The following provides a side-by-side comparison of Hispanics' content preferences and Non-Hispanics' content preferences. Observations follow each chart:
Print Media:
Hispanic Rank Non-Hispanic
People |
People |
Better Homes and Gardens |
AARP The Magazine |
Reader's Digest |
Better Homes and Gardens |
AARP The Magazine |
Reader's Digest |
National Geographic |
USA TODAY |
USA TODAY |
Good Housekeeping |
Sports Illustrated |
Parade |
Good Housekeeping |
Family Circle |
Entertainment Weekly |
National Geographic |
Cosmopolitan |
Sports Illustrated |
Source: Monroe Mendelsohn Research PRESS 2006 Survey
* Tinted brands are tied and received same overall rating as previous brand
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Among print publications, Better Homes and Gardens, Reader's Digest, National Geographic, Sports Illustrated, Entertainment Weekly and Cosmopolitan are more popular among Hispanics than among non-Hispanics.
General Websites:
Hispanic Rank Non-Hispanic
Weather.com |
Weather.com |
CNN.com |
ESPN.com |
ESPN.com |
CNN.com |
Yahoo! Sports |
MSNBC.com |
MSNBC.com |
ABCNEWS.com |
ABCNEWS.com |
Yahoo! Sports |
Yahoo! Health |
MSN Games |
Yahoo! TV coverage |
Yahoo! Health |
MSN Games |
Yahoo! TV coverage |
CNET.com |
CBS.Sportsline.com |
Source: Monroe Mendelsohn Research PRESS 2006 Survey
* Tinted brands are tied and received same overall rating as previous brand
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Among websites, both groups share the most frequented, Weather.com. The second most-visited websites among Hispanics are CNN.com and ESPN.com. and are tied in terms of traffic generated. As the chart indicates, ESPN's website is equally popular among Hispanics and non-Hispanics, while CNN's website is more popular among non-Hispanics.
Cable TV:
Hispanic Rank Non-Hispanic
The Discovery Channel |
The Discovery Channel |
Fox News Channel |
The Weather Channel |
The History Channel |
The History Channel |
CNN |
Fox News Channel |
A&E Network |
A&E Network |
Animal Planet |
ESPN |
Comedy Central |
CNN |
The Weather Channel |
USA |
ESPN |
TBS |
USA |
Comedy Central |
Source: Monroe Mendelsohn Research PRESS 2006 Survey
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Fox News and CNN are more popular among Hispanics than non-Hispanics, while the Weather Channel and ESPN are more popular among non-Hispanics. While most of the other favorite channels seem to be shared by both groups in varying order, it is notable that Animal Planet achieved a middle ranking among Hispanics, but did not even rank among non-Hispanics.
Trends:
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Across all three platforms, both Hispanics and non-Hispanics share the most-frequented properties, indicating more similarity in primary interests among the groups than difference.
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Given the higher Hispanic ranking of National Geographic and the appearance of Animal Planet in the Hispanic rankings (vs. the absence of A.P. in the Non-Hispanic rankings) we can conclude that Hispanics harbor a more deep-seated interest in the natural world/animal life than non-Hispanics.