Hispanic households are watching more TV, co-viewing more often, and relying heavily on over-the-air broadcasting, especially when Spanish is the dominant language at home. That’s according to new data from the Advertising Research Foundation’s DASH TV Universe Study, released during Hispanic Heritage Month.
The findings offer a detailed look at how a segment representing more than 15% of U.S. households connects to and consumes television across platforms and devices, with implications for broadcasters, advertisers, and streaming services alike.
