June 15, 2016

State of the News Media 2016

Hispanic News Media: Fact Sheet

Last updated June 2016

The Hispanic news media market in the U.S. speaks to a major portion of the country – as of 2014, there are 55 million Hispanics in the U.S., making up 17% of the total population. Because the number of immigrant arrivals from Latin America has slowed, the population is becoming increasingly U.S.-born, and a majority of Hispanics (62%) either mainly speak English or are bilingual.

Likely tied to these changes, the news media geared towards this population is also in a state of flux. After many mainstream English-language news organizations crowded into the Hispanic market over the last decade, often by launching separate Hispanic-oriented outlets, they hit hurdles in 2014, including the closing of both NBCLatino.com and CNN Latino. Also, Fusion – a cable network owned by Univision – shifted its target audience from Hispanics to Millennials. In 2015, Hispanic-focused outlets made little progress in growing their audiences, and some saw some further setbacks. For instance, MundoFox’s news division shuttered when Fox sold its stake in the venture.

While domestic news outlets struggle to successfully target the Hispanic population in the U.S., U.S. Hispanic viewers are receiving content from foreign outlets with focuses in Latin America – this includes Azteca America, the network owned by the Mexican company TV Azteca, and Mexican mass media company Televisa. At the same time, branches of mainstream domestic news organizations such as the New York Times’ new Spanish-language site based in Mexico City and CNN en Español cover news in both the U.S. and Latin America.

Meanwhile, established domestic Hispanic news media and traditional platforms – such as daily newspapers – struggled in 2015, alongside the rest of the mainstream media. Print circulation at daily newspapers declined. Univision, the largest Hispanic organization in television news, suffered viewership losses for some of its key news programs for the second year in a row, and local affiliate viewership dropped in all key time slots. Revenue at Univision also fell slightly in 2015 after advertising windfalls brought by the World Cup the year before.

Newer platforms and smaller organizations focused on the Latino community, on the other hand, fared better by a variety of measures. Smaller weekly and semiweekly print papers had a brighter year than dailies in terms of circulation changes: Almost half of the 25 weeklies and semi-weeklies studied by Pew Research Center increased circulation year-over-year. Meanwhile, the two dailies whose print circulation dropped most dramatically both saw increases in online traffic. Telemundo – the second largest Spanish-language TV news outlet in the U.S. – gained digital audiences, driven by a large increase in their mobile traffic, and saw increases in average viewership for its flagship news program.

Newspapers

There are four U.S. Hispanic newspapers listed in the Editor and Publisher DataBook as “daily” – three of these – El Diario La Prensa, El Nuevo Herald and La Opinion – have data audited by the Alliance for Audited Media.1 For all three of these, circulation fell for the second year in a row – in the midst of a year that showed declines in major English-language daily newspapers as well.

Major Spanish dailies see continued circulation drop in 2015

 Newspaper 2014 (Total average Monday-Friday circulation) 2015 (Total average Monday-Friday circulation)
El Diario La Prensa (New York) 32,150 29,339
El Nuevo Herald* (Miami) 46,960 40,315
La Opinión (Los Angeles) 64,260 49,953
+La Opinión Contigo 116,060 100,775

* Publisher statement was used.
Note: Circulation for La Opinión here is presented both including and not including the average circulation for La Opinión Contigo, which is a free weekly insert. Alliance for Audited Media data for El Nuevo Herald is for six months ended Sept. 30 through 2014, and for three months ended Sept. 30 for 2015.
Source: Alliance for Audited Media.
"State of the News Media 2016"

Pew Research Center

Los Angeles’ La Opinion, the largest Spanish-language daily newspaper in the U.S., dropped in average circulation by 22% (when its free weekly insert, La Opinion Contigo, is included, total circulation appears much higher, but still shows a drop of 13% in 2015 over 2014). Circulation for El Nuevo Herald, the sister paper of The Miami Herald, fell by 14% over the same period. El Diario La Prensa, based in New York City, saw the lowest drop in circulation of 9%. However, the publication also dealt with significant layoffs: 15 staffers were cut in January of 2016.

The digital space presented better prospects for these dailies in 2015. Two of the three saw average monthly unique visitors for their total digital readership increase from the fourth quarter of 2014 to the fourth quarter of 2015. These increases were largely driven by mobile traffic, while desktop traffic remained about the same. A likely factor influencing this pattern is that Hispanics are more likely than whites to be smartphone-dependent, meaning they don’t have a broadband connection at home and have few other options for going online; this is true even though smartphone ownership rates are similar for the two groups.

(For this and the analysis of digital traffic for Hispanic network television below, Pew Research Center analysts worked directly with comScore to identify and remove from the sample web entities whose traffic shifts over time were the result of changes in how those entities are measured by comScore, rather than organic changes in audience behaviors.)

