Hispanic Media Continues to Grow
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The most popular websites among Hispanics are largely representative of other media outlets geared toward Latinos. The No. 1 website visited by Spanish-speakers in the U.S. in May 2011 was Univision’s, according to ComScore. Televisa and impreMedia also made the top-10 list.
Broadcasters have argued that the growing audience of Hispanic-language media, which includes new multicast channel services targeted to minorities, is one reason the FCC should be careful how it pushes for reclaiming broadcast spectrum for other uses.
Among the steps those media are taking to capitalize on and grow that trend include Univision’s plans to launch a 24/7 news channel in 2012, and Telemundo’s plans to expand its local TV news output by 25% per a promise to the FCC and Justice Departments in the Comcast/NBCU merger.
The study says that Univision and Telemundo combined are predicted to receive $1.5 billion in ad revenue, with Univision and co-owned Telefutura accounting for $1.1 billion of that and Telemundo $400 million.
Univision was also the only major U.S. network — it is fifth behind the Big Four — to grow its average primetime, 18-49 audience, up 8% over the season before, compared to Big Four drops of 4% for Fox, 8% for CBS, 9% for CBS and 14% for NBC over the same period.
Beyond Univision and Telemundo there are still many other Hispanic television channels that find smaller audience niches, ranging from immigrants from specific countries to particular subjects.
Several of these niche networks and cable channels increased their news offerings in the last year. And one, Estrella TV, has emerged as a sizable player in the market. Additionally, a handful of English-language companies began their own Spanish-language networks.
While the report talks about continuing gains for Hispanic media, it also says there continues to be a digital divide. Just under two-thirds of Latinos (65%) were online in 2010 compared to 77% of white adults, while only 45% of Hispanics had broadband access at home, compared to 65% of Whites.
The most popular websites among Hispanics are largely representative of other media outlets geared toward Latinos. The No. 1 website visited by Spanish-speakers in the U.S. in May 2011 was Univision’s, according to ComScore. Televisa and impreMedia also made the top-10 list.
The Americano / Pew Research Center
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