For Latinos, TV Viewing Is Family Affair

A new study unveiled by Spanish-language network Telemundo during Advertising Week indicates that 90% of Latinos pinpoint family as the core to their identity, while nearly that many (81%) said Spanish-language TV helps viewers stay connected to their culture while preserving the language. For Latinos, TV viewing is still a family affair. Some 70% of respondents said they watch television with their children, an indication that “Latino families believe they benefit greatly from family members’ interdependence,” stated Doug Darfield, executive vice president of research and insights, Telemundo Media. “This interdependence plays a powerful role in individuals’ purchase decisions and encourages the maintenance and preservation of traditions and behaviors.”