Episode Transcript
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Speaker 1 (00:03):
This is the RBR TV b R in Focus podcast.
Here's your host, Radio and Television Business Report Editor in
chief Adam R. Jacobson.
Speaker 2 (00:13):
Hello again and welcome to the podcast which is presented
by dot fm streaming social podcast or broadcast. Get it
dot fm domain name by heading over to get dot
fm today. Marker Boss Group earlier this year released the
audio edition of its State of Spanish Language Media twenty
twenty four report. Now it has released its video version
(00:34):
of the report, and this edition is chock full of
takeaways that are of value to all across the television industry.
Discuss the possible wise behind the data and the finding
and to learn a little bit more about this, we
welcome Sean Boss Bos Shawn Boss, VP of Branding and
Research to the in Focus podcast. It is great to
(00:55):
be speaking with you, Sean.
Speaker 1 (00:57):
Hi. Adam nicely speaking to you as well.
Speaker 2 (00:59):
From cable and Satellite two streaming platforms. Harker Boss took
a closer look at the viewing habits of more than
five hundred Spanish language consumers. There are a lot of
top line results here regarding streaming and cable TV consumption
and we know that Hispanic's over index when it comes
to all TV consumption, including broadcast TV, and that goes
(01:21):
beyond Spanish language TV but also English language channels. So
what do what you can share specifically about some of
the top line results and what may have surprised you. Well.
Speaker 1 (01:31):
So, first off, the Hispanic population is the fifth of
the country and has huge purchasing power, And I just
wanted to just say that we talk to most mostly
people that exclusively spoke Spanish or mostly or exclusively spoke Spanish,
just to get that demographic information out of the way.
As for top line results, comparing cable viewership between Spanish
(01:55):
language audiences and our regular state of media finding, You're right,
they do over index for cable. For example, sixty nine
percent of Spanish language audiences report watching frequently or occasionally
versus sixty four percent of English language audiences. In addition
(02:18):
to that streaming, eighty four percent of Spanish language audiences
regularly stream video compared to seventy eight percent of predominantly
English language audiences. And so this is a high level
of tech adoption among Spanish language audiences, and it just
(02:42):
kind of demonstrates a general tech savviness among this demographic.
If I'm being honest.
Speaker 2 (02:50):
So in radio we have time spent listening or TSL. Here,
I would think time spent viewing by hispanics is something
that is pretty significant and one topic that might stand
out wondering why you think that's the case and what
this might mean for marketers.
Speaker 1 (03:09):
So I would like to kind of focus on cable here.
Despite kind of streaming taking precedence in today's kind of
content culture, the majority of cable audiences are watching at
least two hours a day of cable, and while we
might equate that with a more passing viewing experience, it's
(03:32):
still a lot that people are watching.
Speaker 2 (03:35):
But why cable? Why are you looking at cable? And
what channels are they watching on cable? Because I mean,
quite frankly, we don't really hear a lot about cable.
Speaker 1 (03:42):
Yeah, cable, the emphasis is placed on it on streaming
right now, and we just wanted to give cable a
fair shout.
Speaker 2 (03:51):
Well why, I mean, we just have to ask, as
a publication that focuses on broadcast media, we're at a
loss here because you refer to video as cable and
satellite TV, streaming TV and YouTube. That's not the entire
video consumer universe. And we know that Hispanics are over
indexing when it comes to broadcast TV. So where's Univision,
Where's Telemundo, where's astraya media?
Speaker 1 (04:13):
Here?
Speaker 2 (04:13):
Were they not included or are they lumped into cable
and satellite TV? Assuming that Hispanics are subscribe to cable TV.
Speaker 1 (04:21):
Well, we didn't really get into that kind of granular
channel data. We did kind of go over genres of viewership.
So you're talking to like especially like local news or
national news among cable and satellite percent of Hispanic Spanish
language audiences are watching of the cable audience are watching
(04:43):
local news.
Speaker 2 (04:44):
But you only talk to people that have cables. So
I'm wondering, what about the Hispanics who consume broadcast TV
via digital antenna and they may have also strong No no.
