Spanish-Language TV News Station

Introduction

In the summer of 2023, a prominent Spanish-language television station in a Top 20 Nielsen market commissioned a study to better understand its local news audience. The objective was to evaluate viewership trends, preferences, and station performance compared to other local competitors, with a specific focus on Hispanic viewers.

Objective

The goal of this study was to assess audience behaviors, platform preferences, and the station’s competitive standing. The analysis was designed to identify areas of improvement in content delivery, viewer retention, and overall station engagement, as well as to explore digital viewing trends.

Challenge

While the station holds a strong position among the Hispanic community, it faces stiff competition from other major local news providers. Two other top stations in the market lead in key dayparts. The study needed to uncover why audiences might switch between stations and which content or features could improve viewer retention.

Solution

A comprehensive survey was conducted with over 500 Hispanic residents in the local market, split evenly between men and women, aged 18-64. The study gathered data on platform usage, preferred viewing times, and reasons for switching stations. Analysis also focused on digital consumption habits, which showed a growing preference for streaming services, YouTube, and social media.

Key Findings

• Top Stations: Among Hispanic audiences, the station ranked in the top three in overall viewership, with significant weekly tune-in.
• Viewing Times: The station performed best in the afternoon, capturing a strong portion of the audience during that time.
• Digital Platforms: Nearly half of the audience consumed news through streaming and social media, underscoring the need for a robust digital presence.
• Retention Challenges: A considerable portion of local news viewers switched between stations during newscasts, citing lack of interest in topics and missing breaking news coverage as top reasons.
• Key Drivers: The study highlighted that breaking news and local crime were the most important content types for viewers, with nearly half considering breaking news essential.

Results

The study revealed a substantial lift in afternoon viewership when the station focused on delivering timely and engaging content. Additionally, strengthening its digital offerings was identified as a critical strategy to capture younger viewers and prevent audience attrition.

Conclusion

The station has a strong foundation but can capitalize on its position by addressing content retention and enhancing its digital strategy. By prioritizing breaking news and expanding its presence on digital platforms, the station is poised to solidify its standing as a leader in the market.