Increas in Hispanic TVs

Nielsen Charts Increase In Hispanic TV Homes
by Wayne Friedman, Media Post

The number of Hispanic TV homes continues to outpace the market overall.

The Nielsen Co. says Hispanic TV homes showed a 2.3% increase for the 2009-2010 TV season, to 12.95 million. Nielsen's overall projections are that the entire U.S. TV home population will grow 0.3% to 114.9 million, up from 114.5 million in the previous year.

African-American TV homes will be 14.0 million, a 0.3% rise over the season before. Asian TV homes will be at 4.78 million, a 0.8% gain.

In terms of total viewers, there will be a similar rise among all TV homes. Hispanic TV viewers will climb 2.4% to 44.3 million; African-American viewers will be at 37.5 million, a 1.3% gain; and Asian TV viewers will stay the same versus a year ago, at 14.5 million.

The two biggest Hispanic markets continue to be Los Angeles and New York: Los Angeles now with 1.87 million Hispanic homes and New York with 1.25 million. LA grew about 14,000 homes and New York about 9,000 homes year-to-year. The next-biggest market -- Miami-Fort Lauderdale -- is around half of New York's numbers, at 666,230 homes.

Overall, Nielsen projects that total TV viewers in the U.S. will increase slightly to 292 million for the 2009-2010 season.

As has been previously released, the biggest changes in regard to local markets come in Southern cities. New Orleans is growing a big 5.2% from a year ago to 633,930 TV homes, as residents continue to return after Hurricane Katrina. At the same time, Nielsen says four Florida markets are down -- Tampa, Miami, Fort Myers and Tallahassee -- partly the result of declines in domestic migration.

New York -- the biggest U.S market -- added more homes than any market: 59,710, to land at 7.49 million.