Spanish-Language Broadcasters Gain Visibility, Growing Ad Spend In U.S.

“The media world took notice when WXTV emerged with the largest audience in Hispanic households for prime time during the July ratings sweeps in the New York City market for the coveted demographic categories of adults ages 18-49 and 25-54. In Hispanic households, Nielsen Media ranked the Spanish-language station ahead of Fox, NBC and all other English-language outlets, which were vulnerable with their summer rerun programming.

The ratings victory is the latest in a series of breakthroughs for Spanish-language network TV advertising, which amounted to $1.6 bil. in 2005, according to Kagan Research report Economics of Hispanic Television in the U.S.”Despite accounting for approximately 14% of the U.S. population, the Hispanic audience has been the ‘forgotten demo,’” says Deana Myers, senior analyst at Kagan Research. “That has changed as advertisers look to target this group’s rapidly growing buying power.” “

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