CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200

Back to Web Site

 

The Hispanic Cable Viewer: Share of Viewing to Cable by Language and Demo

Outlined in the tables below are shares of impressions for both English and Spanish Language Cable by various demos for Hispanic Cable Households, Spanish Dominant Households and Total Hispanic Households. In other words, the percentages represent the share of viewing to that particular language (English or Spanish) that is to Cable. Additionally, the tables show the growth from 2002 within the same universes, demos and dayparts.

ENGLISH LANGUAGE CABLE VIEWING:

It is increasingly obvious that when Hispanics watch English Language TV, they watch cable. One key factor is the fact that programming on English language broadcast is not as diverse. Additionally, considering that Hispanics love Sports, the offerings on cable cannot be beat! The numbers reveal that across all dayparts and demos (with some exceptions within W18-49), cable television is the dominant force.

SPANISH LANGUAGE CABLE VIEWING:

As Hispanic television viewers continue to seek choice in their viewing experiences, Spanish language cable continues to grow in leaps and bounds across all dayparts and demos. For the most part almost, shares within all universes have increased significantly, nearly doubling those in 2002. Since much of the programming is targeted to kids, teens and men the highest levels of growth are seen within these groups,but women's viewership rose as well. As a matter of fact, women’s viewership during Primetime had triple digit increases in all universes.

KIDS 2-11 VIEWING TO SPANISH-LANGUAGE CABLE KIDS:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
8.9
5.9
3
50.8%
5.5
4
1.5
37.5%
5.5
3.5
2
57.1%
Primetime
7.9
3.7
4.2
113.4%
4.6
1.9
2.7
142.1%
4.5
1.9
2.6
136.8%
Total Day
10.6
5.3
5.3
100.0%
6.3
2.9
3.4
117.2%
6
3
3
100%
Weekend
9.7
3.8
5.9
155.3%
5.5
6.4
-0.9
-14.1%
5.4
6
-0.6
-10.0%

KIDS 2-11 VIEWING TO ENGLISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
88.9
82.6
6.3
7.6%
78.2
63.1
15.1
23.9%
76
66
10
15.2%
Primetime
75.7
70.4
5.3
7.5%
 63.2
55
8.2
14.9%
58.6
53
5.6
10.6%
Total Day
84.6
77.4
7.2
9.3%
 70.4
58
12.4
21.4%
68.2
60
8.2
13.7%
Weekend
87
80.1
6.9
8.6%
 69.9
57
12.9
22.6%
70.3
62.2
8.1
13.0%

TEENS 12-17 VIEWING TO SPANISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
9.8
6
3.8
63.3%
7.1
3.8
3.3
85.8%
5.6
3.3
2.3
70.9%
Primetime
7.3
2.3
5
217.4%
5
1.2
3.8
316.7%
4.2
1.3
2.9
223.1%
Total Day
9.6
4.6
5
108.7%
7.4
3
4.4
146.7%
6.3
2.6
3.7
142.3%
Weekend
14.5
8.7
5.8
66.7%
10
5.6
4.4
78.6%
8
5
3
60.0%

TEENS 12-17 VIEWING TO ENGLISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
77.3
61
16.3
26.7%
60.9
48.4
12.5
25.8%
61
45.4
16
35.2%
Primetime
61.5
56.6
4.9
8.7%
52
46.2
5.8
12.6%
45.1
37.6
7.5
19.9%
Total Day
72.3
63
9.3
14.8%
57.7
51.1
6.6
12.9%
54.7
43.5
11.2
25.7%
Weekend
81.7
74.5
7.2
9.7%
59
57.8
1.2
2.1%
62.8
53.5
9.3
17.4%

W18-49 VIEWING TO SPANISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
4.5
4.4
0.1
2.3%
2.7
3.1
-0.43
-13.9%
2.7
2.7
0
0.0%
Primetime
6
2.1
3.9
185.7%
3.6
1.2
2.4
200.0%
3.5
1.2
2.3
191.7%
Total Day
6
4
2
50.0%
3.7
2.5
1.2
48.0%
3.6
2.3
1.3
56.5%
Weekend
9.7
9.6
0.1
1.0%
5.2
6.1
-0.9
-14.8%
5
5.7
-0.7
-12.3%

W18-49 VIEWING TO ENGLISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
52.5
56
-3.5
-6.3%
48.3
54.5
-6.2
-11.4%
37.3
43.2
-5.9
-13.7%
Primetime
50.2
48
2.2
4.6%
43.4
46.5
-3.1
-6.7%
36.3
36
0.3
0.8%
Total Day
59.8
56
3.8
6.8%
50.3
50.5
-0.2
-0.4%
43
42.4
0.6
1.4%
Weekend
81.2
49
32.2
65.7%
58.3
58
0.3
0.5%
60.5
59.8
0.7
1.2%

