BROADCAST TELEVISION AND RADIO IN Hispanic Communities More than 25.1 million households representing 66 million consumers receive television over-the-air through broadcast signals. Nearly 4 million of the households receiving television through an antenna are Hispanic homes, representing 12.2 million Hispanics using over-the-air signals. 1 In fact, 26.3 percent of Hispanics use an antenna to receive their programming. This increases to 42.3 percent among homes where Spanish is the language of choice. Broadcast Television So how are Hispanics receiving news, weather, sports, entertainment, faith-based and Spanish-language programming? For the most part, Hispanics continue to rely disproportionately on the free and local TV and radio that local broadcasters provide. Reliance by Hispanics on over-the-air TV and radio, multicast and Spanishlanguage programming is significant across the American landscape, and broadcasting continues to provide a vital and irreplaceable resource to Hispanic communities. Local Television Market Estimates: Hispanic or Latino TV Homes 2 Rank Designated Market Area (DMA) Hispanic TV Homes % of US Hispanic TV Homes 1 Los Angeles 1,924,270 13.1 2 New York 1,437,900 9.8 3 Miami-Ft. Lauderdale 770,180 5.2 4 Houston 667,160 4.5 5 Dallas-Ft. Worth 534,760 3.6 6 Chicago 528,900 3.6 7 San Antonio 443,440 3.0 8 San Francisco-Oak-San Jose 426,450 2.9 9 Phoenix 376,070 2.6 10 Harlingen-Weslaco-Brownsville-McAllen 316,640 2.2
Over-the-Air Television Penetration in Areas with Significant Hispanic Presence Many high-density Hispanic Designated Market Areas (DMAs) depend exclusively on over-the-air broadcasting, dramatically outpacing other population groups reliance on broadcast-only television. The chart below shows the percent of total market broadcast-only TV homes 3 compared to the percent of Hispanic broadcast-only TV homes. 4 Hispanic Broadcast Only TV Homes Dallas-Ft. Worth Houston Phoenix Harlingen-Weslaco El Paso Fresno-Visalia Tucson Albuquerque Los Angeles San Antonio Denver Austin Hispanic Broadcast Only TV Homes Sacramento Las Vegas Broadcast Only TV Homes Source: Nielsen, May 2015 0% 5% 10% 15% 20% 25% 30% 35% In the chart above, one-third of Hispanic homes in Dallas rely exclusively on broadcast-only TV, yet less than one-fifth of total market homes are broadcast-only. In some cases the majority of broadcast-only TV homes are Hispanic. For example, in Harlingen over 95 percent, in El Paso nearly 89 percent and in Fresno 66 percent of broadcast-only TV homes are Hispanic.
Broadcast-Only Homes Dominate Spanish-Language Television Viewership 5 Viewership of Spanish-language television networks is more likely to occur in broadcast-only homes than in satellite or cable homes. The following are examples of viewership on Spanish-language networks in high density Hispanic markets. Viewership on Spanish-Language Networks in High-Density Hispanic Markets % of Cable TV HH % of ADS (Satellite) TV HH % of Broadcast Only TV HH 100% 80% 30% 24% 33% 23% 23% 35% 27% 32% 35% 60% 40% 20% 9% 61% 23% 53% 16% 51% 26% 51% 26% 51% 18% 47% 33% 40% 29% 39% 28% 38% 0% Dallas Houston Harlingen Fresno Phoenix El Paso Los Denver Angeles Chicago Source: Nielsen, May 2014 Spanish language networks include Univison, Telemundo, Unimas, MundoFox and Azteca America Latino and Spanish Language Broadcast Television Affiliates Broadcast TV provides a number of Spanish-language viewing options for the Hispanic community. Several markets offer multiple viewing options including Univision, Telemundo, UniMás (formally TeleFutura), MundoMax, Estrella, Mega TV, Azteca América and LATV. The following are examples of the prevalence of Hispanic focused television in several major markets. Hispanic Rank DMA Hispanic Full-Power Television Channels 6 Hispanic Multicast Channels 7 1 Los Angeles 7 17 2 New York 3 12 3 Miami-Ft. Lauderdale 5 7 4 Houston 6 13 5 Chicago 3 5 6 Dallas-Ft. Worth 6 4 7 San Antonio 4 4 8 San Francisco-Oak-San Jose 6 7 9 Phoenix 4 7 10 Harlingen-Weslaco- Brownsville-McAllen 7 3
