Variety Latino, the premier entertainment news brand and website for Hispanics –launched last March through a partnership between Univision Communications, Inc. (UCI), the leading media company serving Hispanic America, and Variety Media LLC, a subsidiary of Penske Media Corporation– has conducted a first-ever nationwide survey to measure the brand power, appeal, and influence of today's top Latino film and television actors based on U.S. Hispanics' emotional connection to them. Reflecting the survey's findings, Variety Latino has ranked the celebrities in a list titled "Power of Latinos: 20 Most Influential Stars," now available on VarietyLatino.com as part of Hispanic Heritage Month special content.
Variety Latino commissioned Celebrity Branding Authority Jeetendr Sehdev to survey a random sampling of Hispanic men and women, in both Spanish and English, across a wide range of U.S. cities, incomes, acculturation levels and age groups. Aimed at ranking the overall appeal and influence of Hispanic stars among members of their own community, the survey measured parameters such as perceived authenticity, accessibility, relatability, likeability, grace, style, humor, community involvement and activism, and social media popularity.
Among its findings, the survey revealed that 78 percent of people surveyed agree that Latino celebrities who have crossed over into Hollywood from Spanish-language media are good role models for the community, and that 83 percent agree that humor permits a heightened emotional connection and increases engagement with the celebrity—which could explain why and Mexican comedian Sofia VergaraEugenio Derbez are both ranked No.1 on the list of the 20 Most Influential Stars.
For the full list visit: VarietyLatino.com.
Who are your favorite Latinos in entertainment?