AP-Univision poll: Many US Latinos who speak English turn to Spanish TV, radio

Continuing its series of polls, Univision and the AP's latest is on Latinos and media consumption.

Among the findings, Latinos who mainly speak English turn to Spanish-language TV and radio especially for sports and entertainment. The reason is the cultural connection and a feeling among some Latinos that English-language media portray them negatively, according to an article in the LA Times.

The nationwide poll, also sponsored by The Nielsen Company and Stanford University, found U.S. Latinos spent at least some time each day — in many cases, several hours — consuming Spanish-language media.

- Ninety-percent of Spanish-dominant Hispanics watch some Spanish-language TV and 75 percent listen to Spanish-language radio each day.

- Among English-dominant Hispanics, nearly 4 in 10 said they consume either Spanish-language television or radio.

- On the interactive front, 57 percent of Spanish-dominant Hispanics have Internet access at home, of which 90 percent access Spanish-language sites.

“The Univision-AP Poll on Media Consumption confirms that Hispanics who speak English and Spanish continue to choose Spanish-language TV and radio for culturally relevant content they can’t get anywhere else,” said Ceril Shagrin, executive vice president, Audience Measurement Innovation and Analytics for Univision Communications Inc. “Today’s findings reaffirm that Spanish-language media reaches 80 percent of all Hispanics in the U.S.”