Survey: Hispanics Express 'Concerns' With English-Language Radio
August 12, 2010 at 4:26 AM (PT)
An ASSOCIATED PRESS-UNIVISION survey shows strength for Spanish-language radio and TV -- even among many who generally speak English. The poll found many listeners "turn frequently to Spanish-language TV and radio, drawn by a cultural connection and some concerns that English-language media portray them negatively."
Approximately 40% of Hispanics who spoke mostly English spent "several hours" each day checking out Spanish-language media, found the survey. Predominantly English-language speakers tend to use English-language media for major breaking news and information on purchases.
One of the poll's insights was that 35% felt English-language media "portray Hispanics mostly in a negative way." That is nearly three times the percentage who say the portrayals are mostly positive. However, the poll -- also sponsored by NIELSEN and STAMFORD UNIVERSITY -- also shows that 50% said that English-language media is neutral.
"The UNIVISION-AP Poll on Media Consumption confirms that Hispanics who speak English and Spanish continue to choose Spanish-language TV and radio for culturally relevant content they can’t get anywhere else," said UNIVISION EVP/Audience Measurement Innovation and Analytics CERIL SHAGRIN. "Today’s findings reaffirm that Spanish-language media reaches 80% of all Hispanics in the U.S."