Hispanics tuned into DNC above RNC, but hit the Romney website more

Gabriel Miramar-Garcia | 24-09-2012

More Hispanic homes in the United States 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. It found that nearly 43% of Hispanic homes watched the common, primetime coverage of the Democratic National Convention, while 35% tuned in to the Republican National Convention.
Among Hispanic households that tuned into 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 are equally bilingual (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%).
Meanwhile, 26% of Hispanic homes viewed President Obama's speech on the final night of the DNC, while 22% watched Mitt Romney's. Each convention also featured a Latino speaker. On day three of the RNC, Florida Senator Marco Rubio drew 17% of Hispanic homes and San Antonio Mayor Julian Castro's speech at the DNC was viewed by 9%.
During July 2012, fewer Hispanics visited MittRomney.com than BarackObama.com, but made up a slightly larger portion of Romney's unique audience (8% vs. 6.5%).
BarackObama.com's July 2012 audience was down 7% from January among Hispanic visitors, while visits among Hispanics to MittRomney.com grew 7% over the same period.