BROADCAST TELEVISION AND RADIO IN Hispanic Communities More than 22.4 million American households (representing 59.7 million consumers) receive television exclusively through broadcast signals not a pay service such as cable or satellite. In fact, 3.4 million (25 percent) Hispanic homes are over-the-air only, a proportion that increases to 51 percent among homes where Spanish is the language of choice. 1 Hispanic Population Growth Across the U.S. The 2010 Census counted 50.5 million Hispanics in the United States, accounting for 16.3 percent of the total population. The Latino population grew 43 percent since the 2000 Census, accounting for more than half of the nation s total growth. 2 Hispanics accounted for all population increases in Illinois, Louisiana, Massachusetts, New Jersey, New York and Rhode Island in the last 10 years. Since 2000, the Latino population more than doubled in nine other states Alabama, Arkansas, Kentucky, Maryland, Mississippi, North Carolina, Tennessee, South Carolina and South Dakota. 3 Hispanic and Latino US Population (Thousands) 35,306 50,478 2000 Census 2010 +43% How are Hispanics receiving news, weather, sports, entertainment, faith-based and Spanish-language programming? For the most part, Hispanics continue to rely disproportionately on the free and local TV and radio that local broadcasters provide. Reliance by Hispanics on over-the-air TV and radio, multicast and Spanishlanguage programming is significant across the American landscape, and broadcasting continues to provide a vital and irreplaceable resource to Hispanic communities. Additionally, Hispanic women said television is their preferred media in terms of getting information about new products and services and 96 percent use TV to stay connected. 4
Local Television Market Estimates: Hispanic or Latino TV Homes 5 Rank Designated Market Area (DMA) Hispanic TV Homes % of US Hispanic TV Homes 1 Los Angeles 1,909,300 13.5 2 New York 1,360,660 9.7 3 Miami-Ft. Lauderdale 750,730 5.3 4 Houston 623,140 4.4 5 Dallas-Ft. Worth 519,210 3.7 6 Chicago 515,290 3.7 7 San Francisco-Oak-San Jose 426,310 3.0 8 San Antonio 424,480 3.0 9 Phoenix (Prescott) 356,590 2.5 10 Harlingen-Weslaco-Brownsville (TX) 312,810 2.2 Over-the-Air Television Penetration in Areas with Significant Hispanic Presence 6 Many high density Hispanic television markets rely disproportionately on over-the-air broadcasting, dramatically outpacing other population groups reliance on broadcast-only television. The chart below shows the percent of total market broadcast-only TV homes compared to the percent of Hispanic broadcast-only TV homes. In Dallas, more than one-third of Hispanic homes rely exclusively on broadcast-only TV, yet less than one-fifth of total market homes are broadcast-only. Hispanic Broadcast Only TV Homes Dallas-Ft. Worth Phoenix Houston Harlingen Fresno-Visalia El Paso Las Vegas San Diego San Antonio Los Angeles Hispanic Broadcast Only TV Homes Broadcast Only TV Homes 0 5% 10% 15% 20% 25% 30% 35% 40% Source: Nielsen, November 2012 In some cases, the majority of broadcast-only TV homes are Hispanic. For example, in Harlingen, Texas, 98 percent of broadcast-only TV homes are Hispanic; El Paso 92 percent; San Diego 72 percent; and San Antonio, 68 percent of broadcast-only TV homes are Hispanic.
