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.
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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