I'm hardly an expert on latino viewing habits but I do know Spanish-
language tv continues to grow by leaps and bounds due to the lack of
decent programming on the networks.
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BBDO's Sixth Annual Report on Latino Network TV Viewing Charts Strong
Cross-Over Trend of Latino Viewing Preferences Toward Total U.S. Households
Eleven of the Top 20 Network Shows in Latino Households are
Among the Top 20 With Total U.S. Households
FOX has Seven of the Top 20 Shows, with NBC and ABC Continuing with a
Strong Showing, in Latino Households
NEW YORK, March 2 /PRNewswire/ -- BBDO's sixth annual Report on Latino
Viewing of Network TV charts a strong and continuing cross-over trend of
English-speaking Latino's favorite prime time TV shows mirroring those of
total U.S. households, with Seinfeld ranking as the #1 favorite show, and ER
ranking as the #2 favorite show for both groups.
For the second year in a row, when age group is factored in, the crossover
trend increases even more dramatically. Fifteen programs in the top 20 for
Latino viewers ages 12-17 are also in the top 20 for total viewers 12-17.
Latinos 50-plus also prefer 15 of the top 20 shows in tandem with total U.S.
households.
Doug Alligood, BBDO senior vice president and author of the study, said,
"The prime time network TV preferences of Latinos vary greatly by age group as
does the degree of crossover viewing. As a result, Latino teens have more in
common with total U.S. teens than they do with older Latinos."
The statistics in this report are based on Nielsen Hispanic Television
Index (NHTI) ratings and a special tabulation of the Nielsen Television Index
(NTI).
Other key findings from this year's study:
-- Seinfeld completed its network run as the number one prime time show in
Latino households. It was also the number one show in total U.S. households.
ER was second in both Latino and total households, up from third place in
1996-97.
-- The top 20 shows in Latino households averaged a rating of 11.2,
representing a 10% decline from the 12.4 registered during 1996-97. Total
household ratings for these shows were 12.4, down 8% from 1996-97.
Latino Household Viewing
The BBDO study finds Latino prime time viewing habits have become less
distinct from the habits of total viewers:
-- In 1997-98, the Latino household top 20 shows, combining all age
groups, share 12 cross-over programs, which compares to 13 in 1996-97 and
10 in 1995-96
-- The most successful crossover programs are: Seinfeld, ER, Monday Night
Football, Friends, Veronica's Closet, NFL Sunday Post-Game-National, X-Files
and NFL Monday Night Blast
Doug Alligood commented, "The crossover between Latino and total U.S.
viewers, up significantly from just four years ago in 1994-1995, has come
about with no apparent special effort by the networks to broaden their appeal
to Latino viewers."
Among the top 20 most popular network shows in Latino households only ER
includes Latino performers in major roles. Alligood said, "The presence of
a lead Latino actor in a network show is no guarantee that a show will draw
Latino viewers."
The greatest disparities in Latino versus total viewing preferences during
1997-98 are: Fox Tuesday Night Movie (19th vs. 96th), Beverly Hills 90210 (9th
vs., 46th), Clueless (8th vs. 51st), Sabrina, the Teenage Witch (20th vs.
61st) and Party of Five(9th vs. 50th).
Networks: FOX, NBC, ABC, CBS
FOX has seven of the top 20 shows in Latino households, up from five in
1996-97, with NFL Sunday Post-Game-National (6th), X-Files (7th), Beverly
Hills, 90210 (T9), Party of Five (T9), King of the Hill (T11),
Simpsons (13th), and Fox Tuesday Night Movie (19th).
ABC has six of the top 20, down from eight in 1996-97, including Monday
Night Football (3rd).
NBC, with five shows in the top 20 in Latino households, also has the
first and second place shows that span Latino and total households. They are
Seinfeld (1st) and ER (2nd).
CBS, after three years of not having a single show in the Latino top 20,
has two of the top 20 shows with CBS Sunday movie (14th), and Touched by an
Angel (T17).
Two networks, UPN and WB, have yet to make the list.
Charts of Top TV Shows follow. Full report available.
CHART 1: TOTAL LATINO HOUSEHOLDS
TOP 20 TELEVISION SHOWS
LATINO+ TOTAL U.S.
