State of Spanish Language Media

The State of Spanish Language Media
2011 Annual Report

The Center for Spanish Language Media
The University of North Texas


2011 Annual Report

A research report compiled by the staff of

The Center for Spanish Language Media
The University of North Texas
1155 Union Circle #310589
Denton, TX 76203-5017
940-565-CSLM (2756)
spanishmedia@unt.edu

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February 2012

The staff of the Center for Spanish Language Media at the University of North Texas is
pleased to present this research report entitled The State of Spanish Language Media for
2011. The information in this report was compiled by graduate research assistants and
Center faculty, and represents, to the best of our abilities—a summary of activities taking
place in the following media industries: radio, television, newspapers, Internet and
advertising, and key transactions. The report concludes with a few projections for 2012.

The Center for Spanish Language Media was established on September 1, 2006 at the
University of North Texas as the first such entity of its kind in the United States, with a
three-fold mission of education, research and professional development. The State of
Spanish Language Media is part of our research mission, to gather and disseminate
research on the key SL media operating in the United States.

Any errors or omissions in this report are the responsibility of the Center for Spanish
Language Media, and do not reflect the opinions of the University of North Texas.

The Center has more research available on our web site at
http://www.spanishmedia.unt.edu.

As we publish this report, we regret to inform you this may be our last annual
compilation. The Center will exhaust our internal funding later this year, and unless we
are successful with new grants and external fundraising efforts, we may not be able to
continue our activities. If that is the case, it will be a loss for everyone interested in
research on Spanish media in the United States. But until that happens, we’ll keep
working.

We welcome your comments and feedback on this report or other activities via email at
spanishmedia@unt.edu

Dr. Alan B. Albarran, Center Director
Christine Paswan, Assistant Director
Jessica Perrilliat, Graduate Research Assistant
Gabe Otteson, Graduate Research Assistant

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Table of Contents
Special Note: A Quick Summary of the 2010 Census Results
Relating to Hispanics iv

Spanish Language Radio Gabe Otteson 1

Spanish Language Television Jessica Perrilliat 9

Spanish Language Print Gabe Otteson 23

Spanish Language Internet G. Otteson & J. Perrilliat 32

Spanish Language Advertising Jessica Perrilliat 40

SL Mergers and Acquisitions Dr. Alan B. Albarran 48

Projections for 2012 Dr. Alan B. Albarran 50

Note: No permission is needed to cite information from this report as long
as authorship credit is given to the Center for Spanish Language Media
using the following suggested reference style:

Center for Spanish Language Media. (2011). The State of Spanish Language Media.
Denton, TX: Author.

iv

Special Note:
A Quick Summary of the 2010 Census Results Relating to Hispanics

Throughout this report, we will be referring to the results of the 2010 Census as a
foundation for our analysis and especially for future predictions and outlooks. Spanish
language media has been growing throughout much of the last decade, so it may not
come as much of a surprise that an increase in the Hispanic population coincides with this
growth. Census data can be a tad dense to pour over, so here we present the relevant
highlights gleaned from the Census Bureau’s 2010 Census Briefs: The Hispanic
Population 2010.

- The Hispanic population grew by 43%, with Hispanics accounting for 56% of the
population increase in the decade between the 2000 and 2010 Censuses. The
Hispanic population is now reported at 50.5 million. This makes up roughly 16%
of the US population.
- Not much of a surprise here, the Latino population remains concentrated is the
Western and Southern states, with 41% living in the West, and 36% in the South.
Hispanics accounted for 29% of the total population in the West, and 16% in the
South.
- The Northeast and the Midwest experienced growth too; the regions accounted for
14% and 9% of the Hispanic population, respectively. Hispanics accounted for
13% of the Northeast’s population and 7% of the Midwest’s.
- Growth rates were highest in the South and the Midwest. In the South, the
Hispanic population grew 57%, a staggering four times the increase of the total
population growth of 14%. The Midwest’s Hispanic population increased by
49%, a mind-boggling twelve times the total population growth in the region
(4%).
- Over half of the Hispanic population continues to reside in the states of
California, Florida, and Texas.
We have more in-depth Census analysis available on our blog:
http://centerforspanishlanguagemedia.blogspot.com/ and the complete 2010 Census
Briefs: The Hispanic Population 2010 is available online at the Census Bureau’s
website: http://www.census.gov/prod/cen2010/briefs/c2010br-04.pdf

Spanish Language Radio 1
Radio

The State of Spanish Language Media Industries:
A Summary of Spanish Language Radio 2011
Gabe Otteson
Center for Spanish Language Media, University of North Texas

At home or away, from dusk to dawn, radio is a valued and primary media platform for
Hispanic consumers’ lives (Arbitron, 2010). In spite of the wide variety of alternatives available
today, radio continues to have a near universal reach to Hispanics. According to Arbitron’s
Hispanic Radio Today 2010 report, radio’s overall reach among Hispanic consumers has
remained constant at 94%-96% since Arbitron began studying Hispanic Radio in 2001 (Arbitron,
2010). Regardless of Spanish-dominant or English-dominant language preference, radio reaches
at least 91% of Hispanic men and women in all age categories under the age of 65 (Arbitron,
2010). The Pew Research Center’s report The State of the News Media 2011 noted that Spanish
language media was faring better in the tough economic environment than their English language
counterparts, and radio is no exception (Guskin & Mitchell, 2011). Spanish radio wasn’t
immune to revenue drops in 2010-2011, when Spanish radio’s “Big Three” (Univision, Spanish
Broadcasting System, and Entravision) all posted revenue loss (Pew Research Center, 2011).
Spanish radio continued to grow, but the same difficult economic environment that hurts radio as
a whole has slowed Spanish radio’s growth to 0.7% from 2010 to 2011 (Pew Research Center,
2011). Data from the 2010 US Census provide Spanish radio broadcasters with a sense of
optimism as articulated by B. Eric Rhodes, publisher of Radio Ink: “This census will turn the tide
for Hispanic radio. Because of the growth of the Latino population, its importance as a
marketing segment will impact all advertisers in America and all radio groups" (PR Newswire,
2011).

PPM – A Follow-Up
The PPM controversy that raged among Spanish-language (and other minority
broadcasters) since 2008 lingers in 2011. Back in 2009, the House Committee for Oversight and
Government Reform subpoenaed information from the Media Ratings Council (an independent
industry body that accredits media ratings systems). The information gleaned from subpoena led
the Committee to conclude that PPM had “persistent problems” with sampling minority
audiences (Shargrin & Warfield, 2009). Lawsuits, later settled, were filed against Arbitron in
early 2009 by officials in New York and New Jersey claiming the PPM data “threatened the
existence of critical media serving minority communities” (New York Daily News, 2009). In
2010, Spanish Broadcasting System (Verrinder, 2010) and Univision (PR Newswire, 2010)
managed to resolve their issues with Arbitron and its PPM system although issues remained with
market accreditation, with only 3 markets having been accredited by the Media Ratings Council.
By October 2011, the MRC had accredited just 14 out of 48 PPM markets, with the other
34 listed as “Currently under Review” (MRC, 2011). In an interview with Radio Business
The State of Spanish Language Media, 2011


Report, MRC CEO and Executive Director George Ivie said Arbitron’s PPM service is
proceeding through the accreditation process slower than usual, saying “It’s a complex thing to
accredit a new service and Arbitron is adjusting the service to meet the compliance needs of the
MRC – and that’s taking time,” (Radio Business Report, 2011 April 1st). Ivie added that PPM is
a unique service and Arbitron’s implementation has evolved over time throughout the
accreditation process (Radio Business Report, 2011 April 1st). Arbitron’s Radio Today 2011
report cites the expansion of the PPM service as a key reason for the rating increases of certain
Spanish-language formats, seemingly contradicting earlier fears of minority under-
representation.
Arbitron continues to confidently push its PPM system as the future of radio ratings
measurement for all languages. The long road to full accreditation of the PPM system will
continue to be an issue to observe for years to come as the process moves on.

Radio Listening Habits
Among Hispanics, men overall spent more time listening to radio than women, with the
exception of teenagers. Time spent listening peaked for both genders in the age group of 45-54.
Hispanic men 45-54 spent on average the most time listening to radio at 18 hours 34 minutes per
week. Among men the next-highest age groups were 55-64 (18 hours, 26 minutes) and 35-44
(17 hours 18 minutes). These age groups also represented the highest listening for women too,
with ages 45-54 at 15 hours, 49 minutes, 55-64 at 14 hours, 50 minutes, and 35-44 at 14 hours,
37 minutes.