Univision is now one of the top five networks in the U.S. regardless of language, reaching 49 million consumers monthly across all of its platforms. 8 Univision s sister network UniMás (formerly Telefutura) provides entertainment programming, sports and news for Hispanics through its 38 affiliates. 9 Telemundo Network reaches viewers in 46 markets including all of the top 10 Hispanic markets. 10 MundoMax (previously MundoFox), reaches 19 television markets across the country. 11 In 2009, Estrella TV launched broadcasting a combination of game, talk, news, talent, comedy and music shows reaching 80 percent of Hispanic TV homes in the U.S. 12 Azteca America is viewed by 21 million people across the U.S. 13 Spanish-language networks continue to experience rapid viewership growth. During the July 2015 sweeps, UniMás saw year over year double-digit audience growth in primetime among adults aged 18-49 years. 14 In April 2015, Azteca America reached nearly five million total viewers and was viewed on 65 stations. 15 Local Spanish-language stations are also witnessing substantial audience expansion. In September 2015, the twohour premiere of La Banda on Univision recorded 4.2 million total viewers, outperforming ABC, CBS and FOX stations for total viewers in Los Angeles, New York, Miami and Houston. 16 Spanish-language news continues to expand in several markets across the country. Recognizing the importance of the Hispanic community having access to local news, Telemundo began airing a six and 11 p.m. local newscast at WNEU-TV in Boston. 17 In Fresno, Telemundo followed up on this new initiative by launching a one-hour, live weekday news telecast from 5:30-6:30 a.m. 18 Univision s national news program, Noticiero Univision, has been serving the Hispanic community for over 25 years and is the only Spanish-language newscast to receive the Edward R. Murrow Award. 19 Noticiero Univision employs many high profile Hispanic journalists, including nationally renowned anchor Jorge Ramos, who is often referred to as the Walter Cronkite of Latino America. 20 Spanish-language broadcast networks are providing Hispanics more viewing options for sports programming. The 2015 Major League Soccer (MLS) season opening match aired on UniMás. This marked the first time ever that an MLS season opening match was broadcast exclusively on Spanish-language television. 21 In August 2015, Azteca America ranked highest among all Spanish-language stations among the key 18-49 year old demographic during its broadcast of the Mexican soccer league, LIGA MX, games. 22 Hispanics Role in Broadcast Television Hispanic-Americans enjoy an increasingly prominent role in broadcast television. Latino actors can be found in leading roles on some of the most popular and award winning broadcast programs, including Modern Family, 23 Grey s Anatomy 24 and NCIS. 25 Today broadcast television features some of the most iconic Hispanic stars, including most notably, Jennifer Lopez on her new hit show Shades of Blue. Hispanic actors can be found playing a diverse range of roles. This is can be seen in Sara Ramirez s portrayal of orthopedic surgeon, Dr. Callie Torres; Cote de Pablo s playing of the former Mossad agent, Ziva David; and Esai Morales role as Behavioral Unit Section Chief Mateo Cruz. 26 Numerous Hispanic-American actors have been recognized for their stand-out performances on broadcast television programs. Jimmy Smits was awarded a Golden Globe, Screen Actors Guild Award and Emmy for his work on NYPD Blue and LA Law. 27 America Ferreira has won two Imagen Awards, an Emmy, a Screen Actors Guild Award and a Golden Globe Award for her performance on Ugly Betty, which was based on the hit Columbian telenovela Yo Soy Betty, La Fea. 28 Most recently, Gina Rodriguez won the 2015 Golden Globe Award for Best Actress in a TV Series for her role as Jane Villanueva in Jane the Virgin. 