Paradigm shift: The effect of nativity and years-in-country on television programme viewing across three Hispanic generational levels

US Spanish-language television was an estimated US$6.1bn industry in 2013 and has more than tripled since 2003. Marketing has changed dramatically during this time with digital and social media revolutionising the industry with improved metrics and real-time analytics. Unfortunately, television measurement of the US Hispanic population has not changed significantly in more than two decades, has relied on ‘language’ as its sole metric during this time, and has not kept up with the full diversity of the changing Hispanic population. The purpose of this study was to investigate whether there are better and more efficient ways to measure the US Hispanic television audience, which would help leading corporations optimise their media investments. By way of a quantitative primary study, this paper advances two variables — nativity and years-incountry — which we propose are more effective and efficient in targeting Hispanics than language alone. We hope this initial study will spur innovation and an open discussion on new ways to measure the US Hispanic television audience and help corporations drive media efficiency and target effectiveness. Although this study focused on US Hispanics, there is an opportunity to test and apply the findings across other multicultural groups in the USA and abroad.