Graph 1: Radio Listening Habits among Hispanics

Source: Advertising Age Hispanic Fact Pack 2011



Curiously, girls and young women (12-17 and 18-24) spent more time listening to radio than
their male counterparts. Girls 12-17 spent 10 hours 27 minutes (compared to boys’ 8 hours 36
minutes) and young women ages 18-24 spent 13 hours 12 minutes (compared to men 12 hours 50
minutes).
Ratings data for Fall 2011 is not available at press time. Table 1 lists the top five
Hispanic radio markets for Fall 2011(Arbitron, 2011-b).

Table 1 ‐ Top Spanish Radio Markets
Market Hispanic Market Overall Market Hispanic
Rank Rank Population
Los Angeles 1 2 4,438,200
New York 2 1 3,566,600
Miami‐Ft. Lauderdale‐ 3 12 1,830,400
Hollywood
Houston‐Galveston 4 6 1,674,900
Chicago 5 3 1,528,100
Source: Arbitron Fall 2011 Market Ratings

The top Spanish language radio stations, according to Fall 2010 data, were (in order):
WSKQ-FM, a Spanish Tropical format in New York averaging nearly 56,000 listeners per
quarter hour; KLVE-FM, a Spanish Contemporary format in Los Angeles averaging over 43,000
listeners per quarter hour; WPAT-FM and WXNY-FM, both Spanish Contemporary formats in
New York, averaging 40,000 and 38,000 listeners per quarter hour respectively; and KSCA-FM,
a Mexican Regional format in Los Angeles averaging 36,000 listeners per quarter hour.

Table 2 ‐ Top Spanish Radio Stations
Station Market Format Owner Average
Listeners*
WSKQ‐FM New York Spanish Tropical Spanish Broadcasting 55,900
System
KLVE‐FM Los Angeles Spanish Contemporary Univision Communications 43,500
WPAT‐FM New York Spanish Contemporary Spanish Broadcasting 40,200
System
WXNY‐FM New York Spanish Contemporary Univision Communications 38,200
KSCA‐FM Los Angeles Mexican Regional Univision Communications 36,200
* per average quarter hour



Spanish radio formats continued to gain ground in 2010-2011. The Mexican Regional
format continued to be the top choice among Spanish language listeners, and among the top four
formats overall in reaching adults 25-34; 32% of its audience composition falls under this age
category. Arbitron’s Radio Today 2011 report shows that Mexican Regional was the only major
format to post an increase in time-spent listening (TSL) from year to year. Mexican Regional
was number 1 in TSL for adults 18-34 and 25-54; number 2 for persons 12-24 and tied for
second for adults 35-64 (Arbitron, 2011-a). Arbitron credits their PPM measurement system in
part for the increase, noting that “The format’s data also reflect a number of Univision stations in
PPM markets that were previously unencoded” (Arbitron, 2011-a p.8). In PPM markets,
Mexican Regional outperformed its overall share and posted its highest one-year gain in five
years.
The Spanish Contemporary format added to its market share for the first time since
Spring 2005 with nearly all of its ratings data coming from PPM markets. Nearly half of the
format’s audience (48%) was between 25 and 44 years old; with 25% falling between 25 and 34,
and 23% between 35 and 44. Compared to recent years, Spanish Contemporary’s listener profile
has been gradually shifting towards an older, more mature demographic. One other interesting
note: the audience for Spanish Contemporary had an unusual audience breakdown by daypart.
Spanish Contemporary stations scored highest on weekends and lowest in mornings; the opposite
of radio’s traditional listening structure (Arbitron, 2011-a).
The Spanish Adult Hits format posted its highest ratings to date, increasing its audience
share from 0.8% to 1.1%. SAH performed 45% better in PPM markets than its national average,
and only registered slightly lower ratings than its national average in Diary-measured markets.
The important 25-54 age group represented 64% of the format’s audience composition. The
demographic breakdown was uniformly balanced as 44% were between 25 and 44 years old,
while 43% were aged 35-54. More than 97% of the Spanish Adult Hits audience is Hispanic, the
highest percentage out of the formats surveyed by Arbitron in their Radio Today 2011 report.
The format also skewed heavily male and had 89% of its audience under the age of 65.
Interestingly, the format’s proportion of listening in the home was higher than any other Spanish
format, and 6th highest overall (Arbitron, 2011-a).

Spanish Non-Terrestrial Radio
Internet radio and satellite radio continued to broaden their appeal to Hispanic audiences
in 2011. Broadcast giant Clear Channel’s web and smartphone streaming app, iHeartRadio,
made strides in popularity on the whole since its inception. Just 20 months after its initial
launch, iHeartRadio had been downloaded over 1 million times via iTunes; before Blackberry
and Android versions had been released (iHeartradio App Sees One Million iPhone Downloads;
Blackberry is Next, 2009). An October 2011 report by Triton Digital shows that while Pandora
continues to draw in more total online listeners, iHeartRadio is growing at about the same 10%
rate (Triton Digital, 2011). iHeartRadio differs from similar services like Pandora because it
offers audio streams from Clear Channel radio stations nationwide (No AM/FM receiver
required, 2008). iHeartRadio is free to download, and in September 2011 Clear Channel
expanded the service by offering the option of customized radio stations a la Pandora and
last.fm. The service is not without its catches; the radio channels have ads and listeners cannot
choose songs on demand (Best Music Apps: iHeartRadio, 2011).



Clear Channel expanded iHeartRadio’s already long reach in 2010-2011 by entering into
a multi-year strategic partnership with Microsoft. The deal further integrates iHeartRadio into
Microsoft’s XboxLive online service by making iHeartRadio the only digital radio service
available on XboxLive (Clear Channel, Microsoft extend iHeartRadio/XboxLive integration,
2011). This move could have significant impact on the Hispanic market for two reasons. First,
the Xbox360 ranks first among video game consoles usage, according to a recent Nielsen report
(Nielsen Top Tens – Video Games, 2011). Secondly, a 2010 survey by Univision revealed that
Hispanics were twice as likely as non-Hispanics to purchase video games within the next thirty
days, and were 15% less likely to cite cost as a determining factor (Mcclellan, 2010).
Satellite radio also made strides toward reaching more Hispanic listeners. SiriusXM
announced plans to roll out an expanded channel lineup, which they call SiriusXM 2.0
(SiriusXM introduces SiriusXM 2.0, 2011). An integral part to this expansion is the new
SiriusXM Latino lineup, which features an additional 10 Spanish language music channels, as
well as adding RadioFormula Mexico (24/7 news and talk from Mexico’s leading broadcaster)
and Playboy en Espanol. Upcoming additions are expected to include expanded college sports
coverage on multiple Deportes en Vivo channels (as well as expanded MLB coverage), and the
satellite debut of iconic talk show host Cristina Saralegui’s Cristina Radio, a show featuring
“lifestyle, health and family programming for Latinas, produced by National Latino
Broadcasting” (SiriusXM introduces SiriusXM 2.0, 2011).

Advertising on Spanish-Language Radio
Gross ad spending for Hispanic spot radio went up in 2010, with spending increasing 6%
representing the fourth-highest increase after spot TV’s 17.4%, magazines’ 13.3, and the
Internet’s 10.9% (Advertising Age Hispanic Fact Pack, 2011). The five biggest advertisers on
Hispanic spot radio in 2010 (the most recent year that data is available) are, in order,
Broadcasting Media Partners (Univision), AT&T, the United States Government, McDonald’s
Corporation, and Verizon Communications. Broadcasting Media Partners (Univision) spent
approximately $21.2 million on Spanish spot radio, an increase of 4.1% from 2009. Telecom
giant AT&T’s spending on Spanish radio ads increased by 26.2% from 2009, to approximately
$15.6 million. The United States Government’s spending drastically increased 88.8% up to just
over $13 billion. McDonald’s Corp was the only member of the top five to experience a drop in
Spanish radio advertising, falling 1.7% to $11.3 million. Rounding out the top five is telecom
giant Verizon Communications, where spending increased 7.9% up to $9.8 million.

Table 3 ‐ Largest Advertisers In Hispanic dollars in
Spot Radio thousands
Company Spending 2010 Spending 2009 % Change
Broadcasting Media Partners (Univision) $21,213 20,369 4.1
AT&T 15,617 12,371 26.2
US Government 13,011 6,892 88.8
McDonald's Corp 11,310 11,505 ‐1.7
Verizon Communications 9,843 9,119 7.9
Source: Advertising Age Hispanic Fact Pack, 2011



The dramatic increase in US Government spending can be attributed in large part to the
2010 Census process. In early 2010, the Census Bureau announced a $133 million advertising
campaign informing citizens about the Census and urging them to return their forms; $23 million
of which were to be devoted to Hispanic media (Radio to Take a Cut of Census Spending, 2010).
The 2010 Census marked an increase in targeting advertising aimed at hard-to-count areas, as
well as the first time that the Census Bureau used bilingual (English/Spanish) forms (Yen, 2010).