Weekly and semiweekly Hispanic newspapers represent a large portion of the Hispanic print media market. While there were only three dailies for which audited circulation was available, researchers identified 25 audited weeklies, with many that have an average circulation of more than 100,000 per week. Weeklies are generally centered in regions with high Hispanic populations: The publication with the highest circulation, El Especialito, is based in New Jersey and distributed around New Jersey and New York City, and the next two largest publications are based in Los Angeles and Houston, respectively. More than half (14) are based in Texas or California.

2014-2015 circulation for Hispanic weeklies and semiweeklies

Newspaper 2014 (Total average weekly circulation) 2015 (Total average weekly circulation)
El Especialito
(Union City, N.J.)*
250,022 253,463
Impacto USA
(Los Angeles)
187,228 207,428
La Voz de Houston
(Houston)*
207,025 190,419
La Raza Newspaper
(Chicago)
153,620 153,620
Semana News
(Houston)*
129,936 134,240
Al Día
(Dallas)*
113,384 124,866
Hoy Los Ángeles
(Los Angeles)*
114,378 114,735
La Estrella En Casa
(Fort Worth, Texas)
112,061 112,002
La Opinión de la Bahía
(San Francisco)
(formerly El Mensajero)
103,800 103,800
El Paso y Más
(El Paso, Texas)
 61,375 72,750
El Periódico USA
(McAllen, Texas)*
67,638 67,565
Mundo Hispánico
(Atlanta)*
63,414 63,901
El Tiempo
(Las Vegas)*
51,308 58,101
El Tiempo Latino
(Washington metro area)*
49,967 49,273
Vida en el Valle
(Fresno, Calif.)*
45,667 46,169
Vida en el Valle
(Modesto, Calif.)
43,785 43,681
Al Día
(Philadelphia)
41,984 41,618
La Prensa
(Longwood, Fla.)
35,000 35,000
Vida en el Valle
(Sacramento, Calif.)*
33,957 34,511
La Voz Bilingüe
(Denver)*
29,884 32,000
Washington Hispanic
(Washington metro area)*
30,590 30,204
El Pregonero
(Washington metro area)*
24,975 25,000
Ahora Sí
(Austin, Texas)*
19,885 17,673
Bajo El Sol
(Yuma, Ariz.)*
15,000 15,000
El Nuevo Heraldo
(Brownsville, Texas)*
4,025 2,702

* Publishers statements were used.
Note: Data reflect the most recent published statements in 2015 and the 2014 statement for the corresponding month.
Source: Alliance for Audited Media.
“State of the News Media 2016”

Pew Research Center

These weekly and semiweekly publications fared somewhat better in circulation than the three dailies mentioned earlier. For the 25 publications identified by Pew Research Center with audited data, total combined circulation increased slightly by 2%, and almost half (12 of the 25) saw an increase in 2015.

Network Television

Univision, launched in 1962, currently has the largest audience of any Hispanic-oriented TV news network in the U.S. While 2015 was not as bad as 2014, when all of its news programs saw audience declines, the year showed more losses than gains.

Univision's Al Punto drops steeply in audience

 Program 2012 2013 2014 2015
Al Punto 778,000 826,000 802,000 684,000
Aquí y Ahora 1,798,000 1,931,000 1,655,000 1,611,000
Noticiero Univision 1,852,000 2,053,000 1,899,000 1,857,000
Noticiero Univision: Edición Nocturna 1,583,000 1,541,000 1,396,000 1,273,000
Primer Impacto 1,518,000 1,617,000 1,436,000 1,487,000

Note: Viewership corresponds to the average of quarter-hour audience per time slot for all market affiliates.
Source: Nielsen Media Research, used under license.
“State of the News Media 2016”

Pew Research Center

Following a peak of about 2 million viewers in 2013, the average audience for Univision’s flagship news program Noticiero Univision was down 2% to 1.86 million viewers in 2015 compared with 2014. Noticiero Univision: Edición Nocturna, the late-night weekday newscast, meanwhile, fell 9% for the second year in a row. Sunday morning political talk show Al Punto fell by 15% from 2014. Primer Impacto, Univision’s 5 p.m. weekday program, and the Sunday evening news program Aquí y Ahora saw slight changes with +4% and -3% changes respectively.

Telemundo’s flagship Noticiero Telemundo grew its audience by 11%, the same growth rate as the year prior. However, unlike last year’s increases across programs, neither of Telemundo’s other programs showed such dramatic growth: Its early evening news program Al Rojo Vivo remained about the same, while Sunday morning talk show Enfoque fared the worst for the network with a 7% drop in 2015.

Telemundo's flagship Noticiero Telemundo continues to grow in 2015

Program 2013 2014 2015
Al Rojo Vivo 1,009,000 1,121,000 1,120,000
Enfoque 155,000 181,000 168,000
Noticiero Telemundo 771,000 854,000 949,000

Note: Viewership corresponds to the average of quarter-hour audience per time slot for all market affiliates.
Source: Nielsen Media Research, used under license.
“State of the News Media 2016”

Pew Research Center

After celebrating an 11% growth the year before, Univision’s total revenue fell slightly by 2% in 2015. Advertising revenue overall fell by 10%, including a 10% drop for television advertising and a 14% drop for digital advertising.2 The FIFA World Cup boosted revenue for Univision in 2014, which somewhat explains the slight drop off in 2015 from that peak.

