How Do You Reach Hispanics? – Television
As early as 2002, the Spanish-language television network Univision was beating out all other stations — English and Spanish — in the New York, Chicago, and Los Angeles markets in 18- to 34-year-olds throughout the day.
And in all three markets, Univision’s early evening local news drew more 18- to 34-year-olds than ABC, CBS, and NBC — combined.
By 2004, Univision’s North Carolina station, WUVC-TV, beat ABC and NBC outright, and tied with CBS for the Number One spot in the highly desirable 18- to 34-year-old male segment.
Which means that as many men 18 to 34 were watching telenovelas (Spanish-language soap operas) on WUVC as were watching the hit English-language sitcom Everybody Loves Raymond or the highly-rated English-language detective drama CSI: Crime Scene Investigation on WRAL.
In October 2004, the final episode of a Univision telenovela delivered more 18- to 49-year-old viewers than ABC, CBS, FOX, WB, or UPN — nationwide.
And in July 2006, Univision scored another impressive landmark: its 18- to 34-year-old viewership in prime time beat every network but FOX — for an entire week.
Among Hispanics, top-rated English-language shows may not even register. During that period, only four English-language shows made it into the top 40 among Latino viewers: American Idol ranked highest at 29, with Desperate Housewives, CSI, and The Simpsons trailing behind.*
Spanish-language television is proliferating and targeting specific niches within the larger Latino market. More than 70 cable stations and dozens of local independent stations offer Spanish-language programming. Among these are:
This means we can target Latinos more precisely for you.
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Next time, we’ll talk a little about what Howard, Merrell & Partners can do to help you tap into the highly lucrative potential of the Hispanic market.
Stay tuned.
*Source: International Communications Research, 2005.
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