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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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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.