Conclusion
The relative boom the Hispanic population in the United States has experienced in the
decade between the 2000 and 2010 Census, would seemingly suggest that Spanish mass media in
all forms, including radio, should continue to grow in the coming years. Although the sluggish
economic environment has made it tough on all forms of mass media in nearly all languages,
Spanish radio has been faring better than its English-language counterpart (Guskin & Mitchell,
2011). Spanish radio formats continue to grow in popularity, and the most popular (Mexican
Regional, Spanish Contemporary, and Spanish Adult hits) continue to grow their appeal among
perhaps the most widely coveted audience demographic, persons 18-44. Non-terrestrial radio
options (streaming audio, satellite radio) represent a challenge to traditional broadcast radio on
the whole, and Spanish radio is no exception. Spanish radio needs to continue to embrace these
new options in order to continue to remain, as Arbitron characterizes, “a vibrant and important
part of Hispanic Americans’ lives (Arbitron, 2010, p2).



References

Advertising Age Hispanic Fact Pack. (2011). Ad Age Data Center.
Arbitron (2010). Hispanic Radio Today 2010: How America Listens to Radio. Retrieved
October 11, 2011 from http://www.arbitron.com/downloads/hisp_radio_today_10.pdf
Arbitron (2011-a). Radio Today 2011: How America Listens to Radio. Retrieved October 11,
2011 from http://arbitron.com/downloads/Radio_Today_2011.pdf
Arbitron. (2011-b). Arbitron Radio Market Rankings: Fall 2011. Retrieved October 12, 2011,
from http://www.arbitron.com/home/mm001050.asp
Best music apps: iHeartRadio (2011). Retrieved October 30, 2011 from
http://www.fiercemobilecontent.com/special-reports/what-are-best-music-apps-
2011/best-music-apps-iheartradio
Guskin, E & Mitchell, A; Pew Research Center (2011). The State of the News Media 2011:
Hispanic Media: Faring Better Than Mainstream Media. Retrieved October 26, 2011
from http://stateofthemedia.org/2011/hispanic-media-fairing-better-than-the-mainstream-
media/
iHeartRadio app sees one million iPhone downloads; Blackberry is next. (2009, March 16).
Retrieved November 5, 2011 from
http://www.clearchannel.com/Radio/PressRelease.aspx?PressReleaseID=2378
Mcclellan, S. (2010). Univision teams up with CBS’ Gamespot. Retrieved October 31, 2011
from http://www.adweek.com/news/television/univision-teams-cbs-gamespot-101975
Media Rating Council. (2011). Accredited services and services under review. Retrieved
October 19, 2011 from http://mediaratingcouncil.org/Accredited%20Services.htm
New York Daily News. (2009). Hispanic leader hails PPM vigilance. Retrieved October 25,
2011 fromhttp://www.nydailynews.com/entertainment/tv/2009/01/12/2009-01-
12_hispanic_leader_hails_ppm_vigilance.html
Nielsen Top Tens – Video Games (2011). Retrieved October 30,2011 from
http://www.nielsen.com/us/en/insights/top10s/video_games.html
No AM/FM receiver required: Clear Channel brings top radio stations to Apple iphone, ipod
touch, 2008). Retrieved October 19, 2011 from
http://macdailynews.com/2008/10/13/clear_channel_brings_top_radio_stations_to_apple
_iphone_ipod_touch/
Pew Research Center. (2011). Hispanic radio update. Retrieved October 25, 2011 from
http://stateofthemedia.org/2011/african-american/glossary/#hispanic-radio-update
PR Newswire. (2010). Univision Radio signs agreement for Arbitron Portable People Meter
radio rating services. Retrieved October 18, 2011, from
http://www.prnewswire.com/news-releases/univision-radio-signs-agreement-for-arbitron-
portable-people-meter-radio-rating-services-109866704.html
PR Newswire. (2011). San Diego to host third Radio Ink Hispanic Radio Conference. Retrieved
October 27, 2011 from http://www.prnewswire.com/news-releases/san-diego-to-host-
third-radio-ink-hispanic-radio-conference-132629008.html



Radio Business Report. (2011, April 1st). The MRC view on accrediting Arbitron’s PPM.
Retrieved October 25, 2011 from http://www.rbr.com/radio/the-mrc-view-on-accrediting-
arbitron-s-ppm.html
Radio to Take a Cut of Census Spending (2010). Retrieved October 30, 2011 from
http://www.radioink.com/Article.asp?id=1661857&spid=30800
Shargrin, C., & Warfield, C. J. (2009). Arbitron’s flawed ratings hurt minority radio. Retrieved
October 25, 2011, from http://thehill.com/opinion/op-ed/61241-arbitrons-flawed-ratings-
hurt-minority-radio
SiriusXM Introduces SiriusXM 2.0 with new music, sports, and entertainment channels,
including SiriusXM Latino (2011). Retrieved October 30, 2011 from
http://investor.sirius.com/releasedetail.cfm?ReleaseID=615472
Triton Digital (2011). Triton Digital releases September internet audio top 20 rankers.
Retrieved November 6, 2011 from
http://www.tritondigital.com/Media/Default/Rankers/september-ranker-2011.pdf
Verrinder, J. (2010). SBS and Arbitron reach agreement to dismiss PPM legal dispute. Retrieved
January 10, 2011, from http://www.research-live.com/news/legal/sbs-and-arbitron-reach-
agreement-to-dismiss-ppm-legal-dispute/4002842.article
Yen, H. (2010). Census response rate 2010: high response saves $1.6 billion. Retrieved October
31, 2011 from http://www.huffingtonpost.com/2010/08/10/census-response-rate-
2010_n_676622.html


Spanish Language Television 9
Television

A Summary of Spanish Language Television 2011
Jessica A. Perrilliat

The growth of Hispanics in the United States has continued to increase rapidly.
According to the 2010 Census, over 50 million Hispanics now live in the United States (Census,
2010). In addition to the Hispanic population’s increase, Hispanic television households are also
on the rise. There are currently 13,348,190 Hispanic television households, and Nielsen has
predicted the number will increase by 4.6% to 13,957,750 in 2012 (Nielsen, 2011a).

With all of the Hispanic television households in the U.S., there are differences
according to language when it comes to television consumption. As seen in Figure 1 below,
Hispanic adults 18+ prefer to watch television in three different ways. 16% of the survey
participants watch television in Spanish only, 18% in English only, and 66% choose to watch
television in both English and Spanish. Although 40% of Hispanics speak in Spanish and 50% of
the Hispanic population born in the United States can speak English, some choose to use Spanish
as an alternative (Kahn, 2011).

Figure 1: Television Consumption
Among Hispanic Adults (18+) By
Language
Spanish Only
16% English Only
18% Both Spanish and
66% English

(Adapted from: Advertising Age Hispanic Fact Pack, 2011)



According to Advertising Age Hispanic Fact Pack, the top five Hispanic local television
markets include: Los Angeles (#1), New York (#2), Miami-Fort Lauderdale (#3), Houston (#4),
and Dallas-Fort Worth (#5). Hispanic viewers in television markets are continuing to grow. Last
year, the top five local television markets were ranked in the exact same order, but there has been
tremendous growth this year. In comparing last year’s numbers, there were 1,868,200 Hispanic
television households and 5,659,170 total television households in Los Angeles, but this year,
there was a 25, 610 increase for Hispanic television households and a 7,730 increase for total
television households (See Table 1). In New York last year, there were 1,251,460 Hispanic
television households and 7,493,530 total television households. According to the numbers in
Table 1, this year there was an increase by 24,670 in Hispanic television households and 21,800
in total television households. Miami-Ft. Lauderdale had 666,230 Hispanic television households
and 1,538,090 total television households last year, but this year it grew by 24,410 in Hispanic
television households and 42,490 in total television households. For Houston, there were 561,390
Hispanic television households and 2,123,460 total television households, but this year there was
a 24,730 increase in Hispanic television households and a 53,760 increase in total television
households. In Dallas-Fort Worth last year, there were 506,020 Hispanic television households
and 2,544,410 total television households. This year there was an increase by 20,740 in Hispanic
television households and 2,573,890 in total television households.

Table 1: Top Five Hispanic Local TV Markets
Rank Market Hispanic TV Total TV HH Hispanic % of all
HH
#1 Los Angeles 1,893,810 5,666,900 33.4
#2 New York 1,276,130 7,515,330 17.0
#3 Miami-Ft. Lauderdale 690,640 1,580,580 43.7

#4 Houston 586,120 2,177,220 26.9

#5 Dallas-Fort Worth 526,760 2,594,630 20.3

Advertising Spending
Spanish language television advertising spending has become an important support base
of television programming for Hispanic viewers. Because of the increase in Hispanic population,
marketers recognize the large impact that Hispanics can have on the growth of advertising
spending. As noted in Table 2, the five largest advertisers in 2010 were Procter & Gamble (#1),
DirecTV (#2), Lexicon Marketing Corporation (#3), McDonald’s Corporation (#4), and General
Mills (#5).



