population.
 According to Doug Alligood, BBDO's vice president of special markets, "The U.S. Hispanic audience represents one of the last untapped frontiers for the television industry, and they present the networks with a challenge. This explains why cable networks such as HBO, MTV, Prime Ticket, TNT and the Cartoon network have recently begun to pursue this market with Spanish language offerings. We see our study as an important step on a path networks and marketers are taking to understand what approach works best in this market, what language to use, and how the message should be delivered."
 BBDO's study found that only one of the top 10 and eight of the top 20 shows in Hispanic households are among the most popular with total viewers. "The Simpsons" leads all prime time shows in Hispanic household ratings, followed by "Martin," "Beverly Hills 90210," "Roseanne," and "In Living Color" (First Season). Other key findings in the report include: ABC and Fox have the highest number of shows ranked in the Hispanic household top 20; CBS, the number one network among total U.S. TV households, has none; and only three prime time shows feature Hispanic performers in key roles. However, an indicator of the limited overall appeal of prime time television to Hispanics can be seen in Hispanic household ratings which are 38 percent below those for total households.
 The findings in BBDO's report on "Hispanic Television Viewing" are based on an analysis of the Nielsen Hispanic Television Index for the second half of the 1992/93 television season. The agency has conducted a study of black television viewing since 1985. This is the first Hispanic study undertaken by BBDO.
 Hispanic Household Viewing
 The Hispanic viewing trend during prime time hours reveals that only one of the top 10 and eight of the top 20 most popular shows in Hispanic households were common to total household viewing. The shows that have been the most successful "cross-overs" are "Roseanne," "Fresh Prince of Bel Air," "NFL Monday Night Football," "Hangin' With Mr. Cooper," "ABC's Sunday Night Movie," "Home Improvement" and "Coach."
 The greatest disparities in Hispanic versus total household viewing preferences are represented by "Martin" (second in Hispanic households, 38th in total households), "In Living Color" First Season (fifth versus 74th), "Married...With Children (seventh versus 41st), "In Living Color" (ninth versus 47th), "Dinosaurs" (13th versus 59th), "Melrose Place" (15th versus 92nd), and "Cops 2" (20th versus 64th).
 Shows ranking among the top 20 in total households that are not included in Hispanic households include: "60 Minutes" (first in total households, 46th in Hispanic households), "Murder, She Wrote" (fifth versus 107th), "Seinfeld" (sixth versus 54th), "Murphy Brown" (seventh versus 76th), "Northern Exposure" (14th versus 80th), and "Evening Shade" (18th versus 80th).
 Few Hispanic Stars
 It is the lack of Hispanic stars that contributes to the large disparity between the total household and Hispanic viewer preferences. Only four Hispanic performers appeared in starring roles during the 1992-93 television season, offering Hispanic TV viewers limited programs to identify with culturally.
 "With the networks offering little in the way of Hispanic lifestyles and culture, Hispanics turn to shows like "The Simpsons" where ethnicity doesn't play a factor and viewers don't necessarily see blue-haired cartoon characters as being any one particular race," commented Alligood.
 Those programs that did feature Hispanics in starring roles included Aida Mares on "Nurses," A Martinez on "L.A. Law," and Cheech Marin and Ricardo Montalban on "Golden Palace." Yet, despite the appearance of the Hispanic performers, none of these shows were especially popular with Hispanic households. "Nurses" ranked highest at 70th, "L.A. Law" was 82nd and "Golden Palace" ranked 107th.
 ABC and Fox are Network Winners
 As reported by BBDO, ABC and the Fox network have proven themselves the most successful at appealing to Hispanic viewers. Ranked among the Hispanic household top 20, ABC has 10 of the top 20 programs. Their lineup includes "Roseanne," "NFL Monday Night Football," "Full House," "Step by Step," "Dinosaurs," "Hangin' With Mr. Cooper," "Family Matters," "Sunday Night Movie," "Home Improvement" and "Coach." The Fox Network is close behind with eight of the top 20 shows, including the top three: "The Simpsons," "Martin" and "Beverly Hills 90210." Lagging behind, NBC has only two shows in the top 20 ranking, while CBS, the number one network among total household viewers, has none.
 -0- 9/6/93
 /CONTACT: Nancy Tamosaitis of BBDO, 212-459-5950/


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Date:Aug 31, 1993
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