The Latin Post reviews a new study co-authored by MAGNA GLOBAL and the Center for Multicultural Science that challenges the notion that the most effective ways to reach U.S. Latino audiences is through Spanish-language programs. Published in the Journal of Cultural Marketing Strategy on October 19, the report is the first to examine media behaviors across three generations of U.S. Latinos.
Companies and marketers have been actively assessing how to effectively target the U.S. Latino population, and the report gave answers to questions, finding that influence requires more than language. Instead, it demands cultural understanding and acknowledging the nuances of the population. According to the report, Univision and Telemundo are the top two most watched television networks by first-generation Latinos. However, Univision has been ranked #5 among second-generation U.S. Latinos, and the top five most watched networks among third-generation are all English-language networks.
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