Table 2: Five Largest Advertisers in Hispanic Network TV
Rank Marketer 2010 2009 % CHG

#1 Procter & Gamble Co. $165,763 $137,095 20.9
#2 DirecTV $104,575 $60,132 73.9
#3 Lexicon Marketing Corp. $98,254 $102,813 -4.4
#4 McDonald’s Corp. $96,803 $84,495 14.6
#5 General Mills $88,825 $70,607 25.8

The five largest advertisers in Hispanic spot television, noted in Table 3 include: AT&T
(#1), Verizon Communications (#2), Time Warner Cable (#3), Broadcasting Media Partners
(#4), and Comcast Corporation (#5). All of them increased advertising spending. From 2009 to
2010, AT&T increased by $16,963,000, Verizon Communications by $9,297,000, Time Warner
Cable by $9,161,000, Broadcasting Media Partners (Univision) by $11,192,000, and Comcast
Corporation by $10,586,000. Overall, by the end of 2010, Spanish language television ad
spending rose by 10.7% (Gorman, 2011a). Currently during the first half of 2011, Spanish
language television ad spending has risen by 1.7% (Micro Advert, 2011).

Table 3: Five Largest Advertisers in Hispanic Spot TV
Rank Marketer 2010 2009 % CHG

#1 AT&T $61,943 $44,980 37.7
#2 Verizon Communications $45,557 $36,260 25.6
#3 Time Warner Cable $33,980 $24,819 36.9
#4 Broadcasting Media Partners $29,545 $18,353 61.0
(Univision)
#5 Comcast Corp. (includes NBC $28,384 $17,798 59.5
Universal)

Spanish language Television Networks
In addition to the expansion of Hispanic television households and Hispanic advertising,
Spanish language television networks are also expanding. Throughout this year, the Spanish
language television networks have added new programming, surpassed English language
television networks, and launched programming in new markets. Univision, TeleFutura,



Galavisión, Telemundo, Mun2, Azteca América, Estrella TV, LATV, and V-me all had a year of
growth.

Univision
Serving as one of the top five networks in the United States, regardless of language,
Univision continues to be strong competition for other television networks. Among all of the
Spanish language broadcast television networks, Univision is ranked #1 in the country, reaching
97% of all Hispanic households in the United States (Univision, 2011a). The Univision
Television Group currently owns and operates 19 full-power stations and 7 low-power stations
distributed in 20 markets: Los Angeles, New York, Miami, Houston, Dallas, Chicago, San
Antonio, Phoenix, San Francisco, Sacramento, Fresno, Philadelphia, Washington DC, Atlanta,
Austin, Tucson, Bakersfield, Salt Lake City, Raleigh, and Cleveland (Univision, 2011b). In
addition, The Univision Television Group owns and operates one non-Univision full-power
station, two non-Univision low-power stations, and three full-power stations in Puerto Rico
(Univision, 2011b).
From the beginning of 2011, Univision was already defeating some of the other top
ranked English language television networks. During the first week of January, Univision beat
ABC, CBS, and CW as the #3 broadcast network in overall prime among adults 18-34 (RBR,
2011a). Univision was also ranked as the #2 broadcast network in primetime among kids 2-11
and #5 among total viewers 2+, adults 18-49, and teens 12-17 (RBR, 2011a). For the entire first
week in January, Univision had 7 of the top 30 programs among adults 18-34 (RBR, 2011a). In
February, Univision was also ranked #34 in Fast Company’s 50 Most Innovative Companies for
gratifying its Latino foundation and rising as a competitor with the Big Four: CBS, NBC, ABC,
and FOX (Univision, 2011c).

Univision Programming
In May 2011, Univision announced its plans to expand the morning programming block
for “Hoy” from three to five hours, launch four new telenovelas, and a few reality shows geared
toward finding new novela stars and child entertainers (Szalai, 2011). Univision’s president,
Cesar Conde, said the network is focusing on “building its ratings momentum next season and
steadily “chip away” at the lead of English language broadcast networks with new original
content that it produces itself” (Szalai, 2011). Univision has already risen above one of the
English language broadcast networks. During the first quarter of 2011, Univision beat NBC in
the 18-49 demographics (Szalai, 2011). And it does not stop there.
Univision provided historic ratings for the CONCACAF Gold Cup SemiFinal in June.
While 10.9 million viewers watched all or part of the game, Univision reigned supreme over
English language competitors as the most watched primetime network among men 18-34,
regardless of language; Univision had more viewers than ABC, CBS, and FOX combined
(Seidman, 2011a). With exclusive coverage of the Mexico vs. Honduras match, it was the #1
broadcast program of the day on Univision’s local stations (Seidman, 2011a). Earlier that night,
3.2 million viewers tuned in to Univision’s broadcast of the USA vs. Panama match, which also
broke records as the most watched non-Mexico Copa Ora match ever on any network (Seidman,
2011a).



Univision’s digital division, Univision Interactive Media, Inc. successfully broadcast its
eighth annual “Premios Juventud” youth awards show in July 2011. With a reach of 10 million
viewers, Univision became the #1 network across the nation, regardless of language, among
adults 18-49, adults 18-34, men 18-49, men 18-34, women 18-49, women 18-34, kids 2-11, teens
12-17, and persons 18-34 (Univision, 2011d). “As the only show of its kind on Spanish language
television, “Premios Juventud” included 24 unique categories celebrating the preferences of
today’s Hispanic youth in everything from music, film and sports, to fashion, novelas and pop
culture” (Seidman, 2011b).

TeleFutura
The TeleFutura Television Group, Univision’s sister network, currently owns and
operates 18 full-power stations and 14 low-power stations distributed in 21 markets: Los
Angeles, New York, Miami, Houston, Dallas, Chicago, San Antonio, Phoenix, San Francisco,
Sacramento, Albuquerque, Fresno, Denver, Orlando, Tampa, Philadelphia, Austin, Boston,
Tucson, Bakersfield, and Raleigh (Univision, 2011b). In addition, The TeleFutura Television
Group is distributed among 23 broadcast television affiliates and 509 cable and DBS affiliates
nationwide (Univision, 2011b).
In the first week of the 2011-2012 season, TeleFutura had double-digit increases in
audience among 403,000 total viewers 2+, 237,000 adults 18-49, and 99,000 adults 18-34 during
broadcast prime, which is Monday through Saturday 8pm to 11pm and Sundays 7pm to 11pm
(RBR, 2011b). During the second week of the 2011-2012 season, TeleFutura attracted 451,000
total viewers 2+ (a 12% increase from the first week), 260,000 adults 18-49 (a 10% increase
from the first week), and 120,000 adults 18-34 (a 21% increase from the first week) during
broadcast prime (RBR, 2011b).
In addition to the soaring numbers at the start of the season, Telefutura also announced
its new afternoon programming schedule. Filled with more entertainment and new projects,
TeleFutura’s new programming includes “Las Nuevas Tardes de TeleFutura” which translates
into “TeleFutura’s New Afternoon Line-up,” court room cases in “Verdicto Fina,” the hit novella
“Mañana es Para Siempre,” and entertainment news program “La Tijera” (Gorman, 2011b).
Additional program plans for 2011-2012 included the two Spanish dramas “MIA” and “La
Mariposa” (Szalai, 2011).
Throughout the year, TeleFutura has continued to attract more viewers with its popular
programming. Some of the higher rated programs included all of the primetime novella/series:
“Reto de Mujer,” “El Ultimo Matrimonio Feliz,” and “Correo de Inocentes” (RBR, 2011c).
TeleFutura’s October airing of the “Liga Mexicana de Fútbol: San Luis vs. Cruz Azul” soccer
match also produced big numbers. Within the first hour of the match, TeleFutura attracted more
total viewers 2+, adults 18-49, and adults 18-34 than Telemundo’s “Decisiones Extremas” (RBR,
2011c).
One of TeleFutura’s biggest accomplishments for the season is its new late night show
entitled “Noche De Perros” which translates “Guys Night Out.” The late night show is the very
first and currently the only Spanish language television show created for men (Hispanic Tips,
2011). “Noche De Perros” which premiered on October 31, began airing Monday through Friday
at 11 o’clock. With three male hosts and three male perspectives, the show thrives on celebrity
guest appearances, news, sports, and entertainment specifically for men (Hispanic Tips, 2011).