Broadcast-Only Homes Dominate Spanish-Language Television Viewership 7 Viewership of Spanish-language television networks is more likely in broadcast-only homes than in homes that subscribe to satellite or cable. The chart below provides an example of viewership on Spanish-language networks in high density Hispanic markets. Viewership on Spanish-Language Networks* in High Density Hispanic Markets % of Broadcast Only TV HH % of Cable TV HH % of ADS (Satellite) TV HH 100% 80% 57% 57% 56% 48% 46% 45% 41% 39% 60% 40% 20% 0% 32% 33% 31% 31% 32% 43% 42% 33% 27% 30% 11% 12% 12% 10% 13% 22% Dallas Phoenix Harlingen Denver Houston El Paso Fresno Los Angeles *Spanish-language networks include Univision, Telefutura, Telemundo and Azteca America Hispanic and Spanish Language Broadcast Television Affiliates Broadcast TV provides a number of Spanish-language viewing options for the Latino community. Several markets offer multiple viewing options, including Univision, Telemundo, UniMás (formally TeleFutura), MundoFox, Estrella, Mega TV, Azteca América, América TeVé, LATV, Latino Public Broadcasting and V-me. The following are examples of the prevalence of Hispanic-focused television in several major markets. Hispanic Rank DMA Hispanic Television Channels 8 Hispanic Multicast Channels 9 1 Los Angeles 15 7 2 New York 11 7 3 Miami-Ft. Lauderdale 10 5 7 San Francisco-Oakland 7 3 6 Chicago 6 4 5 Dallas-Ft. Worth 6 1
Univision is now the fifth-largest network in primetime, often surpassing the English-language networks in viewer ratings. 10 Univision s sister network UniMás (formerly Telefutura) provides entertainment programming, sports and news for Hispanics through 52 affiliates. 11 Telemundo Network reaches 94 percent of U.S. Hispanic viewers through its 14 owned stations and 48 broadcast affiliates. 12 MundoFox, launched in fall 2012, reaches 75 percent of Hispanic TV homes across the country. Estrella TV launched three years ago and broadcasts a collection of game, talk, news, talent, comedy and music programming through its 59 broadcast affiliates. 14 Azteca America can be watched in 75 markets across the U.S., including all of the top 10 Hispanic markets. 15 Several Spanish-language networks hit record-breaking ratings in 2011 and 2012. Univision Network finished the 2011-12 broadcast season with more number one nights than ever before among 18 to 49 year-olds. 16 In addition, 47 of the season s top 50 entertainment programs among bilingual Hispanics aged 18 to 49 years old aired on Univision. 17 During the 2011-12 broadcast season, Telemundo delivered the network s best season ever, averaging 1.4 million total viewers in primetime. 18 Additionally, Telemundo was the only Spanishlanguage broadcast network with growth in total viewers, making it the fastest growing Spanish-language broadcast network for the 2011-12 season. 19 During November 2012, Estrella TV saw increases across several key demos, emerging as one of the only two Hispanic broadcast networks to experience growth over May 2012 and November 2011. 20 Azteca America also experienced double-digit growth among key demographic groups for weekday primetime in November 2012. 21 Local Spanish-language stations also showed success in 2012. In Los Angeles, Univision s KMEX 34 finished the 2012 calendar year as the number one most-watched station in the country in primetime and total day viewing among 18 to 34 year olds, regardless of language, beating all local stations in the country. 22 Univision s local news in New York City and Los Angeles finished 2012 as the number one and number two most-watched early local newscasts in the country among 18 to 49 year olds, beating all other local stations in the country. 23 The emergence of new Spanish-language broadcast networks, combined with an increase in local news at established Spanish-language stations, has triggered an increase in local news geared towards Latinos. In 2011, Telemundo owned and operated stations announced plans to increase their local news and information programming by 25 percent. 24 Telemundo began offering closed captioning for its online streams to attract younger English-speaking Hispanics. 25 MundoFox stations plan to broadcast local news along with airing the network s nightly newscast. 26 These stations creation of 48 new TV news departments will benefit local news and Hispanic communities across the U.S. In Miami, America TeVe s WFUN provided impressive multiplatform live coverage of the election, including on-air, online and social media. 27 Univision and sister network UniMás provide news in several U.S. markets via traditional local newscasts and mobile devices. 28 Univision s News, Noticiero Univision, has been serving the Hispanic community for over 25 years and is the only Spanishlanguage newscast to receive the Edward R. Murrow Award. 29 In order to meet growing demand, Hispanic TV networks are now producing telenovelas and Spanishlanguage talk shows in the United States. 30 Telemundo, the world s second largest provider of Spanishlanguage content, creates more than 1,000 hours of primetime programming at a newly built TV production center in Miami and its original studio in Central America. 31
