Wednesday, August 31, 2011

Muy Rico: Spanish-Language TV Tops $1.5B In Ad Rev

August 31, 2011 | by Erik Sass

ith the U.S. Hispanic population growing, Spanish-language news media has fared better than its mainstream (English-language) counterparts, according to Pew Research Center. This continues to be the case despite the number of Hispanics born in the U.S., who are more likely to be bilingual or primarily English speakers.

Some of the biggest success stories in Spanish-language news media come from TV, where Univision now rivals ABC, CBS and NBC in terms of audience size. It even recently launched a 24-hour Spanish-language news station.

According to figures cited by Pew, total Spanish-language TV ad spending increased 10.7% in 2010 -- or double the growth rate for network TV in general -- due in part to the FIFA World Cup ad bonanza.

Overall, the 2010-2011 Spanish-language TV season is expected to bring in $1.5 billion in ad revenue, with Univision and its TeleFutura property accounting for $1.1 billion of this. The revenue growth reflects audience growth, with Univision's 18-49 prime-time audience growing 8% to 1.9 million in 2010-2011 -- compared to percentage declines in the same demo at ABC, NBC, CBS, and Fox.

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