In the Office

There’s More than One Way to Skin a Gato – Part 3

UnivisionDishSpanish-language television.

Small potatoes ratings-wise, right?

Well, you might want to consider this.

As early as 2002, the Spanish-language television network Univision was beating out all other stations in the New York, Chicago, and Los Angeles markets in 18- to 34-year-olds throughout the day.

That’s all other stations —

English and Spanish.

And in all three markets, Univision‘s early evening local news drew more 18- to 34-year-olds than ABC, CBS, and NBC.

Combined.

By 2004, Univision‘s North Carolina station, WUVC-TV, beat ABC and NBC outright and tied with CBS for the Number One spot in the highly desirable 18- to 34-year-old male segment.

Which means that as many men 18 to 34 were watching telenovelas on WUVC as were watching Everybody Loves Raymond or CSI: Crime Scene Investigation on WRAL.

In October 2004, the final episode of a Univision telenovela delivered more 18- to 49-year-old viewers than ABC, CBS, FOX, WB, or UPN.

Nationwide.

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And in July 2006, Univision scored another impressive landmark.

Its 18- to 34-year-old viewership in prime time beat every network but FOX.

For an entire week.

Top-rated English-language shows may not even register among Hispanics.

In fact, in 2005 only four English-language shows made it into the top 40 among Latino viewers: American Idol ranked highest at 29, with Desperate Housewives, CSI, and The Simpsons trailing behind.*

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And Univision is not alone.
Spanish-language television is expanding and targeting specific niches within the larger Latino market.

In fact, today more than 70 cable and dozens of local independent stations offer Spanish-language programming.

Which is good for advertisers.

Because it means we can target Latinos more precisely for you.

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Next time we’ll talk about whether you should advertise in English or Spanish.
And why it makes a difference.
Stay tuned.

*Source: International Communications Research, 2005.