29 Hispanic-Americans can also be found working behind the camera. George Lopez not only starred in his autobiographical hit show George Lopez, but was a co-creator, writer, director and producer as well. 30 Eva Longoria, star of ABC s hit show Desperate Housewives, is producing a new comedy on NBC with an all-latino cast, called Hot and Bothered. 31 This year, Mexican-American comedian, Cristela Alonzo, launched the sitcom Cristela, which she created, produced, wrote and starred in. 32
Hispanic and Spanish Language Programming on Digital Multicasting Affiliates In addition to broadcasting on primary channels throughout the U.S., Hispanic-focused television provides a variety of culturally relevant and Spanish-language programming on 382 Spanish-language multicast networks. 33 The number of Spanish-language multicast channels continues to rise and experienced a 35 percent increase in the last year. Below are examples of Spanish-language multicast channels. Spanish-Language Multicast Channels 34 V-Me 57 Azteca America 21 Tele-Romantica 8 Telemundo 48 3ABN Radio Latino 21 AlmaVision 7 LATV 44 UniMás 20 Immigrante TV 4 3ABN Latino 33 TeleXitos 16 Familia TV 4 MundoMax 30 Univision 10 América TeVé 3 Estrella TV 29 Spanish Independent 9 AVIVA TV 3 Hispanic-American Broadcast Television and Radio Station Ownership Hispanics continue to be important stakeholders in broadcast station ownership. According to the FCC s Report on Ownership of Commercial Broadcast Stations, 42 full-power and 126 low-power broadcast television stations have a Hispanic or Latino majority owner(s). 35 The report also states that 322 full-power television stations, or 26 percent of these stations, and 296 low-power stations, or 24 percent of these stations, have at least partial Hispanic or Latino ownership. 36 In terms of radio station ownership, Hispanics have majority ownership of 374 AM/FM stations. They also have a partial stake in 799 AM/FM stations. 37 Broadcast Radio Adoption by Hispanics Regardless of age, time of day or location, radio is a true companion for Hispanics with AM and FM radio, reaching over 40 million Hispanics each week, or 93 percent of all Hispanics in the U.S. 38 Hispanics spend more than 12.5 hours each week listening to radio at home, in the car and on the go. 39 Broadcast radio provides a number of Spanish-language listening options for Hispanic communities across the U.S. There are over 1,100 commercial and non-commercial AM/FM radio stations playing Spanish-language or Latino focused programming. 40 Univision radio operates in 9 of the top 10 markets, 16 markets overall, through 68 stations. 41 Entravision Communications Corp., another broadcaster providing Spanish-language listening options, operates 48 AM/FM stations, reaching nearly 19 million U.S. Hispanics through its over-theair broadcasts. 42
Hispanics are heavily engaged with Spanish-language radio, as Univision radio reaches 15.2 million listeners each week. 43 The following are examples of the time Latinos in major markets spend with Spanish-language and English-language radio each week. 44 Market Rank Market Time Spent with Spanish-language Radio (hrs:mins) Time Spent with English-language Radio (hrs:mins) 1 Los Angeles 7:30 7:00 2 New York 5:30 5:15 3 Miami 7:00 5:45 4 Houston 9:15 6:15 Broadcast Radio on Mobile Phones In the summer of 2015, the two major U.S. wireless carriers, T-Mobile and AT&T, joined Sprint by announcing that they too would be enabling FM digital chips in their cellular phones, meaning that local FM radio will now be available on some smartphones. 