RANK RATING RANK RATING INDEX*
NBC Seinfeld 1 16.7 1 24.5 76
NBC ER 2 14.2 2 20.8 68
ABC NFL Monday Night Football 3 13.1 5 15.1 87
NBC Friends T4 12.6 3 16.5 76
NBC Veronica's Closet T4 12.6 4 16.2 78
FOX NFL Sunday Post-Game-National6 12.4 17 10.7 116
FOX X-Files 7 11.8 12 12.0 98
ABC NFL Monday Showcase 8 10.7 10 12.1 88
FOX Beverly Hills, 90210 T9 10.5 46 8.4 125
FOX Party of Five T9 10.5 50 8.3 127
FOX King of the Hill T11 10.3 23 9.9 104
NBC Union Square T11 10.3 7 13.7 75
FOX Simpsons 13 10.0 31 9.3 108
CBS CBS Sunday Movie 14 9.8 9 13.3 74
ABC ABC Sunday Night Movie T15 9.7 27 9.5 102
ABC Wonderful World of Disney T15 9.7 44 8.6 113
ABC Primetime Live T17 9.3 20 10.5 89
CBS Touched By An Angel T17 9.3 6 14.3 65
FOX Fox Tuesday Night Movie 19 9.1 96 6.2 147
ABC Sabrina-Teenage Witch 20 9.0 61 7.9 114
Average Top 20 Shows: -- 11.2 -- 12.4 90
+ Spanish Language TV programming not included. Rankings reflect
English/bilingual household ratings only.
* Latino rating divided by total U.S. rating to determine ratio of Latino
to total viewers.
T = Tie
Sources: NHTI 1997-98, NTI 1997-98
CHART 2: TOTAL U.S. HOUSEHOLDS
TOP 20 TELEVISION SHOWS
TOTAL U.S. LATINO+
RANK RATING RANK RATING INDEX*
NBC Seinfeld 1 24.5 1 18.7 76
NBC ER 2 20.8 2 14.2 68
NBC Friends 3 16.5 T4 12.6 76
NBC Veronica's Closet 4 16.2 T4 12.6 78
ABC NFL Monday Night Football 5 15.1 3 13.1 87
CBS Touched by an Angel 6 14.3 17 9.3 65
NBC Union Square T7 13.7 11 10.3 75
CBS 60 Minutes T7 13.7 51 6.7 49
CBS CBS Sunday Movie 9 13.3 14 9.8 74
ABC NFL Monday Showcase T1O 12.1 8 10.7 88
NBC Frasier T1O 12.1 T22 8.6 71
FOX X-Files 12 12.0 7 11.8 98
NBC Dateline NBC-Tue 13 11.5 T22 8.6 75
ABC Home Improvement T14 11.3 27 8.2 73
NBC Dateline NBC-Mon T14 11.3 29 8.1 72
ABC NYPD Blue 16 10.9 24 8.5 78
FOX NFL Sunday Post
Game-National 17 10.7 6 12.4 116
NBC Just Shoot Me T18 10.6 31 8.0 75
ABC Drew Carey T18 10.6 34 7.9 75
ABC Primetime Live 20 10.5 17 9.3 89
Average Top 20 Shows: -- 13.6 -- 10.5 77
+ Spanish Language TV programming not included. Rankings reflect
English/bilingual household ratings only.
* Latino rating divided by total U.S. rating to determine ratio of Latino
to total viewers.
T = Tie
Sources: NHTI 1997-98, NTI 1997-98
CHART 3: LOOKING BACK
TOP 20 SHOWS 1996-97 VS. 1997-98
1996-97 1997-98 PCT.
RANK RATING RANK RATING CHANGE
ABC NFL Monday Night Football 1 16.2 3 13.1 -19
NBC Seinfeld 2 16.0 1 18.7 +17
NBC ER 3 15.7 2 14.2 -10
NBC Friends 4 13.5 4 12.6 -7
NBC Naked Truth 5 12.8 70 6.0 -53
NBC Suddenly Susan 6 12.7 89 5.5 -57
ABC Home Improvement 7 12.4 27 8.2 -34
ABC Clueless T8 12.2 131 4.1 -66
ABC Sabrina-Teenage Witch T8 12.2 20 9.0 -26
NBC Single Guy T10 12.0 -- -- --
FOX X-Files T1O 12.0 7 11.8 -2
FOX Beverly Hills, 90210 12 11.7 9 10.5 -10
FOX FOX Tuesday Night Movie T13 11.5 19 9.1 -21
NBC NBC Monday Night
at the Movies T13 11.5 -- -- --
ABC Boy Meets World 15 11.4 27 8.2 --
FOX Married with Children 16 11.3 -- -- --
NBC Fired Up 17 11.1 91 5.4 -51
NBC NBC Sunday Night Movie 18 11.0 21 8.7 -21
ABC 20/20 19 10.9 25 8.3 -24
ABC ABC Sunday Night Movie T20 10.8 15 9.7 -10
ABC NYPD Blue T20 10.8 24 8.5 -22
Average Top 20 Shows: -- 12.4 -- 11.2* -10
Average All Primetime -- 7.6 -- 6.9 -9
+ Spanish Language TV programming not included. Rankings reflect
English/bilingual household ratings only.
