Media & Reaching Northwest Hispanics

When considering where to shop, Hispanic families make their general decisions as follows:
1.)        “They know what I want and they usually have it”
2.)        “I feel welcome and I see other Latinos shopping here”
3.)        “They have fair or best prices”
4.)        “They have Spanish speakers to help me here”
5.)          “Their location/ hours are convenient for me”

About 70% of Hispanic families find advertising in Spanish “most comprehensible”. Within this group, bilingual or not, Spanish ads are about 56% more effective.

Advertising Impact on Fully Bilingual Hispanic Adults

Message Comprehension . . . . . . . . . . . . . . . .56% Higher in Spanish
Message Recall . . . . . . . . . . . . . . . . . . . . . . . 58% Higher in Spanish
Awareness Levels . . . . . . . . . . . . . . . . . . . . . 40% Higher in Spanish
Most Persuasive . . . . . . . . . . . . . . . . . . . . . . 50% Higher in Spanish

Permanent resident Hispanics of all ages spend time with Spanish media mostly as a cultural choice. Migrant Hispanics and new immigrants rely on Spanish media because of language barriers. More than half of the children in resident Hispanic homes are bilingual and use both languages socially at home. However, the adults have a strong preference for Spanish in social situations and during important decision-making. Over 90% of the adults are more comfortable with Spanish in general and over 70% of fully bilingual adults continue to use Spanish in their home.

Northwest Hispanics clearly understand the need to know and use English, and most strive to learn the language as quickly as possible. Still, given the deep sense of culture and the vast availability of Spanish media, today’s Northwest Hispanics are maintaining the choice to retain, use, and enjoy their native language to a degree never before seen in the history of U.S. immigration.

The level of acculturation is the single most important factor in determining Hispanic media preference and use. About 1/3 of Northwest Hispanic adults are highly acculturated and there is much crossover between English and Spanish media forms. However, the vast majority, spends most of their media time with Spanish only media, where available.

Acculturation	Spanish TV	English TV	Spanish Radio	English Radio	Spanish Print	English Print
Highly/Fully	10%	25%	8%	21%	2%	18%
Biculturals	20%	21%	18%	12%	5%	9%
Partly	35%	15%	23%	4%	8%	6%
Unacculturated	35%	10%	25%	12%	8%	2%

Spanish television reaches across all levels of acculturation in the Hispanic market. Spanish dominant persons rely on it. Mid-acculturation viewers spend the most time with it, bicultural Hispanics enjoy it, and highly acculturated Hispanic persons visit it for Latino news, cultural events, and sports coverage.