Galavisión
Galavisión, also owned by Univision, is the #1 Spanish language cable network. For the
end of the 2010-2011 season, Galavisión had record breaking numbers, with double digit growth
among viewers, and remained one of the top cable networks, regardless of language (Gorman,
2011c). Currently, “on several nights of the week, Galavisión attracts two to three times more
viewers than the next most successful Hispanic cable network does on a good night” (Galavisión,
2011). Its unique programming has documentary, lifestyle, comedy, and “supernatural” themes
(Galavisión, 2011). Regular programming for Galavisión includes: the CONCACAF Copa Oro
(Gold Cup), CONCACAF Liga Campeones (Champions League), MLS (Major League Soccer),
Camino A La Copa (FIFA World Cup Qualifiers), and Primera División Mexicana de Fútbol (18
teams compete) (Galavisión, 2011). New programming for the season includes: “Un Mundo
Aparte” a two year road trip documentary series across 50 countries, “KDABRA” the mystery
series that Univision considers a “Twilight meets novellas” series, “Matutino Express” the new
morning news show, “Los Heroes Del Norte” a story of five characters who form a band, and the
cooking competition “Prime Gourmet,” a culinary battle between two chefs (Galavisión, 2011).
During the Mexico vs. Colombia FIFA U-20 quarterfinal match on August 13, Galavisión
made history. The network attracted over 1.3 million total viewers and became the fourth most-
watched Spanish cable telecast ever (Seidman, 2011c). In addition, Saturday’s match attracted
2.3 million viewers who watched all or part of the game and became the #1 program among all
cable networks for that day. The ratings for the first 12 games of the tournament also surpassed
the 2009 tournament’s ratings with a 272% increase of total viewers 2+, 259% increase of adults
18-49, 262% increase of adults 18-34, 254% increase of men 18-49, and a 255% increase of men
18-34 (Seidman, 2011c). The senior vice president and operating manager of Galavisión believes
“Galavisión has solidified its strength in offering Hispanic viewers the entertainment and
informational content they seek” (Gorman, 2011c).

Telemundo
Telemundo, owned by Comcast/NBC Universal, is the second largest Spanish language
television network, behind Univision. Available in 210 markets, with a reach of 94% of all U.S.
Hispanic households Telemundo owns 14 stations (located in Los Angeles, San Francisco/San
Jose, New York, Miami, Phoenix, Houston, Dallas Fort-Worth, San Antonio, Fresno, Denver,
Chicago, Las Vegas, Boston/Merrimack, and Tucson), 46 broadcast affiliates, and more than
1,000 Cable/DBS affiliates (Telemundo, 2011). In addition, Telemundo owns and operates one
independent station in Puerto Rico, and exports its programming to over 100 countries
internationally in more than 35 languages (Telemundo, 2011).
In April, Telemundo had its best ratings ever, reaching almost 6.6 million total viewers
during its broadcast of the 2011 Billboard Latin Music Awards (Business Wire, 2011a). The red
carpet pre-show and awards show, which aired on April 28th, together attracted almost 7 million
total viewers (Business Wire, 2011a). The Billboard Latin Music Awards was #1, regardless of
language, in New York and Miami among adults 18-49, adults 18-34, and total viewers in Miami
(Business Wire, 2011a). The show was also a success on the web. It was the #1 trending topic
worldwide on Twitter at 9:30pm, it gained more Twitter followers by +89% (in comparison to
the day before), gained more Facebook fans by +54% (in comparison to the day before), and the



live streaming of the awards show generated more than 500,000 page views (Business Wire,
2011a).
“La Reina del Sur,” one of Telemundo’s most watched programs, was the highest-rated
program in the network’s entire history, attracting almost 4.2 million total viewers and over 2.8
million adults 18-49 during its May 30 finale (Villarreal, 2011). Due to its success as one of the
most watched television shows, Telemundo launched its very first Emmy campaign for “La
Reina del Sur” and its female lead, Kate del Castillo (Villarreal, 2011). A Spanish-language
television show has never won a primetime Emmy in any major category (Villarreal, 2011).
In October, Telemundo announced that it would broadcast its very first primary
Republican Presidential debate in December (EON, 2011). Held in Las Vegas, Nevada, the
debate will be broadcast in Spanish and is part of its news initiative, “Decision 2012,” which
houses all political coverage related to the upcoming elections in 2012 (EON, 2011). The
purpose of the debate is for the “Republican Presidential candidates to establish a direct dialogue
with the Hispanic community and address the issues that matter to them at a critical time in our
country” (EON, 2011). Also in October, Telemundo, along with FOX, won the rights to
broadcast the 2018 and 2022 United States World Cups (Longman, 2011). Telemundo will pay
approximately $600 million to broadcast the two World Cups (in addition to FOX’s $400
million), and the agreements made also gives Telemundo and FOX the rights to the 2015 and
2019 Women’s World Cups and international tournaments (Longman, 2011). Another major
announcement in October for Telemundo is its new plan to make its programs available with
English language and “Spanglish” subtitles (Chozick, 2011). Telemundo’s president, Emilio
Romano, stated that he wants “to focus on a more acculturated, more bilingual audience, without
alienating the core Spanish-dominant viewers” (Chozick, 2011).
Telemundo was the fasting growing Spanish language television network among total
viewers 2+ and adults 18-49 during prime time in October (RBR, 2011d). In comparison to
Univision who had an 8% decline and Telefutura with a 37% decline among total viewers in
prime time, Telemundo grew by 38% among total viewers 2+ and 30% among adults 18-49
(RBR, 2011d). In addition, Telemundo aired four out of the top five prime time movies on
Spanish language television among adults 18-49 and in November was in the process of
premiering two more top rated movies (RBR, 2011d).

Mun2
Mun2, owned by Telemundo, is a cable network geared toward bicultural Latinos 18-34
(Telemundo Media Kit, 2011). “From reality to music, on-air to digital, mun2 creates original
content across a multi-screen platform” (PR Newswire, 2011). The bilingual network reaches
more than 36 million television households nationwide in the United States through digital and
analog cable and satellite (Telemundo Media Kit, 2011). “After recently announcing its best
year, best month and best fourth quarter in network history,” Mun2 began its 2011 season with
some “revamped” music content and programming (PR Newswire, 2011).
In January, Mun2 relaunched a weekly bilingual variety show entitled “18 and Over” and
made it a live music countdown television show (PR Newswire, 2011). Within its first month on
air, “18 and Over” attracted more than 1 million persons 2+ (PR Newswire, 2011). Also, Mun2’s
regional Mexican music show, “Reventon with Yarel” attracted 52,000 Persons 2+ and 26,000
Persons 18-34 (PR Newswire, 2011). Another one of the cable network’s music blocks, “SMB:



Salsa Merengue Bachata,” has increased its fan base by +41% since December 2010, with
50,000 persons 2+ and 24,000 persons 18-34 (PR Newswire, 2011).

Azteca América
Launched in 2001 by TV Azteca (the second largest television broadcast network in
Mexico), Azteca América, is a broadcast television network that prides itself as being “the
authentically Mexican television network for US Spanish-language viewers” (RBR, 2011e). In
September, Azteca América increased its coverage of US Hispanic households to 68% (RBR,
2011e). From June 2010 until September 2011, the coverage went up over 8 percentage points
(RBR, 2011e). This coverage includes full-power stations in Houston and Dallas and Comcast
coverage in Philadelphia and New York (RBR, 2011e).

Estrella TV
Owned by Liberman Broadcasting, Estrella TV is a Spanish language television network.
In 2010, the network was found in 28 markets. As of August 2011, the network reaches 37
markets, including Portland (Seattle Times, 2011). For the 2011-2012 Fall primetime line-up,
Estrella TV announced its new dance competition show, “Mi Sueño es Bailar,” which translates
into “My Dream is to Dance” (Hispanic Ad, 2011). The show features celebrities being partnered
with professional dancers and weekly competitions (Hispanic Ad, 2011). In October, Mexican
regional music female artist, Jenni Rivera, also announced her new television show on Estrella
TV that deals with social issues and includes live interviews with various entertainment
personalities (Latin American Herald Tribune, 2011). In May, the network had its first TV
upfront in New York City (Media Moves, 2011). The new television programs revealed at the
upfront included: a reality show “Quiero Triunfar,” an investigative reporting show “El
Momento con Enrique Gratas,” and a late night show “Esta noche con Héctor Suárez” (Media
Moves, 2011). According to Media Moves, “Estrella TV is most proud to bill itself as the
Spanish-language network that doesn’t have a single telenovela in its programming lineup”
(Media Moves, 2011).