Univision revenue decreases somewhat in 2015

2014 (Annual total revenue) 2015 (Annual total revenue)
Total Revenue $2,911,400,000 $2,858,400,000
Media Networks $2,601,800,000 $2,575,900,000
Radio $309,600,000 $282,500,000

Note: Media Networks includes television and digital revenue.
Source: Univision press releases and SEC filings.
"State of the News Media 2016"

Pew Research Center

Telemundo’s revenue is not available for analysis, as its parent company, Comcast, does not provide network-specific revenue.

Meanwhile, online, mobile makes up a very large portion of traffic (unique visitors) for both Telemundo.com and Univision.com. During the fourth quarters of 2014 and 2015, both networks drew higher average monthly unique visitors from mobile devices than from desktop computers. Comparing the change from the fourth quarter of 2014 to the fourth quarter of 2015, mobile traffic fared better than desktop for both networks’ websites. Desktop visits to both websites, however, were longer than mobile visits in average monthly minutes per visit for the fourth quarters of both 2014 and 2015.3

Local TV

In addition to Univision’s network programming, there are 41 Univision-affiliated local broadcast stations for which Nielsen provides news program viewership data. The audience for Univision’s local affiliate news programs is substantial, with about 1.5 million average viewers for early evening and late night news. In 2015, though, these local programs saw a considerable drop in viewership from 2014 – morning news program average viewership dropped 13%, early evening news dropped 5% and late night news dropped 11%.

Univision affiliates' viewership down in 2015

2013 2014 2015
Morning news 212,000 215,000 187,000
Early evening news 1,654,000 1,616,000 1,540,000
Late night news 1,871,000 1,777,000 1,584,000

Note: Viewership corresponds to the average of quarter-hour audience per time slot for all market affiliates. Morning news: 5-7 a.m.; Early evening news: 5-7 p.m.; Late night news: 11-11:30 p.m.
Source: Nielsen Media Research, used under license.
"State of the News Media 2016"

Pew Research Center

Nielsen also provides news program viewership for 33 Telemundo affiliated stations, and viewership increased by about a third in 2015 for both morning news (37%) and late night news (35%), while early evening news remained about the same in 2015 compared with 2014.

Telemundo affiliates' viewership increase for morning, late night news in 2015

 Affiliate 2013 2014 2015
Morning news 25,000 60,000 82,000
Early evening news 585,000 731,000 729,000
Late night news 597,000 679,000 920,000

Note: Viewership corresponds to the average of quarter-hour audience per time slot for all market affiliates. Morning news: 5-7 a.m.; Early evening news: 5-7 p.m.; Late night news: 11-11:30 p.m.
Source: Nielsen Media Research, used under license.
"State of the News Media 2016"

Pew Research Center

Radio

There are 31 stations with a primarily Spanish news format in the U.S. that report their annual revenue. These stations are by no means dispersed evenly throughout the U.S. – about a third (11) are in Florida, with 6 in Miami-Dade county alone.

Revenues at Spanish news radio stations continue to decline

Year Average station revenue
2008 $1,328,000
2009 $949,000
2010 $1,028,000
2011 $1,005,000
2012 $977,000
2013 $936,000
2014 $875,000
2015 $855,000

Source: BIA/Kelsey.
"State of the News Media 2016"

Pew Research Center

From 2014 to 2015, revenue for these stations declined slightly by 2%. That is a smaller decline than in the past three years, according to BIA/Kelsey data. Still, the overall picture does not bode well. Since 2010, revenue for these Spanish news format stations has declined by 17%. Univision-owned stations make up about a third (10) of the stations from BIA/Kelsey data, and the company’s radio revenue dropped by 9% in 2015, according to its financial reports.

Newsroom workforce

In the broader newsroom workforce, 4% of the total workforce is Hispanic, according to the latest available data from the American Society of News Editors. This figure has held about steady for the last decade, even though the total newsroom workforce has declined in size.

Hispanic newsroom employment as a percentage of total employment remains steady

Year Total workforce Total Hispanic
2005 53,134 2,323
2006 53,561 2,409
2007 55,045 2,404
2008 52,598 2,346
2009 46,670 2,087
2010 41,419 1,912
2011 41,609 1,889
2012 40,566 1,650
2013 37,982 1,518
2014 36,722 1,637
2015 32,875 1,377

Note: Number of journalists working at U.S. daily newspapers.
Source: American Society of News Editors.
"State of the News Media 2016"

Pew Research Center

  1. Resumen Newspaper does not have circulation data in Alliance for Audited Media. Puerto Rican newspapers are not included in this analysis.
  2. Univision no longer reports total revenue by television or digital.
  3. comScore Media Matrix Multi-Platform and Desktop only, minutes per visit and unique visitors, October-December 2014 and October-December 2015, U.S. Data provided by comScore includes both desktop and mobile traffic via websites and, where available, associated mobile apps.