Hiring Latino talent is key to ensuring they tune in

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Having more Latino talent working in front of—and behind the camera—directly impacts a TV show’s viewership within that community, according to a study from the ratings giant Nielsen.
In a report issued Wednesday, Nielsen researchers analyzed 530 of the most-streamed programs in the US between 2021 and the first quarter of 2022. In shows where more than 19% of the on-camera talent was Hispanic or Latino, which corresponds to the group’s share of the US population, viewers were at least one-third Hispanic or Latino. They also looked at programs with a smaller number of Latinos on screen and found viewership amounted to 30%—if there were Hispanics working behind the camera.
The report shows, not surprisingly, that viewers respond when they see something of themselves on the screen. But it also suggests having Latinos involved in the production of a series will increase its appeal within that ethnic group, even if their on-screen representation is small. That makes both important to advertisers seeking to reach Latinos, the largest US minority group.