Page 23 - CMC 2019 HISPANIC MARKET GUIDE

African Americans
are spending the most time across platforms with just under
42 minutes
Hispanics
are the most avid radio listeners overall, and their usage peaks at 3:00 p.m., narrowly edging out
12:00 p.m., and 2:00 p.m. with
7 minutes 10 seconds.
Asian Americans
TV-connected devices
are most heavily used by Asian Americans at 9:00 p.m. at
4 minutes 9 seconds.
or 70% of the available time
during that hour. While overall
time is at its apex at 9:00 p.m., the
most live+time-shifted TV is being watched by African Americans at
10:00 p.m. with 23 minutes 51 seconds.
Copyright © Nielsen Total Audience Report—Q2 2018
Digital usage is also very similar across all groups, but the highest usage is at 4:00 p.m. by African Americans with 12 minutes 43 seconds.
Hispanic Television Preferences
TV programs - type typically watch TV programs - type typically watch
1 Novelas
2 Kids shows
3 Local news - late
4 Religious
5 Movies
6 Documentaries
7 Late night talk
8 Local news - evening
9 Local news - morning
10 Comedies
11 Food/cooking shows
12 Court shows 22%
89% 13 36% 14 34% 15 25% 16 25% 17 24% 18 24% 19 24% 20 24% 21 23% 22 23% 23
Daytime talk shows 22% Sports 22% Science fiction 22% Reality - talent 22% Reality - dating 21% Game shows 20% Mystery/suspense/crime 20% Dramas 20% Reality - adventure 19% National/network news 19% Daytime soap operas 19%
Copyright © Scarborough 2018 “Market/Release: Hispanic DST Multi-Market 2018 Release 1 Total (Dec 2016 - May 2018)”
CMC 2019 HISPANIC MARKET GUIDE
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