LATV & V-me
LATV is the first bilingual music and entertainment network in the nation (LATV,
2011a). Although LATV has been on air since 2001 in Los Angeles, it was not aired nationally
until 2007 (LATV, 2011a). Geared toward Latinos between the ages of 18-34, the network offers
programs with content that includes: multi-genre music, lifestyle, entertainment, and original
programming (LATV, 2011a). Currently, LA-TV has 41 affiliates (LATV, 2011b).
V-me is a 24-hour digital broadcast service that considers itself to be a “high quality,
uncluttered, multi-platform environment for corporations and foundations looking to connect
with U.S. Hispanics” (V-me, 2011). The network offers a range of content that includes: news
and current events, entertainment, series, cooking, nature, lifestyle/factual, and V-me Niños,
which translates into V-me Kids (V-me, 2011). Its programming is filled with original
productions, exclusive acquisitions, and personalized public television “hits” (V-me, 2011).



Conclusion
In addition to all of the other forms of media that are quickly becoming a part of the
Hispanic market, Hispanic media alone has shown how beneficial it can be to target Hispanics.
Hispanic advertising spending, Hispanic local television markets, and Spanish language
television networks, are constantly expanding and in no way slowing down. “Spanish-language
media remain important to a changing, more acculturated, and more U.S.-born Hispanic
population in the United States. And in the last year, Spanish-language media tended to fare
better overall than their mainstream English-language counterparts” (Guskin & Mitchell. 2011).
Hispanic advertising spending grew by 10.7% at the end of 2010 and has already seen a
1.7% growth in the first half of 2011. All the top advertisers for Hispanic television remained at
the top, and each one expanded its advertising spending (with the exclusion of Lexicon
Marketing Corporation). Hispanic advertising will continue to grow over the years in the same
way the Hispanic population continues to grow because “by 2050, Hispanics are projected to
account for more than 30 percent of the U.S. population – a significant growth driver that
marketers can no longer overlook” (Nielsen, 2011b).
Hispanic local television markets are also continuing to grow. In reference to the top five
local television markets, each had a growing percentage of Hispanic television households this
year. Of all television households in Los Angeles 33.4% are Hispanic, 17% of all television
households in New York are Hispanic, 43.7% of all television households in Miami-Fort
Lauderdale are Hispanic, 26.9% of all television households in Houston are Hispanic, and 20.3%
of all television households in Dallas-Fort Worth are Hispanic (See Table 1). These numbers
show just how large the number of Hispanic consumers is throughout different markets.
For television, not only are the Spanish language television networks establishing
themselves as top competitors among English language television networks, but individually the
networks are competing to surpass one another. While producing original content and giving
Hispanics news and entertainment that deal with things they care about and can relate to, each
Spanish language network is unique in its way of broadcasting information. In 2011, Spanish
language television networks have continued to increase viewers, increase ratings, and increase
programming. “Focusing attention on Spanish language television is additionally valuable
because Latinos typically report among the highest levels of television consumption in the
United States” (Mastro & Ortiz, 2008). With a network like Univision who has continued to be a
top television network, regardless of language, Telemundo who produced and broadcast its very
first primary Republican Presidential debate and won the rights to broadcast the 2018 and 2022
United States World Cups, or Telefutura who in the first week of 2011 had double-digit increases
in audience and created the first and only Spanish language television show made for men,
Spanish language television networks, in addition to Hispanic advertising spending and Hispanic
local television markets, are showing that they are going to continue to impact and grow in the
media.
English language media is also beginning to see how beneficial it would be to target
Hispanics. For example, Time Warner Cable recently implemented 37 new national and
international Spanish language channels to its iPad app programming (Business Wire, 2011b).
Executive Vice President and Chief Marketing Officer of Residential Services for Time Warner
stated, “This is a big step forward in our commitment to offering the best possible entertainment
experience to our customers” (Business Wire, 2011b). This could be considered a big challenge



for Spanish language television because now English language networks are offering Spanish
language programming. Although Time Warner Cable’s Spanish language channels are currently
for iPads, it’s only a matter of time before other English language networks recognize the
positive impact Spanish language programming has on the media. Sooner than later, other forms
of English language media will begin offering programming catered to the Hispanic population
and Spanish language media may have competition.



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consecutive year and among adults 18-34 for the fourth consecutive year, beating ABC,
CBS, NBC, and FOX. Retrieved September 29, 2011 from
http://corporate.univision.com/2011/press/univision-ranks-as-1-network-for-the-night-
among-adults-18-49-for-second-consecutive-year-and-among-adults-18-34-for-the-
fourth-consecutive-year-beating-abc-cbs-nbc-and-fox/
Villarreal, Y. (2011). ‘La reina del sur’ pursues primetime Emmy consideration. Retrieved



October 27, 2011 from http://articles.latimes.com/2011/jun/20/entertainment/la-et-kate-
del-castillo-20110620
V-me (2011). English info. Retrieved November 1, 2011 from
http://www.vmetv.com/english_info/


Spanish Language Print 23
Print

A Summary of Spanish Language Print 2011

Gabe Otteson

Print media across all languages faces an uncertain future in the age of the Internet.
Recent economic problems in the United States certainly haven’t helped. The years 2010-2011
represented a period of rebound for the print industry, and Spanish print is no exception. US
Hispanic media as a whole grew its ad spending by over 8% in 2010, a significant improvement
from the 8.6% drop in 2009. Spanish print saw a big turnaround as well; the industry as a whole
saw a net loss of just 0.4% in ad spending for 2010, a vast improvement over the 16% loss it
posted back in 2009 (Advertising Age Hispanic Fact Pack, 2011; 2010). Spanish magazines are
accounting for a significant portion of this difference in 2011; ad revenue for magazines alone
has risen nearly 24% over 2010 (Pelay, 2011). While it’s true that many publications (both in
English and in Spanish) are launching and maintaining web presences, the rumors of Spanish
print’s demise have been exaggerated.
Newspapers
Newspaper and print media of all languages have faced a difficult road during the recent
economic trouble in the United States. For the industry as a whole, 2010 represented an
improvement over the previous two years; ad revenue fell roughly 6% which still represented an
improvement over the 26% fall that the industry saw in 2009 (Edmonds et al, 2011). Much like
their English-language counterparts, Spanish-language newspapers also saw revenue and slight
circulation drops. Mirroring the English newspapers, Spanish papers have been able to grow into
other media forms and partnerships with companies in other media sectors (Edmonds et al,
2011). For example, ImpreMedia (a titan in Spanish print) has recently become more focused on
being web-centric, through producing more digital content (such as videos) as well as mobile
applications. In March 2010, ImpreMedia entered into a partnership with giant Univision to
share content across the various platforms employed by both companies (Talan, 2010).
Revenue
The revenue picture for Spanish newspapers is looking better, although as Guskin and
Mitchell point out, the picture of how much better isn’t exactly clear (Guskin and Mitchell,
2011). Kantar Media reported an increase in measured ad spending for Spanish language
newspapers of 2%, compared to a 4.6% loss for English local newspapers (Kantar Media reports
US advertising expenditures increased 6.5 percent in 2010, 2011). Another report by the Latino
Print Network, who measures newspapers aimed at Hispanics in both English and Spanish,
estimated a 5.6% drop in ad spending which still represented an improvement over the prior year


(Guskin and Mitchell, 2011). Local ad revenue makes up a substantially larger portion of ad
revenue for Spanish newspapers than national revenue does. According to the Latino Print
Network, the breakdown of advertising revenue for Hispanic newspapers in 2010 was estimated
as: local – 78% ($554 million); national – 21% ($151 million) and Internet/Web – 1% (7.2
million) (Whisler, 2010).
The top-performing Spanish newspapers as measured by ad revenues are shown in Table
1. Miami’s El Nuevo Herald earned double the ad revenue of the number two paper, New
York’s El Diario la Prensa (~$53 million and ~$25 million, respectively) but both saw losses
over the previous year. The only other paper in the top five that saw a net decrease in ad revenue
from the previous year was Los Angeles’ La Opinion, which posted a 4.9% decrease.

