Jake Beniflah

Hispanics watch a much broader range of television than just Univision or Telemundo, especially second- and third-generation Hispanics, who were born in this country and have very different cultural experiences than their elders. A new study in The Journal of Cultural Marketing Strategy examines the differences between first-, second- and third-generation viewing patterns. Journal Editor Dr. Jake Beniflah talks about what the study means for media buyers and planners, why media people need to move past targeting just by language, and how TV measurement could be changed to better reflect Hispanic viewing patterns.