Numbers, Facts and Trends Shaping Your World

Hispanic Media: Faring Better than the Mainstream Media

Spanish-language media remain important to a changing, more acculturated, and more U.S.-born Hispanic population in the United States. And in the last year, Spanish-language media tended to fare better overall than their mainstream English-language counterparts.

According to the 2010 U.S. Census, the nation’s Latino population grew to more than 50 million, more than double its size in 1990, and up 46.3% since 2000. It is also the nation’s youngest ethnic group. The median age of Latinos is 27, while for non-Hispanic whites it is 42 and for non-Hispanic blacks it is 32. Among Latinos, a majority are bilingual. However, as births have become more important for Hispanic population growth than the arrival of new immigrants, the nation’s Latino population is also becoming more U.S.-born. All of these factors could pose a threat to Spanish-language media operations. So far though, the contrary has occurred.

Hispanic newspapers overall lost circulation in 2010, but not nearly to the extent of the English-language press. The total number of Spanish-language newspapers remained stable.

The story in television was even more positive. Univision, the largest Spanish-language network by far, continued to grow, reaching audience sizes that compete with the three major English-language broadcast networks (ABC, CBS and NBC). In 2011, it also announced the launch of a 24-hour Spanish-language news station.

Radio is growing as well. The number of Spanish-language radio stations increased in 2010, and more Spanish-language radio companies began measuring for Arbitron, the standard method of rating radio stations.

Magazines showed improvement too, with year-over-year growth in ad spending.

On the digital front, while Hispanic Americans do not access the internet at the same rates as other Americans, there is growth, and bilingual Latinos are already heavily online.

Read the full report at www.pewresearch.org/pewresearch-org/journalism for more detailed information on Hispanic newspapers, television, radio, magazines and digital platforms. The report also looks at specific media companies that are big players in the field of Hispanic media.

 

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