M18-49 VIEWING TO SPANISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
9.7
4.9
4.8
98.0%
6.0
3.1
2.94
94.85%
6.2
2.9
3.3
-5.4%
Primetime
9.5
5.5
4
72.7%
4.7
2.6
2.1
80.8%
5.3
3.2
2.1
7.1%
Total Day
10.3
8
2.3
28.8%
5.8
4.2
1.6
38.1%
6
4.6
1.4
9.8%
Weekend
11.7
19
-7.3
-38.4%
6.4
10.6
-4.2
-39.6%
6.4
10.8
-4.4
19.8%

M18-49 VIEWING TO ENGLISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
68.4
68.4
0
0.0%
49.5
56.4
-6.9
-12.2%
50.2
53.1
-2.9
-5.4%
Primetime
57.5
54.8
2.7
4.9%
53.5
50
3.5
7.0%
45.4
42.4
3
7.1%
Total Day
66.3
62.8
3.5
5.6%
57.4
53.1
4.3
8.1%
52.9
48.2
4.7
9.8%
Weekend
79.7
69.9
9.8
14.0%
65.2
55.9
9.3
16.6%
65.9
55
10.9
19.8%

P18+ VIEWING TO SPANISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
6.1
3.7
2.4
64.9%
3.9
2.3
1.58
68.7%
3.9
2.3
1.58
68.7%
Primetime
7.2
3.2
4
125.0%
4.1
1.6
2.5
156.3%
4.3
2
2.3
115.0%
Total Day
7.3
4.7
2.6
55.3%
4.4
2.6
1.8
69.2%
4.4
2.9
1.5
51.7%
Weekend
10.5
12.9
-2.4
-18.6%
5.8
7.7
-1.9
-24.7%
6
7.7
-1.7
-22.1%

P18+ VIEWING TO ENGLISH-LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
54.6
55.7
-1.1
-2.0%
51.0
51.1
-0.08
-0.2%
42.8
44.1
-1.33
-3.0%
Primetime
54.6
51
3.6
7.1%
52.8
47
5.8
12.3%
42.9
39.2
3.7
9.4%
Total Day
61.7
56.8
4.9
8.6%
56.5
50.6
5.9
11.7%
49
43.8
5.2
11.9%
Weekend
79.3
70.7
8.6
12.2%
64.6
57.3
7.3
12.7%
64.3
56.8
7.5
13.2%

TOTAL HH'S HISPANIC SHARE OF VIEWING TO SPANISH LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
6.6
4.1
2.5
61.0%
4.3
2.6
1.7
66.5%
4.3
2.6
1.7
63.5%
Primetime
7.7
3.3
4.4
133.3%
4.6
1.7
2.9
170.6%
4.8
2
2.8
140.0%
Total Day
7.7
4.7
3
63.8%
4.9
2.8
2.1
75.0%
4.8
3
1.8
60.0%
Weekend
10.9
11.7
-0.8
-6.8%
6.1
7
-0.9
-12.9%
6.3
6.9
-0.6
-8.7%

TOTAL HH'S HISPANIC SHARE OF VIEWING TO ENGLISH LANGUAGE CABLE:
Hispanic Cable HH's
Spanish Dominant
Total Hispanic HH's
2004
2002
+/-
Growth
2004
2002
+/-
Growth
2004
2002
+/-
Growth
Daytime
63.1
63.1
0
0.0%
59.7
55
4.7
8.5%
51
50.1
0.9
1.8%
Primetime
59
56.5
2.5
4.4%
52.9
50.3
2.6
5.2%
46.5
43
3.5
8.1%
Total Day
66.5
62.5
4
6.4%
58.6
53.5
5.1
9.5%
53.4
47.7
5.7
11.9%
Weekend
80.2
73.5
6.7
9.1%
64.2
58.2
6
10.3%
65.3
48
17.3
36.0%

Source: Nielsen Media Research Custom Analysis (01/26/04 – 2/29/04)
English Broadcast: ABC, CBS, NBC, FOX,PAX , UPN,WB
English Language Cable: All measured ad-supported English language cable networks
Spanish Broadcast: Telemundo, Univision, Telefutura
Spanish Language Cable: Discovery en Espanol, Galavision, mun2, CNN Espanol, Fox Sports en Espanol and MTV Espanol, Canal Sur, Gol TV and VHUno.

# # #

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