More than Recession Impacting Hispanic TV Ratings and Advertising
Analysis of: Harsh times for Spanish-language TV
(This analysis is solely the work of the author. It has not been edited or endorsed by GLG.)
James Meyers, MS. EBA Chief Executive Officer, GLGroup.com
Implications: 1. When U.S. Hispanics turn on their televisions over half are tuning to English language programs. 2. Younger Hispanic viewers are not the only major segment in front of English language TV.
Analysis: According to the Census Bureau, in 2007, some 15.1% of the U.S. population, 45.4 million people, were Hispanic. Of these 45 plus million people, language preference at home is 43% English and 52% Spanish. According to a recent Ipsos U.S. Hispanic Omnibus study, when Hispanics turn on their televisions over half of them are tuning to an English language program. Mixing languages does not complicate the lives of United States Hispanics who are living with ease in both worlds - one that is in English and the other that is in Spanish, concludes the report. U.S. Hispanics switch back and forth from Spanish language soap operas to the English language evening news effortlessly.
Most marketers address Hispanic targeting by segmenting the market into groups such as first generation, second generation, third generation, acculturated, assimilated, etc. Hispanics and marketers alike have been confused as to what generation or group they correspond to.
To make Hispanic marketing even less definitive, younger Hispanic viewers are not the only dominant segment in front of English language TV. Hispanics, aged 18-34, are actually less likely (54%) than older Hispanics, aged 55+, to prefer English language television (61%). Other statistics to be aware of when predicting the growth of Hispanic television advertising:
- 52% of Hispanics aged 35-54 prefer English language television.
- 45% percent of Hispanics with children in the household say that they prefer Spanish language television.
- 63% of Hispanic households without children are highly likely to prefer English television.
- 80% of College educated Hispanics prefer English language television.
Dual language viewership plus a maturing of the market can at least partially explain the slowing in growth of ratings for the Hispanic networks Univision and Telemundo.