September 21, 2011

Hispanic Media: Faring Better than the Mainstream Media

1.9million

In the last year, Spanish-language media tended to fare better overall than their mainstream English-language counterparts, and some of the biggest growth was in television. Univision led the way with 1.9 million primetime viewers, making it the fifth-largest U.S. network.

Hispanic television is now a large industry in the U.S. In the last year its total audience continued to grow and now rivals non-Hispanic television in many of the nation’s largest markets. With 1.9 million viewers, Univision is currently the fifth-largest network in primetime audience in the U.S.. In total viewers, Univision lags behind its English-language counterparts (ABC, CBS, Fox and NBC),though it has closed the gap substantially in recent years. Univision is tapping into a growing market —in February 2011, the number of Hispanic households with TV sets increased 3.1% from the previous year. During the 2010-2011 television season, Univision was the only major U.S. television network to grow its average primetime audience among 18-49 year olds – they achieved 8% growth from the season before. For the same demographic group, among the English-language networks, Fox lost 4%, CBS lost 8%, ABC lost 9% and NBC lost 14% over the same period. Read More