Marketers miss much of their audience

“”I watch telenovelas with my mom sometimes,” said 23-year-old Norma Guevara, the daughter of Salvadoran immigrants. “Even my dad gets into those things. But I’m like, ‘Daddy, I know the ending already, okay?’ Spanish TV is just not interesting to me anymore.”

Listen to Guevara of South Plainfield, and you’ll get the sense that young Latinos — the fastest growing segment of the U.S. Hispanic population — are bored with Spanish-language TV.

But look at Nielsen Media Research’s Top 10 television programs watched by Hispanics for the week of Sept. 10, and you’d think Spanish-language TV is the only game in town. The top five programs listed include different episodes of the telenovela “Destilando Amor,” and all 10 are broadcast on the same network, Univision.”

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