Hispanics

The Dallas-Fort Worth DMA has the fifth-largest concentration of Hispanic households in the U.S. There are nearly 1.3 million Hispanic adults in the DFW DMA.

Case Studies

Top Solutions

Al Día/Aldiatx.com

  • Nearly 90% of Al Día readers are Hispanic, and over 81,000 Hispanics consume Al Día each week**
  • 61% of DFW Hispanics are Spanish-language dominant, and 32% agree that they are loyal to advertisers/companies who advertise in Spanish***
  • DFW Hispanics are four times more likely to turn to a Spanish-language website for important information***
  • 36% of Dallas Hispanics agree that when a company advertises in Spanish, it makes them feel respected.***

QuickDFW.com

  • Hispanics are 72% more likely to have visited QuickDFW.com in the past week**
  • 44% of Hispanics have attended a family-friendly event (circus, zoo, amusement park) in the past 12 months**
  • Nearly 40,000 Hispanics are frequent moviegoers (3 or more times per month), and are 84% more likely to go see a movie on opening weekend*
  • Over 50,000 Dallas-area Hispanics have read an online newspaper or magazine in the past week, and over 40,000 turn to the Internet when looking for entertainment/movies/show times, etc.***

Autos on Dallasnews.com

  • Nearly 42% of the visitors to the Autos section on dallasnews.com are Hispanic**
  • Nearly 130,000 DFW-area Hispanics plan to purchase a new car in the next 12 months, and 72,000 plan to purchase a pickup truck or SUV*
  • Nearly 20% of Dallas-area Hispanics have two or more vehicles in the household*
  • Over 68,000 Hispanics in the Dallas area have shopped for a vehicle on the Internet in the past week**

Jobs Section (The Dallas Morning News Sunday Edition)

  • Over 109,000 Hispanics are looking weekly to the Jobs section of the Sunday Dallas Morning News.**
  • Of the over 160,000 DFW adults who attended a job or career fair in the past 12 months, 21% were Hispanic*
  • Dallas-area Hispanics are 42% more likely to change jobs in the next 12 months***
  • 43% of the Hispanics in the DFW area view their occupation as a career, not just a job***

Sunday Dallas Morning News (Front Page)

  • 16% of DFW Hispanics read the front page of the Sunday Dallas Morning News in the past week**
  • Over 300,000 Dallas-area Hispanics rely on newspapers to keep them informed, and over 30% agree that they trust the information they get from newspapers***
  • Almost half of DFW Hispanics agree that they value the way newspapers cover local information***
  • Over 174,000 Hispanics in the Dallas area have been reading The Dallas Morning News for 10 years or more**

Top 100

  • More than a third of Dallas-area Hispanics plan to change jobs in the next 12 months***
  • More than 53,000 expect to change to a job that would be considered a promotion or a raise in salary/benefits***
  • Nearly 50,000 DFW Hispanics are temporarily unemployed***

Copa Al Día

  • Dallas-area Hispanics are more than twice as likely to be soccer enthusiasts*
  • Over 80,000 agree that they play soccer every chance they get***
  • Of all the DFW-area adults who purchased major league soccer clothing or items, 60% were Hispanic***

Al Día Food Event

  • More than half of Dallas-area Hispanics agree that they enjoy sharing their Hispanic/Latino culture with others***
  • Over 85% agree that they really enjoy traditional Hispanic/Latino foods***

*2011 Release 1 Scarborough Report. Copyright 2011 Scarborough Research. All rights reserved. 2011

**2009 Scarborough Custom Recontact Study Dallas Copyright 2009 Scarborough Research. All rights reserved. 2009

***2010 Simmons LOCAL Study Dallas/Experian All right reserved 2010