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
- 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
- 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
- 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:
- 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.
- 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.