* Average of full list of 1997-98 Top 20
T = Tie
Sources: NHTI 1996-97, 1997-98, NAD, 1996-97, NTI 1997-98
CHART 4: LATINO TEENS 12-17
TOP 20 TELEVISION SHOWS
LATINO+ TOTAL U.S.
RANK RATING RANK RATING INDEX*
NBC Seinfeld 1 10.7 1 13.0 82
WB Dawson's Creek 2 9.8 2 10.2 96
FOX King of the Hill 3 9.6 3 8.6 112
ABC Sabrina-Teenage Witch 4 8.5 8 8.0 106
WB 7th Heaven 5 8.4 20 6.1 138
FOX Simpsons 6 8.3 4 9.5 87
NBC Friends 7 7.7 6 8.4 92
WB 7th Heaven-9PM T8 7.6 17 6.3 121
ABC Boy Meets World T8 7.6 5 8.5 89
ABC Teen Angel 10 6.8 11 7.4 92
FOX Living Single 11 6.7 51 3.7 181
WB Sister, Sister-Wed 12 6.6 39 4.2 157
WB The Wayans Bros. 13 6.4 24 5.2 123
FOX Beverly Hills, 90210 14 6.3 14 6.9 91
FOX Party of Five T15 6.2 15 6.7 93
NBC Veronica's Closet T15 6.2 9 7.7 81
FOX FOX Tuesday Night Movie T17 6.1 28 4.8 127
WB The Steve Harvey Show T17 6.1 31 4.6 133
FOX X-Files T17 6.1 10 7.6 80
ABC Sabrina-Teenage Witch-8PM 20 6.0 16 6.4 94
Average Top 20 Shows: -- 7.4 -- 7.2 103
+ Spanish Language TV programming not included. Rankings reflect
English/bilingual household ratings only.
* Latino rating divided by total U.S. rating to determine ratio of Latino
to total viewers.
T = Tie
Sources: NHTI 1997-98, NTI 1997-98
CHART 5: LATINO ADULTS 18-24
TOP 20 TELEVISION SHOWS
LATINO+ TOTAL U.S.
RANK RATING RANK RATING INDEX*
FOX Beverly Hills, 90210 1 8.6 6 9.8 88
FOX Party of Five 2 8.4 3 10.4 81
NBC Seinfeld 3 7.8 1 16.4 48
NBC ER 4 5.7 2 12.1 47
FOX Simpsons 5 5.4 8 9.1 59
WB Dawson's Creek 6 5.2 13 5.4 96
FOX King of the Hill 7 5.1 7 9.7 53
FOX X-Files 8 4.8 4 10.3 47
ABC NFL Monday Night Football 9 4.7 15 5.1 92
FOX World's Wildest
Police Videos 10 4.5 31 3.5 129
FOX Ally McBeal 11 4.3 11 6.7 64
ABC ABC Sunday Night movie T12 4.2 18 4.1 102
NBC Friends T12 4.2 6 9.9 42
ABC NFL Monday Showcase T12 4.2 37 3.4 124
UPN Malcolm & Eddie T15 4.0 84 2.2 182
FOX Melrose Place T15 4.0 14 5.3 75
FOX FOX Tuesday Night Movie T17 3.9 45 3.1 126
NBC Veronica's Closet T17 3.9 8 9.1 43
FOX Living Single 19 3.8 21 3.9 97
ABC Home Improvement T20 3.7 17 4.3 86
UPN In the House T20 3.7 89 2.1 176
NBC Union Square T20 3.7 10 7.5 49
Average Top 20 Shows: -- 4.9 -- 7.0 92
+ Spanish Language TV programming not included. Rankings reflect
English/bilingual household ratings only.
* Latino rating divided by total U.S. rating to determine ratio of Latino
to total viewers.
T = Tie
Sources: NHTI 1997-98, NTI 1997-98
CHART 6: LATINO ADULTS 18-34
TOP 20 TELEVISION SHOWS
LATINO+ TOTAL U.S.
RANK RATING RANK RATING INDEX*
NBC Seinfeld 1 12.7 1 21.2 60
NBC ER 2 8.4 2 15.8 53
FOX Beverly Hills, 90210 T3 7.5 9 9.3 81
FOX X-Files T3 7.5 5 11.8 64
NBC Friends T5 7.0 3 13.8 61
FOX Party of Five T5 7.0 8 9.7 72
NBC Veronica's Closet T5 7.0 4 12.7 55
NBC Union Square 8 6.2 6 10.9 57
FOX FOX NFL Sunday Post Game-NatT9 6.0 12 8.0 75
ABC NFL Monday Night Football T9 6.0 11 8.1 74
FOX Simpsons 11 5.9 9 9.3 63
FOX King of the Hill 12 5.8 7 10.2 57
FOX Ally McBeal T13 4.9 13 7.9 62
FOX World's Wildest
Police Videos T13 4.9 57 3.7 132
ABC NFL Monday Showcase 15 4.8 21 5.6 86
FOX Melrose Place 16 4.5 15 7.5 60
ABC ABC Sunday Night Movie T17 4.4 30 5.2 85
NBC Frasier T17 4.4 16 7.2 61
ABC Primetime Live T17 4.4 33 5.0 88
NBC Dateline NBC-Tue T20 4.3 20 5.7 75
ABC Drew Carey Show T20 4.3 16 7.2 60
Average Top 20 Shows: -- 6.1 -- 9.3 66
+ Spanish Language TV programming not included. Rankings reflect
English/bilingual household ratings only.
