More Hispanic homes watched the multi-network primetime coverage of the Democratic National Convention over its Republican counterpart. But so far this year, Latinos are visiting MittRomney.com at a faster rate than BarackObama.com, according to Nielsen. The Hispanic vote has been a much-discussed topic in this year’s election, so Nielsen took a closer look at Latinos’ viewership to the respective party conventions and the presidential candidates’ official websites.
Key Nielsen findings include:
Nearly 43 percent of Hispanic homes watched the common, primetime coverage of the Democratic National Convention, while 35 percent tuned in to the Republican National Convention.
Among Hispanic households that tuned in to the conventions, those that primarily speak English were more likely to watch both conventions (36%) compared to homes that primarily speak Spanish and those that speak English and Spanish equally (35% and 29%, respectively).
Hispanic homes that tuned in to both conventions were more likely to be headed by someone with a high school-level education (23%) than someone with four or more years of college (18%).
Twenty-six percent of Hispanic homes viewed President Obama’s speech on the final night of the DNC, while 22 percent watched Mitt Romney’s. Each convention also featured a Latino speaker. On day three of the RNC, Florida Senator Marco Rubio drew 17 percent of Hispanic homes and San Antonio Mayor Julian Castro’s speech at the DNC was viewed by nine percent.
During July 2012, fewer Hispanics visited MittRomney.com than BarackObama.com, but made up a slightly larger portion of Romney’s unique audience (8% v. 6.5%).
BarackObama.com’s July 2012 audience was down seven percent from January among Hispanic visitors, while visits among Hispanics to MittRomney.com grew seven percent over the same period.