Measuring Hispanic TV Engagement

Sep 2, 2007  •  Post A Comment

About one in eight Americans is of Hispanic heritage. There has been growing advertiser interest in understanding the media and marketing habits of this key segment of our population.
Of course “Hispanic American” covers a wide spectrum. Homogeneity among the various segments is an illusion; even the primary language spoken by the 40 million-plus Hispanic Americans differs in a number of ways.
IAG Research has been measuring and analyzing viewer response to English-language programming for six years, with respondents who are of Hispanic heritage an integral part of our database. We have collected literally millions of surveys from Hispanic Americans, adding several hundred more daily.
Since our surveys have historically been in English, it is fair to assume that Hispanic American panelists who participate are either English-dominant or bilingual.
The data presented in the accompanying table (at right) focuses on the program engagement scores for broadcast network prime-time TV series among Hispanic Americans who have taken our English-language surveys.
Program engagement scores are enjoying increasing application by marketers since six years of study have shown program engagement is strongly linked to ad recall. A creative execution in a program with a higher engagement score enjoys higher recall than when airing in a show with weaker engagement.
This analysis spans season-to-date information for all regular non-sports series airing in prime time on the five broadcast networks. Only series scheduled to return for the 2007-08 season were included. The program capturing the highest program engagement score, one per broadcast network, appears below.
Talk about diversity — these engagement winners include a comedy, three dramas and a reality series.


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