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The Hispanic Cable Viewer: Reaching the Viewers That Count

Hispanic cable viewers are more upscale than broadcast viewers, this follows the general market trend. This difference is visible in their education, occupation, income and spending habits. These consumers represent the prime prospects that advertisers seek.

Outlined below are key comparisons of the two groups:

THE HISPANIC CABLE FAMILY:
Household Size	Cable Plus	Non-Cable
1	7.8	12.5
2	19.1	19.3
3	17.1	17.1
4	21.8	20.4
5	15.0	13.2
6+	19.1	17.5

HIGHER LEVELS OF EDUCATION ATTAINMENT:

• 66% of Hispanic High School Graduates have Cable
• 73% Of Hispanic College Graduates have Cable
• 86% of Hispanic with Graduate Degrees have Cable

OCCUPATIONAL ADVANCEMENT:
	Cable Plus	Non-Cable
Office & Administrative Support	116	86
Mgmt./Business/Financial Professions	124	59
Healthcare Professionals	108	64
Employees of Fortune 500 Companies	118	94

MORE HISPANIC DOLLARS:
	Cable Plus	Non-Cable
Household Income of $75,000 or more	116	69
Household Income of $40,000-$50,000	117	64

INCOME LEVELS:
	Cable	Non-Cable
	$53,466	$39,393

HISPANIC CABLE HOUSEHOLDS REPRESENT A $379.6 BILLION MARKETPLACE:

• 75% Of Hispanics with homes valued over $200,000
• 84% of Hispanic 2003 New Car Buyers
• 74 % of Hispanic Computer owners
• 78 % of Hispanic va cationers that spend more than $1,000 per trip
• 68% of Hispanic Timeshare Owners
• 73% of Hispanic Credit card users
• 67% of Hispanic Cell phone users
• 73% of Hispanic Life insurance owners
• 73% of Hispanic Brokerage account holders

Source: Simmons 2003 Hispanic Study, Base Hisp A18+

REASONS WHY HISPANICS ARE EFFECTIVELY REACHED BY CABLE:

• The Viewer – More upscale, more brand loyal, more likely to be prime targets for marketers seeking to reach desirable consumers.
• Go Beyond Numbers – Hispanic Cable yields highly targeted and desirable Audience Composition vs. Broad Reach.
• Enhanced Media Mix – Cable works well as an overlay to Hispanic broadcast spot buys, delivering key audiences segments that are underdelivered by broadcast like Hispanic Males, Youth, The New Latina and Kids.
• Frequency & Recency – Greater efficiencies than Broadcast, cable enables increased frequency and delive ry of adve rtising messages closest to the time of purchase.
• Programming Alternatives With Relevancy – Cable programming is relevant to viewers' interests with specialized topics like cooking, travel, music, weather, sports, adventure, comedy and etc.
• Brand Identity – Cable networks have established brands (many even in Latin America) which allows viewers, even in Hispanic Households to know exactly what type of quality programming to expect.

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