Speaker 1 (04:54):
No, no, no no no no. Let me, let's back
up on the study. I think you may have a
big misunderstanding here. We talked to five hundred plus people
who consume all types of media, So these cable people
might also be streaming, they might also be watching YouTube,
and that just like we talked to like five hundred
video media consumers, just five hundred media consumers that were
(05:17):
Spanish language dominant, and it just turns out that this
is how it turned out in regards to their consumption habits.
And we found that, yeah, what we were discussing earlier
regards to cable viewership, So.
Speaker 2 (05:32):
What cable channels in particular do you see standing out?
Then when it comes to.
Speaker 1 (05:37):
The well once, like I said, is that this is
kind of a state of media. We didn't necessarily get
grand learn the type of channels that the exact channels
they were looking at, but we did, you know, we
found that news and current events were the dominant genres.
Speaker 2 (05:57):
And are they watching that in English? From Spanish?
Speaker 1 (06:01):
So this is pretty interesting. So in regards to local news,
forty three percent watch their local news mostly in Spanish,
thirty five percent watch in Spanish and English equally, and
whereas twenty two percent watch mostly in English. And you
might be asking why is that? So, then this is
(06:22):
kind of what we found. They said that they prefer
content on local English news channels, Spanish language channels do
not report on news that they are interested in, and
some report a lack of access to local Spanish language
news outlets in their area. However, must be noted that
only fifteen percent reported this to be an issue, and
(06:43):
I think this demonstrates the massive reach of Spanish language
media in the US that only fifteen percent were reporting
a problem of access to local news that's in Spanish language.
Speaker 2 (06:56):
That's that's interesting and of course very important when it
comes to all TV such as the broadcasters. There's something
that I wanted to ask about local news viewership when
it came to age because looking at the data, it
suggests viewers under fifty five aren't really watching local news
as much as older audiences. And now it's something that
we've heard about, but I'm wondering what your data suggest.
Speaker 1 (07:21):
So, yeah, we find I don't want to say it,
be all right say it, but yeah, cable typically skews
older with regards to its audience. Ninety four percent of
cable audiences fifty five plus watch the local news, and
it's just kind of an older medium. Older people watch it.
But it's not to say that that younger people aren't
(07:43):
watching it. But yeah, it is more popular among older people.
Speaker 2 (07:48):
So again I have to ask the question when we
look at broadcast television, I'm wondering what your data suggests
when it comes to the future of those very important
over the air channels, the Univision, the UniMas, the Telemundo.
Because a lot of what your data is suggesting is
that Hispanics are gravitating towards streaming, they continue to subscribe
(08:13):
to cable channels. But I'm not really getting a lot
out of this from the standpoint of the majority of
Spanish speaking viewers are watching free to air channels. They
may be watching it via fast channels, they may be
watching it via cable, they may be watching it via
stream Again, what are they watching that you can say
(08:33):
that goes beyond genres? Do you have any data that
you can share?
Speaker 1 (08:38):
So we associate cable viewership, cable or satellite with live
events real time, and that is news and current events
and sports and so kind of Any live programming is
traditionally associated with cable satellite. Cable satellite has that advantage.
(08:59):
For now increasingly seen sports rights being gobbled up by
streaming platforms and cable operators onboarding their operations to streaming services.
I mean the success TVD on that one.
Speaker 2 (09:14):
But yeah, when it comes to sports in particular, we're
seeing a growing trend where there is a shift to
local broadcast television for the NBA, for the National Hockey League,
and of course that's English language coverage. When you say sports, again,
you know that could be general. There's the NFL coverage
(09:37):
on Telemundo, just as there's much NFL coverage on NBC. Yeah,
so again, you know, when you say that Hispanics love sports,
where are they watching it? And if there are valley
sports consumers And then all of a sudden, if they're
in Louisiana and they're not going to get the New
Orleans Pelicans on a cable channel, they're going to have
to find it on an English language broadcast TV, each
(10:00):
channel that they may not necessarily know or be familiar about. Well,
what does that mean to the greater understanding of Hispanics
and sports?
Speaker 1 (10:07):
Yeah, well, it's an interesting I think we're kind of
at an inflection point with regards to local sports rights.