Table 1 - Top Spanish Newspapers Dollars in thousands
by Ad Revenue
Newspaper Market Gross Ad %
Revenue 2010 Change
El Nuevo Herald Miami 53,528 -2.3
El Diario la Prensa New York 25,174 -6.9
Hoy Chicago 25,118 27.4
La Opinion Los Angeles 24,943 -4.9
El Diario Juarez, Mexico/El Paso 23,048 7.7
Rounding out the top five, Chicago’s Hoy saw a whopping 27.4% increase in ad revenue and the
dual-markets of El Paso Texas and Ciudad Juarez, Mexico saw their El Diario’s ad revenue
increase by 7.7% over the previous year.
Circulation
Circulation has been declining for years across nearly all languages, and the numbers
didn’t look much better in 2010-2011. Print circulation on the whole dropped 5% daily and
4.5% on Sunday (Edmonds et al, 2011). Circulation of Spanish daily newspapers suffered as
well, as some of the larger newspapers posted significant circulation losses, continuing the trend
from the year before:
- ImpreMedia’s La Opinion in Los Angeles saw a 14.4% circulation drop from the
previous year (Guskin and Mitchell, 2011).
- El Diario/La Prensa of New York, incidentally the oldest Spanish daily, lost 9.5%
circulation (Guskin and Mitchell, 2011).
- El Nuevo Herald in Miami, lost 4.5% circulation; a bad number to be sure, but an
improvement over the 22% drop the paper experienced the year prior (Guskin and
Mitchell, 2011).
Some newspapers were able to post circulation gains. The free Hoy Chicago, owned by The
Chicago Tribune, posted a 40 % circulation gain; the expansion was attributed to the growth of



Chicago’s Hispanic population, particularly in the suburbs (Hoy Chicago to increase circulation
by 40%, 2010).
Spanish weekly newspapers were a slightly different story. Two Tribune papers in South
Florida, Ft. Lauderdale’s El Sentinel and Orlando’s El Sentinel, saw gains in circulation. For the
period ending March 2011, the Ft. Lauderdale El Sentinel saw its circulation increase 23% from
the year before, while the Orlando El Sentinel posted a much more modest circulation gain at 3%
(Guskin and Mitchell, 2011). Table 2 outlines the top five weekly Spanish newspapers by
circulation.

Table 2 - Top Spanish Weekly Newspapers by
Circulation
Newspaper Market Circulation
La Raza Chicago 152,300
Vida en Valle Sacramento 151,933
Hoy Los Angeles 142,470
El Sentinel Ft Lauderdale 126,150
La Prensa Riverside Riverside, CA 107,500
Source: Guskin & Mitchell, 2011

Chicago’s La Raza had the largest circulation among the Spanish weeklies, with 152,300
and is the only paper in the top five that isn’t located in the high-Hispanic populated states of
California and Florida. The next highest-circulating weeklies are from California, Sacramento’s
Vida en Valle and Los Angeles’ Hoy, who posted circulation totals of 151,933 and 142,470
respectively. Ft. Lauderdale’s El Sentinel saw its circulation increase by 26% to 126,150 and
Riverside, California’s La Prensa Riverside circulated 107,500 copies (Guskin and Mitchell,
2011).

Additions, Closings, and New Directions
The total number of Spanish language newspapers remained relatively flat in 2010-2011.
Table 3 details the numbers of daily, weekly, and less-than-weekly newspapers over the last
three years.

Table 3 - Number of Hispanic 2010 2009 2008
Newspapers
Daily 26 25 29
Weekly 428 428 424
Less-Than Weekly 378 382 381
Total 832 835 834
Source: Guskin & Mitchell, 2011



Compared to 2009, 2010 experienced a net loss of 3 newspapers; with one more daily and 4
fewer less-than-weekly newspapers.
The San Diego newspaper Diario San Diego closed down in June 2011. Diario San
Diego began publication in 2003 as a daily paper, but shifted among differing models in
subsequent years. In 2006 the paper went to a twice-a-week schedule, then in 2008 it was
downsized to a weekly paper. José Santiago Healy, the paper’s president and publisher, cited
difficult economic conditions brought about by the recession, as well as being the youngest
newspaper in the San Diego market as factors contributing to the paper’s closure (Diario San
Diego Shuts Down, 2011).
La Prensa Riverside, a Spanish newspaper in Riverside California, in addition to
increasing its circulation to over 107,000 has added a bilingual insert to its paper. The paper
announced that the English USA Weekend magazine would be added in July 2011. Curiously
however, La Prensa Riverside’s sister English publication (The Press Enterprise) does not have
the USA Weekend insert (La Prensa Riverside Expands Circ., 2010). Publisher Frank Escobedo
said in a statement that “The Hispanic audience is highly bilingual. More and more this is a story
of both languages” (La Prensa Riverside Expands Circ., 2010).
Cross-cultural publication became a phenomenon in 2010, on the heels of heated debates
over immigration policy in the United States following controversial measures passing in
Arizona. In April of that year, ethnic media in New York published a joint editorial on
reforming immigration policies. The article was published by the El Diario/La Prensa staff and
also ran in other ethnic newspapers Haitian Times, Nowy Dziennik (a Polish daily) and
Caribbean Life (El Diario/La Prensa Staff, 2010). Also in June, another group of multiethnic
news media, in association with New America Media, produced and published a joint editorial
again calling for real immigration reform, translated and published in 11 languages. The
consortium represented Native American, Asian, Muslim, Hispanic, Russian, and Caribbean
populations among others (New American Media staff, 2010).

Advertising in Spanish Newspapers
The top advertisers in Spanish newspapers are listed in Table 4. Among the top five,
only Interbond Corp of America (ranked second) saw a negative percent change (-4.8%) from
2009 to 2010. NewsCorp (22.7% change), Valassis Communications (29.3% change), and Sears
Holding Corp (53.4% change) spent more advertising dollars in Spanish newspapers in 2010
than in 2011, but their moderate increases pale in comparison to the spending by the US
Government.



Table 4 - Largest Advertisers in Hispanic Dollars in thousands
Newspapers
Advertiser 2010 2009 %
Change
News Corp. $9,481 $7,726 22.7
Interbond Corp. of America 6,304 6,623 -4.8
Valassis Communications 5,797 4,484 29.3
Sears Holding Corp. 5,086 3,317 53.4
US Government 3,647 499 630.5

The dramatic rise in US Government ad spending on Spanish newspapers can be tied to
the promotion and awareness of the 2010 Census. The US Government increased media ad
spending across the board compared to the previous Census in 2000 (Project for Excellence in
Journalism, 2010) and Spanish language print was no exception. The 2010 Census marked
unprecedented outreach toward the growing Hispanic community (Morello, 2009), which further
helps to explain this rapid ad spending increase.

Magazines
Spanish magazines experienced somewhat of a rebound in 2010 after taking a dive in
2009. Although a few notable Spanish magazines closed down publication in 2010, the
economic impact was less significant than that of the 2009 closures LATINO and Reader’s
Digest Selecciones (Guskin and Mitchell, 2011). Harper’s Bazaar en Espanol ceased regular
publication in February 2010, after being published since October 2005 (Guskin and Mitchell,
2011). Subsequent issues have been published sporadically since then. National Geographic en
Espanol closed in June 2010 when publisher Televisa Publishing discontinued its US Hispanic
version, but elected to continue publishing its Mexican edition (Guskin and Mitchell, 2011).
Televisa also ceased publication of Maxim en Espanol in the United States, but continues to
distribute the publication throughout Latin America (Hispanic magazines post uneven results for
2010 but improve over 2009, 2011). Other prominent closures in 2010 included Cafe Magazine,
Disney en Familia, Latino Future, and Mira! (Hispanic Magazines Post Uneven Results for 2010
but Improve Over 2009, 2011).

Magazine Revenue
The revenue picture for Spanish magazines has improved. Total ad revenue increased a
modest 3.9% in 2010, to an estimated $178.8 million (Hispanic Magazines Post Uneven Results
for 2010 but Improve Over 2009, 2011). The top Spanish magazines in ad revenue for 2010 are
listed in Table 5. People en Espanol and Latina are the clear leaders in ad revenue and each
posted an increase in ad spending, at 4.5% and 9%, respectively. Ser Padres (the Spanish
version of Parents) saw an increase in ad revenue of 15% to approximately $15 million.



Table 5 - Top Spanish Magazines Dollars in
by Ad Revenue thousands
Magazines Owner Gross Ad Revenue % Change
2010
People En Espanol Time Warner $47,444 4.5
Latina Latina Media 27,888 9.1
Ventures
Ser Padres Meredith Corp 15,061 14.9
TV y Novelas Televisa 14,190 -13.6
Publishing
Vanidades Televisa 12,807 44.4
Publishing

Two Televisa publications round out the top five: Vanidades saw a rapid increase in ad revenue
of 44%; TV y Novelas saw a 14% drop in ad revenue, due in part to Televisa reducing the
frequency of its publication in 2010, and would continue to do so in 2011 ((Hispanic Magazines
Post Uneven Results for 2010 but Improve Over 2009, 2011).
The ad revenue picture through September 2011 (the most recent period of available
data) has been even better. Spanish magazines saw total ad revenue increase by 23.8%, despite
total ad pages remaining flat (Pelay, 2011). Several of the largest Spanish magazines saw large
increases in ad spending. For example, ad revenue is up by 39.9% at People en Español, Latina
saw a 12.6% increase, revenue at Vanidades went up 26%, and TV y Novelas saw its revenue
increase by over 26% despite cutting back publication frequency yet again. Siempre Mujer had
perhaps the most dramatic revenue gain, posting a 50% improvement in advertising revenue
(Pelay, 2011).