Hispanic and Spanish Language Programming on Digital Multicasting Affiliates In addition to broadcasting on primary channels throughout the United States., Hispanic-focused television provides a variety of culturally relevant and Spanish-language programming on 283 multicast channels (these are additional channels offered by local television broadcasters that are available for free, over-the-air). 32 Below are examples of Spanish-language multicast channels. Spanish-Language Multicast Channels V-Me 52 MundoFox 16 Inmigrante TV 5 LATV 34 Exitos TV 14 Mega TV 5 Telemundo/Telemundo HD 31 3ABN Latino 14 Tele-Romantica 5 Estrella TV 25 TCT La Fuente 10 3ABN Radio Latino 5 UniMas/UniMas HD 19 Spanish Independent 8 Aliento Vision 3 Azteca America 6 Mexicanal 7 Almavision 2 Mobile Television in Areas with Significant Hispanic Presence The mobile television platform enables local TV stations to deliver live, digital content to mobile and video devices such as mobile phones, tablets, portable media players and laptop computers without additional spectrum. 33 Currently, 134 TV stations in 50 cities across the country are transmitting mobile TV signals. 34 Research indicates that two-thirds of Hispanics (66 percent) view TV programming at least once a week on a handheld device, laptop or computer, compared to only 47 percent of Caucasians. In television markets that have a high concentration of Hispanic and Spanish-speaking viewers, mobile TV has become increasingly popular. Mobile TV is available to Hispanic communities across the country, including Los Angeles, New York, Miami-Ft. Lauderdale, Houston, Dallas-Ft. Worth, Chicago, Phoenix, San Francisco, Oakland and San Jose. 36 Over-the-Air Radio Adoption by Hispanics Regardless of age, time of day or location, radio is a true companion for Hispanics with nearly all Latinos (95 percent) aged 12 and over listening to broadcast radio each week. 37 In fact, in 2012 the number of Hispanics who listened to radio increased nearly 2.5 million compared to the previous year. 38 Hispanics spend more than 15 and a half hours each week listening to radio at home, in the car and on the go. 39 Latinos are engaged with Spanish-language radio, spending nearly two to three times more time each week listening to Spanish-language radio than English-language radio. The following are examples of time Latinos in major markets spend with Spanish-language and English-language radio each week. 40 Market Time Spent with English-language Radio Time Spent with Spanish-language Radio Los Angeles 3:15 5:30 New York 3:30 6:00 Miami 3:15 5:15 Houston 3:15 9:00 Chicago 4:00 8:45
Broadcast radio provides a number of Spanish-language listening options for Hispanic communities across the U.S. There are nearly 1,000 AM/FM radio stations dedicated to Spanish-language or Latino-focused radio. Another 600 stations are streamed online or can be heard on HD Radio. 41 Univision Radio leads Hispanic radio broadcasters, with 70 stations in 16 of the top 25 U.S. Hispanic markets. 42 Entravision Communications Corp. operates 48 AM/FM stations, reaching more than 19 million U.S. Hispanics through its over-the-air broadcasts. 43 Broadcast Radio on Mobile Phones This year, Sprint, announced a plan that will enable Sprint mobile users to listen to local FM broadcast radio stations on their smartphones. 44 This provides Hispanic consumers with a convenient way to access free radio service. It also provides the Latino community important public safety information during weather related or other emergencies. Local Television and Radio Economic Impact Local TV and radio broadcasting not only provides Hispanic communities with local news, sports, weather and emergency information, but remains a valuable source of employment that impacts local economies. Local broadcasting generates billions of dollars in annual gross domestic product (GDP) and thousands of jobs in states with large Hispanic populations. The table below shows states with a Hispanic population of one million or more. 45 Local TV and Radio Economic Impact by State State Hispanic 46 Population (thousands) Hispanic Population Share Total Economic Impact (billions) Number of Jobs (thousands) California 14,014 37.6% $155.1 321.9 Texas 9,461 37.6% $105.1 220.5 Florida 4,224 22.5% $76.9 169.7 New York 3,417 17.6% $81.9 160.7 Illinois 2,028 15.8% $56.5 119.6 Arizona 1,895 29.6% $24.0 52.8 New Jersey 1,555 17.7% $31.5 63.7 Colorado 1,039 20.7% $21.3 46.4 Hispanic Buying Power Marketers spent $4.9 billion on Spanish-language TV advertising in 2011, up 2.7 percent from the previous year. 47 As the Hispanic population continues to increase, advertising dollars will continue to move towards Spanish-language audiences. Despite the recession, Hispanic buying power continues to increase. Projections show Hispanic buying power increasing to $1.5 trillion dollars by 2015, having grown 50 percent within five years. This rate of growth tops that of all other racial/ethnic groups and buying power growth overall. 48