* Latino rating divided by total U.S. rating to determine ratio of Latino
to total viewers.
T = Tie
Sources: NHTI 1997-98, NTI 1997-98
CHART 7: LATINO ADULTS 18-49
TOP 20 TELEVISION SHOWS
LATINO+ TOTAL U.S.
RANK RATING RANK RATING INDEX*
NBC Seinfeld 1 12.5 1 20.7 60
NBC ER 2 8.5 2 16.5 52
FOX X-Files 3 8.1 5 11.1 73
NBC Veronica's Closet 4 7.5 3 12.7 59
NBC Friends 5 7.3 4 12.5 58
ABC NFL Monday Night Football 6 7.2 7 9.1 79
FOX NFL Sun Post Game-Nat 7 6.6 14 7.3 90
FOX Beverly Hills, 90210 T8 6.1 19 6.5 94
FOX Party of Five T8 6.1 17 6.7 91
NBC Union Square T8 6.1 6 10.5 58
ABC NFL Monday Showcase 11 5.8 16 6.9 84
FOX King of the Hill 12 5.6 8 8.4 67
FOX Simpsons 13 5.4 12 7.6 71
ABC ABC Sunday Night Movie T14 5.0 28 5.9 85
NBC Frasier T14 5.0 10 8.1 62
ABC Primetime Live T14 5.0 30 5.8 86
NBC Dateline NBC-Tue T17 4.9 18 6.6 74
ABC Drew Carey Show T17 4.9 9 8.2 60
ABC Wonderful World of Disney 19 4.8 34 5.5 87
ABC Ellen T20 4.7 21 6.4 73
ABC Home Improvement T20 4.7 13 7.5 63
Average Top 20 Shows: -- 6.3 -- 9.1 69
+ Spanish Language TV programming not included. Rankings reflect
English/bilingual household ratings only.
* Latino rating divided by total U.S. rating to determine ratio of Latino
to total viewers.
T = Tie
Sources: NHTI 1997-98, NTI 1997-98
CHART 8: LATINO ADULTS 50+
TOP 20 TELEVISION SHOWS
LATINO+ TOTAL U.S.
RANK RATING RANK RATING INDEX*
CBS Touched by an Angel 1 12.2 2 17.2 71
CBS CBS Sunday Movie 2 9.9 3 15.4 49
ABC 20/20-Thu 3 8.6 30 8.5 101
CBS 60 Minutes 4 8.2 1 18.4 45
NBC ER 5 7.0 14 10.4 67
CBS CBS Tuesday Movie 6 6.9 16 9.7 71
NBC Law and Order 7 6.7 36 7.9 70
ABC 20/20 8 6.6 18 9.6 69
NBC Seinfeld 9 6.4 5 12.4 52
CBS JAG T10 6.0 7 11.8 51
CBS Walker, Texas Ranger T10 6.0 13 10.5 57
CBS Michael Hayes T12 5.9 11 10.6 56
CBS Nanny T12 5.9 24 8.9 66
ABC NFL Monday Night Football T12 5.9 9 11.2 53
ABC 20/20-Mon 15 5.8 22 9.1 64
ABC ABC Sunday Night Movie T16 5.7 47 6.7 85
NBC Dateline NBC-Fri T16 5.7 10 10.7 53
CBS Cosby T18 5.5 6 11.9 46
ABC The Practice T18 5.5 52 6.4 86
ABC ABC Thursday Night Movie T20 5.3 67 5.1 104
CBS Everybody Loves Raymond T20 5.3 11 10.6 50
ABC NYPD Blue T20 5.3 41 7.5 71
CBS Promised Land T20 5.3 8 11.7 45
Average Top 20 Shows: -- 6.6 -- 10.5 63
+ Spanish Language TV programming not included. Rankings reflect
English/bilingual household ratings only.
* Latino rating divided by total U.S. rating to determine ratio of Latino
to total viewers.
T = Tie
Sources: NHTI 1997-98, NTI 1997-98
SOURCE BBDO Worldwide
Web Site: http://www.bbdo.com
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Enrique Gili
enrique@minorities-jb.com
Hispanic American Village
http://www.minorities-jb.com/hispanic.htm