January 25, 2012

New Push for Hispanic TV Audiences

% Change in Audience
Univision 6
Fox -6
CBS -8
ABC -8
NBC -10

6% – Univision’s increase in audience (18-49) in 2011—the only top-five network to see growth for the year

On January 23rd NewsCorp announced a new Spanish-language broadcast network, MundoFox, to debut this fall. In doing so, it enters the growing market for Spanish-speaking viewers. Univision, the number one Spanish language network, will be adding to its arsenal as well. The company recently signed its first affiliate deal for three new channels on Dish Network—including a 24 hour news channel—which are scheduled to go live in this spring.

Spanish language television, and particularly Univision, has seen tremendous growth over the last several years, and now competes in many timeslots with the major English-language networks.

In 2011, indeed, Univision was the only top-five network to see an overall increase in audience.  The channel’s adult audience (18-49) grew 6% from its 2010 numbers (and grew 8% in prime time). By contrast, ABC (-8%), CBS (-8%), NBC (-10%) and Fox (-6%) all saw declines in overall audience. Telemundo, the second largest Spanish-language station in the U.S. trails far behind Univision, but it, too, had record breaking 2010-2011 broadcast season. The network averaged more total viewers in prime time than it ever had before. During its Monday-Friday primetime, it had an average of 662,000 viewers among adults 18-49, an increase of 9% from the season before. Read more about PEJ’s research on Hispanic Media

With more than 50 million Latinos viewers in the U.S., a number that is expected to rise further in coming years, these companies are banking on strong showings for their networks.