SMI: Hispanic TV Bucks Market Trend

SMI has real spend data showing how strongly these networks have performed in the past year and the figures speak for themselves 2014 saw the top six Spanish language networks grow by 11 while their English language competitors only grew by 3 Based on our spend figures over the past four years the compound annual growth rate for the Hispanic networks has been 14 while the English language networks have grown by less than 4 in the same periodPrime time has been a happy hunting ground for the two largest Hispanic networks Telemundo and Univision Whilst the major English language networks faced challenges through the last broadcast year these two networks both enjoyed solid doubledigit growth off the back of exceptional ratings performanceAdvertisers are starting to take more notice of this consistent ratings growth and the increased spending power of this crucial group of consumers Leading the charge into this sector has been the automotive industry which has ramped up its spend by more than 40 over the past year while only increasing spend to the English language networks by 3The start of 2015 has seen a continuation of the great performance from the major Hispanic networks The broadcast TV market in January was off 6 on a yearonyear basis while Telemundo and Univision grew by more than 23 Our February data will be released in the coming days and we expect to see strong singledigit increases from both these networks as continued softness impacts the broader market on account of weak retail sales as an example really impacting the scatter marketDespite these great results for the Hispanic networks there is still a sizeable gap between ad spend and viewership when compared with the general market In 2014 the largest Spanishlanguage station Univision held a 16 share of the coveted 18to49yearold audience amongst the top five broadcast networks but it garnered just a 7 share of total ad spend based on SMIamp8217s numbers from the major media buying groups Interestingly the English language broadcasters all attracted a higher percentage share of ad spend than their relative share of audienceThe Hispanic networks have exploded from the shadows and are now giving their English language competitors a serious run for their money We see in our data that advertisers while lagging in their appreciation for the growing power of this audience are finding a new young and engaged group of viewers that will increasingly play a vital role in consumer spending in this countryThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

SMI: Hispanic TV Bucks Market Trend

Author

Publish date

Channel

Archived in

James Fennessy

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

SMI: Hispanic TV Bucks Market Trend

Enjoying This Commentary? There's More to Love

James Fennessy

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies