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Facts and Figures About the Hispanic Market

POPULATION:
	Census 2000	2003 Update
	35,305,818	40,889,041
THE HISPANIC FAMILY:
	Household Size	Total Hispanic %
	1	9.1
	2	19.2
	3	17.1
	4	21.4
	5	14.5
	6+	18.7
AVG.HOUSEHOLD INCOME LEVEL:
	$35,886
BUYING POWER:
	2003	2008
	$652.6 Billion	$1014.2 Billion (Projected) +55.4%

HISPANIC TELEVISION STATS:
Hispanic TV Penetration (Universe Estimates)
Month/Year	Hispanic HHs Based on Total TV HHS		Hispanic Cable Plus Subscribers Based on Total Hispanic TV HHs
	%	AA(000)	%	AA(000)
Jan-2001	8.7	8,940,000	62.0%	5,540,000
Jan-2002	9.7	10,200,000	63.0%	6,430,000
Jan-2003	9.1	9,370,000	65.3%	6,350,000
Jan-2004	9.8	10,570,000	67.2%	7,100,000

HISPANIC CABLE PENETRATION BY HOUSEHOLD SET INFORMATION:
Year	Analog Cable	Digital Cable	ADS
2002	46.9%	7.4%	12.1%
2003	49.4%	19.7%	16.5%
2004	41%	16.6%	17.2%
Total Penetration=72.6 (NHPM Sample Counts)

CABLE AND SATELLITE PENETRATION BY LANGUAGE:
Total	72.5%
English Dominant	77.0%
Spanish/English Equal	75.4%
Spanish Dominant	66.2%

LANGUAGE STRATIFICATION:
Demo	% Spanish Dom.	% English Dom.	% Bilingual
Households	45%	34%	21%
Men 18+	48%	29%	23%
Women 18+	44%	32%	24%
Teens	41%	32%	27%
A 18+	46%	30%	23%
Kids	52%	25%	22%

TELEVISION VIEWING:
Hispanics households watch slightly more television than the total US, but Hispanic Persons 2+ watch considerably less:
	Household Hours	55:47	Personal Hours	24:53
Total US	Household Hours	55:26	Personal Hours	30:55

Source: Nielsen Media Research; UGA Selig Center

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