45 This expands Hispanic consumers ability to conveniently access free radio service. It also provides the Latino community important public safety information during weather related or other emergencies. Local Television and Radio Economic Impact Local TV and radio broadcasting not only provides Hispanic communities with local news, sports, weather and emergency information, but remains a valuable source of employment that impacts local economies. Local broadcasting generates billions of dollars in annual gross domestic product (GDP) and thousands of jobs in states with large Hispanic populations. The table below shows states with Hispanic population of one million or more. 46 Local TV and Radio Economic Impact by State State Hispanic 47 Population (millions) Hispanic Population Share Total Economic 48 Impact (billions) Number of Jobs 49 (thousands) California 14.4 38% $156.2 316.9 Texas 9.8 38% $108.1 230.1 Florida 4.4 23% $81.5 177.8 New York 3.5 18% $80.8 159.5 Illinois 2.1 16% $56.2 117.0 Arizona 1.9 30% $26.7 57.6 New Jersey 1.6 18% $33.2 66.1 Colorado 1.1 21% $22.7 48.8 New Mexico 1.0 47% $7.4 16.3
1. GfK-Knowledge Networks Home Technology Monitor Survey, Spring 2015. 2. The Nielsen Company, Nielsen Local Television Market Universe Estimates: Hispanic or Latino TV Homes, September 26, 2015. 3. The Nielsen Company. Nielsen Local Television Market Universe Estimates: DMA Quarterly UE s, May 2015. 4. The Nielsen Company. Nielsen Local Television Market Universe Estimates: Hispanic or Latino TV Homes, May 2015. 5. Nielsen, NSI, May 2014. Time Shifting: Live + 7, (168 Hours), Total Day M-Su 5:00AM-5:00AM. 6. BIA Media, BIA MEDIA Access Pro, August 2015. 7. Ibid 8. Univision, Investor Relations. Accessed November 3, 2015, http://investors.univision.net/files/doc_news/2015/q32015-quarterly-highlights-pdf-final.pdf. 9. SNL Kagan, TV Stations by Market and Affiliation, Full Power and Low Power included. Accessed November 2, 2015. 10. SNL Kagan, TV Stations by Market and Affiliation, 9, September, 2015. 11. SNL Kagan, TV Stations by Market and Affiliation, 01 October 2015. 12. Hispanic Market Works, Estrella TV Announces Changes, May 17 2015. Accessed November 2, 2015 at: http://hispanicmarketworks.org/newsletter/ estrella-tv-announces-changes/. 13. PRWeb, Azteca America and InPulse Digital Unite to Give U.S. Hispanic Audience a True Multi-Screen Experience. Accessed November 2, 2015 at: http://www.prweb.com/releases/2015/09/prweb12934276.htm, 14. Business Wire, UniMás Ranked as the No. 1 network, Regardless of Language, on Wednesday night Among Young Adults 18-34 and Adults 18-49. Accessed November 2, 2015 at: http://www.businesswire.com/news/home/20150728006841/en/#.vfbw7ydoudu. 15. Media Moves, Azteca America adds affiliates, sees ratings growth. Accessed November 2, 2015 at: http://www.mediamoves.com/2015/05/aztecaamerica-adds-affiliates-sees-ratings-growth.html. 16. Zap2it, Univision s La Banda Premiere Reaches More Than 4 Million Viewers. Accessed November 2, 2015 at: http://tvbythenumbers.zap2it. com/2015/09/14/univisions-la-banda-premiere-reaches-more-than-4-million-viewers/466276/. 17. Broadcasting and Cable, Boston Telemundo Station Debuts Local News. Accessed November 2, 2015 at: http://www.broadcastingcable.com/news/ local-tv/boston-telemundo-station-debuts-local-news/141653. 18. Bentley, R. Telemundo 51 Launches Local News. The Fresno Bee, September 2, 2015. Accessed November 2, 2015 at: http://www.fresnobee.com/ entertainment/ent-columns-blogs/rick-bentley/article33487665.html. 19. Univision Communications Inc, Programming Highlights. Accessed November 2, 2015 http://corporate.univision.com/wp-content/uploads/2013/01/ MediaKit_Hi_January_2013.pdf. 20. MRC New Busters, NBC: Jorge Ramos The Walter Cronkite of Latino America. Accessed November 2, 2015 at: http://newsbusters.org/blogs/nb/ kyle-drennen/2015/08/26/nbc-jorge-ramos-walter-cronkite-latino-america 21. Deitsch, R. Orlando City FC hosted New York FC in inaugural MLS match, Sports Illustrated. March 3, 2015. Accessed November 2, 2015 at: http:// www.si.com/planet-futbol/2015/03/11/mls-tv-ratings-fox-sports-espn-unimas. 