KSWT (K-sweat?) in Yuma? Who wouldda thunk it?
But here's a question regarding the language issue. Is there a measurement of these Spanish-speaking populations which can differentiate between total-Spanish and English-Spanish speakers and would it be important to marketing in those areas?
In my dealings with Spanish speakers here in metro Phoenix I find that most can understand English but prefer to speak Spanish due to embarrassment (if not done correctly) or when speaking to other Spanish speakers or just because it is their first language and they are more comfortable. The younger the person the better they can flip between languages and tend to be fluent in both.
Afterthought: During my military time stationed in Japan I saw the same thing there with respect to the ages of the speakers.
In markets with a high density of Hispanics, Nielsen does an annually updated enumeration of language "preference" of Hispanics. The two options are "English Dominant" and "Spanish Dominant". Those who self-identify as "bilingual" are included as "English Dominant".
For the enumeration, Hispanics (Latinos, Boricuas, Mexicans, Latinx, etc.) are asked to self-classify as Spanish Only, Mostly Spanish, Bilingual, Mostly English and Only English.
The problem is that language usage is often situational. A person may have good enough English to employ it at work most or all of the time, but at home Spanish is spoken almost exclusively. Or a person may have been hired as a "bilingual" due to the employer's customer base, when that person seldom employs Spanish other than at work.
And then you have total bilinguals who have a great preference for entertainment in Spanish, particularly in the areas of music, comedy and news (usually because of the content of Spanish media "connecting" more with specific cultural identities). For example, many American comedy shows are not funny to bilinguals who have a strong home usage of Spanish as comedy is very culturally based... so there may be certain kinds of TV shows that over-perform or under-perform among Hispanics who are in the "bilingual" category. And in music, you find many, including large numbers of immigrants, who prefer English language CHR and Pop music even though they are Spanish dominant.
So, yes, there is data. But it is subject to a lot of interpretation and is obviously very "fuzzy" in nature. There are too many nuances to enumerate, and that makes the data only an approximate measure as it does not apply equally to each situation in entertainment choices.
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