Hispanic women feel more positive about their household income than Caucasian women, with 49 percent of Hispanic women expecting to increase their contribution to household income in the next five years. Further, 94 percent of Hispanic women believe their role is changing for the better, more than any other ethnic or racial group. 49 Local radio and TV stations are a vital and irreplaceable resource to Hispanic communities, providing them with entertainment and important news and emergency information they rely on each day. Hispanic networks are innovating to provide more services and diverse content to their viewers, such as faith-based and Spanishlanguage programming. Working together, Hispanic viewers and local stations can ensure the strong growth of broadcast radio and TV and successfully meet the needs of Hispanic communities across the U.S. 1 GfK-Knowledge Networks Home Technology Monitor Survey, Spring 2013. 2 Pew Hispanic Center, Census 2010: 50 Million Latinos, 21, Mar. 2011. 3 Ibid. 4 The Nielsen Company, Women of Tomorrow: US Multicultural Insights, Nov. 2011. 5 The Nielsen Company, Nielsen Local Television Market Universe Estimates: Hispanic or Latino TV Homes, 1 Jan. 2013. 6 Ibid. 7 Nielsen, NSI, May 2012. Time shifting : Live + 7, (168 Hours), Total Day M-Su 6:00AM-2:00AM. 8 BIA Media, BIA MEDIA Access Pro, May 2011. 9 SNL Kagan, Digital Multicast Networks, SNL Kagan Data Services: TV Station Database, 31 Dec. 2011. 10 Elizabeth Ellers, Ending another banner year of ratings success: Univision in 2012, Univision Communications, 21, Dec. 2012, http://corporate.univision.com/2012/content-types/articles/ending-another-banner-year-of-ratings-success-univision-in-2012/#axzz2iakpbrlr. 11 Univision Communications, Univision Transforms Telefutura Into UniMás, Delivering Programming From the Top Spanish-Language Content Producers in the World, 3, Dec. 2012, http://corporate.univision.com/2012/press/univision-transforms-telefutura-into-unimas-delivering-programming-from-the-topspanish-language-content-producers-in-the-world/#axzz2iiztm100. 12 Guskin and Mitchell, The State of News Media 2011. 13 Wayne Friedman, News Corp., RCN to Launch MundoFox, MediaDailyNews, 23, Jan. 2012. 14 Bob Strauss, Burbak-based Estrella TV a rising star in Spanish-language broadcasting, Daily News, 31, Aug. 2012, http://www.dailynews.com/news/ci_21446312/burbank-based-estrella-tv-rising-star-spanish-language. 15 Azteca America, Coverage Map, accessed 23, Jan. 2013, http://www.aztecaamericacorporate.com/contenido.aspx?p=mapes. 16 TVNewsCheck, Univision Sets Record for 1st-Place Finishes, 24, May 2012, http://www.tvnewscheck.com/article/59689/univision-sets-record-for-1stplace-finishes. 17 Ibid. 18 Amanda Kondoljy, Telemundo Media Fastest Growing Spanish-Language Broadcast Network for 2011-2012 Season, Best Season Ever Among Total Viewers, TV by the Numbers, 26, Sept. 2012, http://tvbythenumbers.zap2it.com/2012/09/26/telemundo-media-fastest-growing-spanish-languagebroadcast-network-for-2011-2012-season-best-season-ever-among-total-viewers/150379/. 19 Ibid. 20 TVNewsCheck, Estrella TV Has Strong November Sweeps, 13, Dec. 2012. 21 Azteca America, Azteca America Reports Year-over-Year Double-Digit Growth for Weekday Prime in November Sweeps, 29, Nov. 2012, http://www.aztecaamericacorporate.com/noticias.aspx?i=1&s=9&lang=es. 22 Elizabeth Ellers, Ending another banner year of ratings success: Univision in 2012, Univision Communications, 12, Dec. 2012. 23 Ibid. 24 RBR, Telemundo O&Os boosting local news and information, 8 Aug. 2011, http://www.rbr.com/tv-cable/telemundo-o-os-boosting-local-news-and-information.html. 25 Guskin and Mitchell, The State of New Media 2011. 26 Diana Marszalek, MundoFox Triggers Explosion in Local News, TVNewsCheck, 31, July 2012. http://www.tvnewscheck.com/article/61142/mundofox-triggers-explosion-in-local-news. 27 America TeVe, Hispanics in South Florida Chose America TeVe for Election Night Coverage, 7, Nov. 2012, http://www.prnewswire.com/news-releases/hispanics-in-south-florida-chose-america-teve-for-election-night-coverage-177733431.html. 28 Guskin and Mitchell, The State of News Media 2011.