22. Zap2it, Azteca America Tops Spanish-Language Competitors with Highest Rated Liga MX Game of the Week in Key Demographics. Accessed November 2, 2015 at: http://tvbythenumbers.zap2it.com/2015/08/19/azteca-america-tops-spanish-language-competitors-with-highest-rated-liga-mxgame-of-the-week-in-key-ddempgraphics/450460/. 23. ABC, Modern Family Character Biography: Gloria Played by Sofia Vergara. Accessed November 2, 2015 at: http://abc.go.com/shows/modern-family/cast/character-gloria. 24. ABC, Grey s Anatomy Character 101: Callie Torres. Accessed November 2, 2015 at: http://abc.go.com/shows/greys-anatomy/news/classicmoments/122214-callie-torres-sara-ramirez-videos 25. IMDb, Bio page: Cote De Pablo. Accessed November 2, 2015 at: http://www.imdb.com/name/nm1580243/ 26. TV Guide, Exclusive: Esai Morales Joins Criminal Minds as New Section Chief. Accessed November 2, 2015 at: http://www.tvguide.com/news/criminal-minds-exclusive-esai-morales-1068277/ 27. IMDb, Jimmy Smits Awards. Accessed November 2, 2015 at: http://www.imdb.com/name/nm0001751/awards 28. IMDb, America Ferrera Awards. Accessed November 2, 2015 at: http://www.imdb.com/name/nm1065229/awards 29. Golden Globe Awards. Gina Rodriguez Biography. Accessed November 2, 2015 at: http://www.goldenglobes.com/gina-rodriguez. 30. IMDb, George Lopez, Full Cast & Crew. Accessed November 2, 2015 at: http://www.imdb.com/title/tt0310460/fullcredits?ref_=tt_ov_st_sm 31. NBC. Hot and Bothered: About the Show. Accessed November 2, 2015 at: http://www.nbc.com/hot-and-bothered. 32. NBC News, All Jokes Aside, Cristela Alonzo Makes TV History. Accessed November 2, 2015 at: http://www.nbcnews.com/pop-culture/tv/all-jokesaside-cristela-alonzo-makes-tv-history-n221576 33. SNL Kagan, Digital Multicast Networks, SNL Kagan Data Services: Digital multicast TV networks, 1 Dec. 2014. 34. Ibid 35. FCC, Report on Ownership of Commercial Broadcast Stations, pg.6, June 2014. 36. Ibid 37. Ibid 38. Nielsen, State of the Media: Audio Today A Focus on Black and Hispanic Audiences, July 2015. 39. Nielsen, The Total Audience Report Q2 2015, September 2015. 40. BIA Media, BIA MEDIA Access Pro, November 2015.
41. Univision, Univision Radio Accessed November 2, 2015 at: http://corporate.univision.com/media-property/univision-radio/. 42. Entravision, Radio Overview. Accessed November 2, 2015 at: http://www.entravision.com/radio/. 43. Univision, Univision Radio Accessed November 2, 2015 at: http://corporate.univision.com/media-property/univision-radio/. 44. The Nielsen Company, Nielsen Audio, Top 10 Hispanic Metros, Average Weekly Time Spent Listening, July-September 2015. 45. Digital Marketing Consultants, T-Mobile and AT&T announced that they will be enabling FM digital chips in cell phones. Accessed November 2, 2015 at: http://digitalmarketingconsultationexpert.com/2015/08/24/t-mobile-and-att-announced-that-they-will-be-enabling-fm-digital-chips-in-cellphones/. 46. Woods and Poole Economics, Local Broadcasting: An Engine for Economic Growth, 2014 http://www.nab.org/documents/newsroom/pdfs/local_broadcasting_engine_for_growth_publication.pdf 47. Pew Research, Ranking Latino Populations in the States, Hispanic Trends Project, 29, Aug. 2013. 48. Woods and Poole Economics, Local Broadcasting: An Engine for Economic Growth, http://www.nab.org/documents/newsroom/pdfs/local_broadcasting_engine_for_growth_publication.pdf 49. Ibid February 2016 1771 N Street NW Washington DC 20036-2800 202 429 5300 nab.org facebook.com/broadcasters @nabtweets