I mean, regional sports networks are faltering right now that
you just saw with kind of Amazon pulling out of
the funding of Diamond Sports Group and the ESPN now
(10:27):
signaling interest and picking up local sports rights, and a
lot of these kind of major streamers offer simultaneous programming
of their major sports events in Spanish, and so I
think we kind of like think that a lot of
these sports rights are going to go to the major streamers,
(10:47):
and then actually that might benefit the Spanish language consumer
because they might have a lot of concomitant programming with
Spanish commentary and analysis and what not. I don't know,
it depends on where regional sports rights go in the
next year or so.
Speaker 2 (11:06):
To be honest, the timing of your report happens to
coincide with Hispanic Heritage months, and that means that we're
likely going to get bombarded with a lot of different studies.
And on Wednesday, September eighteenth is the release of the
twenty twenty four Hispanic market report from Clauditas formerly Geoscape,
(11:27):
and I'm looking at some interesting data. The question is
how much time do you spend watching the following content
per week live TV programming, And for Hispanics, that is
certainly ahead of on demand content downloaded or stream through
(11:47):
a subscription service provider and content downloaded and stream through
an OTT service provider. So I find that intriguing because
again it sends the message that live programming still matters
the most when it comes to viewers for watching. So
would you agree that it's really the delivery vehicle and
(12:10):
the platform that is evolving, and that the content itself
is still the same. Content is just getting to the consumer.
Speaker 1 (12:19):
So streaming, which is increasingly laying a claim to live events,
but is more traditionally associated with premium series streaming and
catalog selection of pre recorded content. I don't think it's
quite there with live real time events, don't. I just don't.
(12:41):
But however, is that I don't know. You see them
launching these twenty four to seven channels like a tile
on the major streamer at platform like twenty four to seven,
tile Watch twenty four to seven, and usually they'll include
sports live sports on those tiles, And I don't know.
There's just so much different choice right there. And with
(13:04):
cable it comes down to kind of like the design fundamentals.
It's just one box and you have your one remote
and you go to your different channels, whereas with streaming
you have to go to the different apps and select
the apps and find the right tile. It's just it's
just an added layer of complexity. And I just feel
that that cable has that advantage right now, but that
(13:26):
might change because I think streamers are getting better at
keeping people on their platforms and They're not quite there yet,
but I think streamers will get there.
Speaker 2 (13:35):
To be honest with you, Sean, thanks for being on
this podcast and for taking some of my more difficult
questions because you know we do cover broadcast TV broad
the same time. I think broadcasters just need to realize
what the research is saying when it comes to where
the consumers are, because that is very important for the
future of the entire industry. So it's again great to
(13:59):
be speaking with you, Sean.
Speaker 1 (14:01):
Oh, no problem, And I just want to say cable
is in a very healthy place. I know the emphasis
is being placed on streaming right now, but people are
still watching cable. People still have those boxes. I mean
it might be slightly depressed do to streaming, but it's
still very strong viewership. I mean people are just keeping
on the station in the background pretty much all day.
(14:23):
That's what we find.
Speaker 2 (14:25):
And as you might know, aside from my work with
the Radio and Television Business Report, I do work in
partnership with hispanicad dot Com and Liz Costell's Heard Who's
Infusion by Costell's is the shop of record for Charter.
Spectrum has done a lot of work and a lot
of traveling between Arizona and New York to make sure
(14:47):
that the Hispanic marketing is on target across every spectrum market. So, yes,
you are correct, there is definitely a lot of health
and a lot of positives in the cable television industry
and that does have a ripple effect on broadcast television
in the US Hispanic markets. So with that, Sean Boss,
(15:08):
VP of Branding and Research at Harker Boss Group, it
is great to have you on this podcast.
Speaker 1 (15:14):
Thank you, Adam, I appreciate it, and with that we.
Speaker 2 (15:17):
Want to thank you for listening to this Radio and
Television Business Report and focused podcast. It was sponsored by
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today from Streamline Publishing is Global headquarters in book Ratoon
in Florida.
Speaker 1 (15:32):
I'm Adam R.
Speaker 2 (15:33):
Jacobson on behalf of the team at Radio Inc. And
the Radio and Television Business Report. Have a great day.
We'll see you next time.