Targeting the Growing Hispanic Market: Ethnicity and Media Preferences

This study focuses on the impact of ethnic identification on media preferences among U. S. Hispanics, specifically Mexican Americans. Reactions to various television commercials are explored using a 2x2 experimental design. Self-identification is used to categorize respondents as non-Hispanic, strongly identifying Hispanics and those who weakly identify with their ethnic group. Advertisements portraying a family and commercials featuring a Hispanic actor were preferred, with significant differences based on strength of ethnicity.