Univision teaches English-language rivals a lesson

In a watershed, it's beating them for viewers in the coveted demographic of viewers ages 18 to 49.

By Jonathan Berr Jul 24, 2013 3:14PM
Univision logo on a microphone during an interview (© Jeff Greenberg/Alamy)Earlier this year, Univision made headlines when it topped Comcast's (CMCSA) hapless NBC TV network. Well, that wasn't a fluke. The Spanish-language broadcaster has now topped all the English-language broadcast networks in a key audience segment.

According to The Associated Press, Unvision averaged 1.81 million viewers ages 18 to 49, the demographic advertisers most covet, so far in July. That surpassed NBC, 21st Century Fox's (FOXA) Fox network and CBS (CBS), which attracted audiences of about 1.5 million each. Walt Disney's (DiS) ABC pulled in 1.15 million.

Although the networks are running summer reruns in prime time, this is still a watershed for Spanish-language media, and the others will no doubt redouble their efforts to attract these viewers, whose numbers are only rising.

Data from the Pew Hispanic Center shows the Latino population surged more than 47% between 2000 and 2011, and now stands about 51.9 million. Many states, such as South Carolina, Nevada and Wisconsin, have more than doubled their Latino populations over the past decade. The estimated purchasing power of the Latino community is about $1.2 trillion.
 
"It wouldn't surprise me in a few years if Univision isn't the top 18-to-49-year-old network during a season," Media researcher Brad Adgate told AP.

An even bigger plus for Univision is the overall youth of its audience, which averages 37, or about two decades younger than ABC, CBS and NBC. Advertisers believe that younger viewers are more apt to change their brand loyalties, and some will pay premium rates to reach that coveted demographic.

Univision Communications was taken private in 2007 through a $12.3 billion deal led by media mogul Haim Saban.

Jonathan Berr does not own shares of the listed stocks. Follow him on Twitter @jdberr.

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4Comments
Jul 24, 2013 11:48PM
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The UNITED STATES is making it too easy to be here. You don't have to learn the language, we'll accomodate you. Let's make our citizens learn your language to get a job in their OWN country. When does the pendulum shift in our favor? They get the jobs, our health care and welfare programs that people like me (part time minimum wage with no kids) don't qualify for as a citizen. It's FUBAR!
Jul 24, 2013 8:30PM
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The refusal of latinos to learn to speak English the most disrespectful thing in this country today. It shows that they are only  here to take from anyone they can. They didnot come here to be Americans.
Jul 24, 2013 6:15PM
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That means there are more illegals here stealing TV's. If we get rid of the 11 million illegals their audience will drop off. These young illegals don't got no money to spend except for drugs.
Jul 24, 2013 6:22PM
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All U.S television broadcasts should be in English. That would give them an incentive to learn our language. It's only fair since they take all the government handouts. They don't work or go to school so they have plenty of time to watch to watch TV.
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