Page 20 - HMC 2021 HISPANIC MARKET GUIDE
P. 20

  Television Distribution Status
% of TV Households
Traditional Cable vMVPD Over-the-Air Broadband-Only
Total
Oct 2020
Black
Oct 2020
Hispanic
Oct 2020
Asian
Oct 2020
White
Oct 2020
 Oct 2019
Oct 2019
Oct 2019
Oct 2019
60.4%
Oct 2019
           71.3%
68.3%
68.5%
66.2%
63.4%
59.1%
56.1%
72.9%
           53%
7.9%
5.4%
6.8%
4.9%
6.4%
8.3%
8.9%
5.9%
           13.5%
13.5%
18%
17.9%
21.5%
22.6%
13.5%
14%
11.9%
           9.5%
10.4%
8.1%
9.1%
10.2%
11.9%
17.9%
21%
9.2%
            Total Multichannel
77.1%
76.2%
73.9%
Note: Traditional Cable, vMVPD, Over-the-Air, and Broadband Only breaks are mutually exclusive. Total Multichannel is the sum of Traditional Cable and vMVPD. 10% of homes that subscribe to a vMVPD also subscribe to a traditional cable service, 20% are over-the-air, and 65% are broadband only households.
Source: Nielsen Total Audience Report, September 2020
70% 8.1% 12% 9.8%
Index
100
117
83
76
74
85
74
72
106
82
70
84
99
397
388
210
55
75
168
148
62
50
57
132
123
84
80
Types of TV Programs Watched by Hispanics
Base Total
Movies
Comedies
Documentaries
Local news—evening
Sports
Local news—morning
Dramas
Mystery/suspense/crime
Food/cooking shows
Local news—late
Kids shows
Game shows
Science fiction
National/network news
Novelas
Court shows
Late night talk
Reality—talent
Reality—adventure
Daytime talk shows
International
Reality—dating
Religious
Daytime soap operas
Target % Index
100% 100
69% 104
57% 98
41% 99
40% 103
38% 94
35% 103
33% 83
32% 86
32% 94
30% 146
22% 150
22% 86
21% 95
19% 82
17% 364
13% 94
13% 99
12% 98
11% 84
11% 103
10% 137
8% 98
8% 103
4% 81
Sports Watched on TV by Hispanics
Base Total
None
Super Bowl
Sunday Night Football
NFL playoffs
World Series
Monday Night Football
Thursday Night Football
NBA Finals
Olympics
Regular season NFL (excl. home teams & Sun/Mon/Thurs Night Football)
MLB playoffs
NBA playoffs
Mexican League
Mexican Soccer National Team
European soccer
NCAA Men’s Tournament
Figure skating
Pro boxing
U.S. Soccer National Team
Stanley Cup playoffs
PGA TOUR (men's golf)
Horse racing
WWE (pro wrestling)
Ultimate Fighting Championship (UFC)
Men’s tennis (ATP)
Women’s tennis (WTA)
Target %
100%
38.3%
36.6%
25.2%
24.0%
22.2%
21.0%
19.8%
19.1%
19.0%
17.2%
16.4%
15.6%
9.6%
9.2%
8.1%
8.0%
7.9%
7.9%
6.7%
6.3%
6.0%
5.7%
5.3%
5.2%
5.0%
4.5%
73%
68.3%
65.5%
68.7%
65%
78.8%
78.1%
                                                              © Scarborough 2020 Market/Release: Hispanic DST Multi-Market 2020 Release 1 Total (Jan 2019–May 2020)
    While it may not be surprising Hispanics over index on novelas (soap operas), they are avid movie viewers and watch more kid shows and late local news as compared to the general population.
Market/Release: Scarborough USA+ 2020 Release 1 Revised 09-21-2020 Total (Jan 2019–May 2020)
 Soccer and Mexican leagues reign king, but Hispanics also over index on boxing, pro wrestling and UFC.
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HMC 2021 HISPANIC MARKETING COUNCIL
  
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