Advertising in Spanish Magazines
The top advertisers in Spanish magazines (see Table 6) further illustrate the gains in
advertising revenue. Four of the top five largest advertisers (Procter & Gamble, L’Oreal, GM,
and Kimberly-Clark) markedly increased their ad spending in 2010 over 2009 (by 30%, 61%,
and 35% respectively). General Motors is the sole member of the top five that is not in the
personal and health care or health and beauty business, which on the whole advertises heavily in
magazines. General Motors’ dramatic 215% increase can be tied to the company’s efforts to
rebuild its image after years of poor perceptions of quality and following its bankruptcy filing
(Krolicki, 2009). Unilever was the only company among this group to cut its ad spending, a 37%
decrease.



Table 6 - Largest Advertisers in Hispanic Dollars in thousands
Magazines
2010 2009 %
Change
Procter & Gamble $25,221 $19,459 29.6
L'Oreal 16,324 10,116 61.4
General Motors 8,529 2,705 215.4
Unilever 4,476 7,103 -37
Kimberly-Clark Corp. 3,392 2,518 34.7

Surprisingly, the US Government’s ad spending in 2010 only increased by about 5
percent (Advertising Age Hispanic Fact Pack, 2011), despite the launching of Census ad
campaigns targeting Hispanics (Census 2010, P&G, L’Oreal: New Campaigns for Hispanic
Magazines, 2010) and uptick in ad spending overall prompted by the Census.

Conclusions
Spanish print media continues to face challenges as we continue into the second decade of
the 21 century; both economic challenges posed the still-uncertain economic landscape in the
US, and technological challenges posed by print’s prophesied killer, the Internet. The outlook
for Spanish print is certainly more optimistic than it was just one year ago. Revenue is up in
some sectors and where it’s still down, the decrease is less severe. As we continue to move into
the future, Spanish print needs to continue to integrate itself into the digital realm, in order to
remain relevant for the next and upcoming generations. Spanish print has fared better than
English print, and in this era of gloom and doom for print, that’s definitely a good thing.



References
Census 2010, P&G, L’Oreal: New campaigns for Hispanic magazines. (2010). Retrieved
November 19, 2011 from http://blog.media-economics.com/2010/03/08/census-2010-pg-
loreal-new-campaigns-for-hispanic-magazines/#more-198
Diario San Diego Shuts Down (2011). Retrieved November 14, 2011 from
http://www.mediamoves.com/2011/06/diario-san-diego-shuts-
down.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blo
gspot%2FJAoNx+%28Media+Moves%29
Edmonds, R.; Guskin, E.; & Rosenstiel, T; Pew Research Center. (2011). The state of the news
media 2011: Newspapers: Missed the 2010 media rally. Retrieved November 1, 2011
from http://stateofthemedia.org/2011/newspapers-essay/
El Diario/La Prensa Staff (2010, April 22). N.Y. Ethnic Media Published Joint Editorial on
Immigration Reform. Retrieved November 15, 2011 from
http://newamericamedia.org/2010/04/ny-ethnic-media-publish-joint-editorial-on-
immigration-reform.php
Guskin, E & Mitchell, A; Pew Research Center (2011). The state of the news media 2011:
Hispanic media: Faring better than mainstream media. Retrieved October 26, 2011 from
http://stateofthemedia.org/2011/hispanic-media-fairing-better-than-the-mainstream-
media/
Krolicki, K (2009, August 11). GM plans significant increase in ad spending. Retrieved
November 20, 2011 from http://www.reuters.com/article/2009/08/12/retire-us-gm-
advertising-idUSTRE57B07K20090812
Hoy Chicago to increase circulation by 40% (2010, September 17). Retrieved November 8,
2011 from http://www.portada-online.com/article.aspx?aid=3764
Hispanic magazines post uneven results for 2010 but improve over 2009 (2011, January 11).
Retrieved November 16, 2011 from http://blog.media-
economics.com/2011/01/19/hispanic-magazines-post-uneven-results-for-2010-but-
improve-over-2009/
Kantar Media reports US advertising expenditures increased 6.5 percent in 2010 (2011).
Retrieved November 5, 2011 from http://kantarmediana.com/intelligence/press/us-
advertising-expenditures-increased-65-percent-2010
La Prensa Riverside expands Circ, adds USA Weekend as insert (2010). Retrieved November
14, 2011 from http://www.portada-online.com/article.aspx?aid=6429
Morello, C (2009, October 2). Census gets some Latino help and needs it. Retrieved November
15, 2011 from http://www.washingtonpost.com/wp-
dyn/content/article/2009/10/01/AR2009100103206.html?hpid=moreheadlines
New America Media staff (2010, June 25). Time for immigration reform is now: Ethnic media
call for immigration reform. Retrieved November 15, 2011 from
http://news.newamericamedia.org/news/view_article.html?article_id=cdd5e4e8a83a609d
5eb78097203a93cb



Pelay, C. (2011, October 24). Hispanic magazine top 10 tables for January-September 2011: Ad
spending up by 23.8% this year. Retrieved November 15, 2011 from http://blog.media-
economics.com/category/hispanic/hispanic-magazines/
Project for Excellence in Journalism (2010). The state of the news media 2010: Sidebars and
backgrounders. Retrieved November 15, 2011 from
http://stateofthemedia.org/2010/ethnic-summary-essay/siderbars-backgrounders/
Talan, M (2010, March 3). Univision Interactive Media and ImpreMedia announce content
exchange partnership. Retrieved November 21, 2011 from
http://corporate.univision.com/2010/press/univision-interactive-media-and-impremedia-
announce-content-exchange-partnership/
Whisler, K (2010). The state of Hispanic print 2010. Latino Print Network


Spanish Language Internet 32
Internet

A Summary of Spanish Language Internet 2011
Gabe Otteson & Jessica Perrilliat

The Internet continues to alter the landscapes of the media industries. The Web’s rapid
expansion and vast reach have elicited many existential crises from traditional media outlets as
they struggle to adapt. A recent Arbitron survey found that 45% of Americans over the age of 12
(across all ethnicities) consider the Internet to be the medium which is most essential to their
lives, compared to 20% in 2002. Among ages 18-34, 60% of respondents claimed the Internet
as their most essential medium (Arbitron, 2011). It comes as no surprise, then, that the median
age of heavy internet users also skews younger than that of “traditional” radio and TV (Arbitron,
2011). The booming (and also younger-skewing) Hispanic population in the United States
represents a tremendous growth opportunity for Internet media companies.

Data on Internet Adoption and Use
A 2010 Nielsen survey revealed that 72% of US Hispanics have a computer in their
home. Of those, 89% have Internet access and of those, 54% have high-speed or broadband
access. In addition, nearly half (49%) of Spanish-dominant people are on the Internet, and 40%
of mostly English-dominant report using some form of Spanish Internet daily (The Nielsen
Company, 2010). Despite this, the Hispanic population (18+) consumes less Web content in
Spanish only compared to other forms of media, and more likely to consume Web content in
English, as illustrated in Figure 1.


Spanish Language Internet 33

Figure 1: Percent consuming media type by language among
Hispanics 18+

Spanish Only Both English & Spanish English Only

18
29
44
52 57

66 45
29
22
33
26 27 25
16 10
TV Radio Magazines Newspapers Internet

While Internet use among Hispanics has been growing faster than the overall population,
Hispanics and other ethnic groups still lag behind Anglos in terms of overall Internet adoption.
Approximately 65% of Latinos and 66% of African-Americans went online in 2010, compared to
77% of Whites. There is a sizeable gap in broadband use as well, with 45% of Latinos (and 52%
of African Americans) using broadband to access the Internet, compared to 65% of Whites. Cell
phone adoption is slightly more even, with 76% of Latinos, 79% of African American, and 85%
of Whites owning a cell phone (Livingston, 2011). According to Livingston, these differing
usage rates are tied to income disparity. When income is controlled for, the differences in
Internet use, home broadband access and cell phone use between Hispanics and Whites
disappear; Hispanics and Anglos have similar usage patterns when their socioeconomic
situations are similar (Livingston, 2011). Hispanics and Whites are equally likely to access the
Internet and send/receive email from a cell phone, but rates of text and instant messaging are
close. Interestingly, despite that Hispanics are no more likely to use the Internet from a cell
phone thanWhites, they are more likely to do so instead of having an Internet connection at
home. Only 6% of Hispanics report accessing the Web in this way, compared to only 1% to
whites (Livingston, 2011). A Scarborough report on smartphone adoption reveals that the
growth in adoption rate for Hispanics is outpacing the general population (see Table 1).

Table 1 - Smartphone Penetration 2005 2010 % Change
Hispanics 5% 19% 380%
General Population 9% 23% 256%
Source: Scarborough, 2010


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