29 Univision Communications, Programming Highlights, Accessed 17 Jan. 2013, http://corporate.univision.com/wp-content/uploads/2013/01/mediakit_hi_january_2013.pdf. 30 Steve Mort, Hispanic TV Networks Ramp Up Telenovela Production, Voice of America, 26 Aug. 2011, http://www.voanews.com/english/news/arts-and-entertainment/hispanic-tv-networks-ramp-up-telenovela-production-128457613.html. 31 Guskin and Mitchell, The State of News Media 2011. 32 SNL Kagan, Digital Multicast Networks, SNL Kagan Data Services: TV Station Database, 15 Feb. 2013. 33 Open Mobile Video Coalition, Consumers Seek Mobility, About Mobile DTV, http://www.nab.org/mobiletv/. 34 Open Mobile Video Coalition, Mobile TV Station Guide, accessed 31 Jan. 2012, http://www.mdtvsignalmap.com/. 35 George Winslow, New NBCLationo.com English-language news site will launch in early 2012, Broadcasting and Cable, 12, Dec. 2011. 36 Open Mobile Video Coalition, Mobile TV Station Guide, accessed 31 Jan. 2012, http://www.mdtvsignalmap.com/. 37 Arbitron, Radio Today by the Numbers, Radio Delivers, Fall 2012. 38 Arbitron, Radio Listening Audience Remains Steady, According to the Radar December 2012 Report, Newsroom, 3, Dec. 2012, http://arbitron.mediaroom.com/index.php?s=43&item=849 39 RAB, Why Radio Slidedeck, Arbitron, RADAR 115, December 2012, http://www.rab.com/whyradio/index.cfm. 40 Univision Corporate, Univision Radio, Connecting Hispanic Consumers with Your Brand, Arbitron PPM Q2 2012, Hispanic A18-49 AWTE (TSL), accessed 17 Jan. 2013, http://corporate.univision.com/wp-content/uploads/2012/12/univisionradio_deck_11-2012.pdf. 41 Arbitron, How America Listens to Radio, Radio Today 2012. 42 Justin Nielson, Hispanic radio ad revenue projections: After a strong of down years, 2012 turns to growth, SNL Kagan, 24, April 2012. 43 Ibid 44 Sprint, Sprint customers to enjoy local FM radio on smartphone via FM radio chip, News Releases, 8, January, 2013. 45 Woods and Poole Economics, An Analysis of the Importance of Commercial Local Radio and Television Broadcasting to the United States Economy, http://www.nab.org/documents/newsroom/pdfs/062011_economic_analysis.pdf. 46 United States Census, The Hispanic Population: 2010, May 2011. 47 Advertising Age, Hispanic major media ad spending in 2011, Hispanic Fact Pack, 2012. 48 Sam Fahmy, Despite recession, Hispanic and Asian buying power expected to surge in U.S., Terry College of Business UGA, 4, Nov. 2010, http://www.terry.uga.edu/news/releases/2010/minority-buying-power-report.html. 49 The Nielsen Company, Women of Tomorrow: US Multicultural Insights, Nov. 2011. July 2013 1771 N Street NW Washington DC 20036-2800 202 429 5300 nab.org facebook.com/broadcasters @nabtweets