According to the results of the recent GfK NOP Hispanic Media and Entertainment study, Hispanic Americans are two to three times more likely than the general population to turn to television as their primary source for entertainment-related information. 64% said they rely on television to learn about new movies coming to theaters, and 48% said they turn to TV to learn about upcoming concerts and sporting events, says The Center for Media Research.

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The study also found that Hispanic Americans are much more likely than the general population to rely on television for information about travel and entertainment, and that they prefer to watch news magazines and sitcoms over other primetime television formats.

Asked what they considered to be the best source of information on a variety of leisure activities, the majority of Hispanic Americans cited television as their preferred media source. The survey of 500 Hispanic Americans, 18 and over, that turn to television when planning these activities as compared to other Americans:

New Movies Coming to the Theater

Hispanic Americans 64%

General Population 34%

Planning a Trip or Vacation

Hispanic Americans 30%

General Population 10%

Attending Concerts or Sporting Events

Hispanic Americans 48%

General Population 16%

Source: GfK NOP OmniTel Survey, August 2005

Though the TV viewing patterns of Hispanics are generally very similar to the general population, but there are some exceptions to note. Specifically, comedies/sitcoms were consistently high between both groups, and reality shows were consistently low. But, a little more than half of Hispanic Americans regularly tune in to view primetime TV dramas, compared to 64% of the general population.

Hispanic Americans who regularly or occasionally watch a particular program format versus the general population:

News Magazines

Hispanic Americans 65%

General Population 57%

Sitcoms or Comedies

Hispanic Americans 64%

General Population 67%

Dramas

Hispanic Americans 54%

General Population 64%

Reality Shows

Hispanic Americans 37%

General Population 37%

Source: GfK NOP OmniTel Survey, August 2005