Growth of Hispanic Television
Friday, July 1, 2005
Hispanic television stations growing in numbers and in shares
In May 2005, the Census Bureau reported that the U.S. Hispanic population passed 40 million, giving this demographic group tremendous impact on how local television stations are operating and expanding both within current and new markets.
According to BIA Financial Network Inc., local television stations affiliated with Hispanic networks such as Univision, TeleFutura, Telmundo and TV Azteca has increased by 56% over the past five years. These Hispanic stations are experiencing significant increases in both local audience share and resulting advertising revenues.
The chart below shows the annual growth rate for revenues for all stations and then those affiliated with a Hispanic network.
The percentage change reflects not only the improved revenue position of these Hispanic network affiliates, but the fact that there have been steady increases in the number of stations affiliated with these networks. In 2000, 97 such local television stations operated in 44 markets. As of April 2005, there are now 151 television stations with Hispanic network programming operating in 53 markets.
With these numbers, BIAfn believes the future looks bright for stations affiliated with Hispanic networks. As these stations continue to attract larger local audiences from a growing Hispanic population, they can successfully turn those audiences into local advertising revenues.
|
