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This study investigates whether there is a better way to drive television ROI with Hispanics. The paper advances the ‘Nativity-Based View,’ a new methodology proposing that nativity is an effective variable in reaching the changing US Hispanic population. The results show that US and foreign-born Hispanics are not homogeneous in what they watch on television, suggesting that Spanish-language television is not the ‘best way’ to target US Hispanics. In addition, the study finds that approximately 73-79 percent of Spanish-language television does not reach Hispanic millennials, suggesting that the NBV is a useful tool in driving media ROI.