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Capturing the Hispanic Market in Austin: Estrella TV Viewer Profile

Unveiling the viewer profile of Estrella TV in Austin, targeting the rapidly growing Hispanic market. Explore demographics, buying power, and business trends. Discover key insights for effective marketing strategies.

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Capturing the Hispanic Market in Austin: Estrella TV Viewer Profile

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  1. INTRODUCING “…A NEW FORCE IN HISPANIC (NETWORK) TV” -Kevin Downey, MEDIALIFE March 20, 2009

  2. Who’s Watching Estrella? Adults 18+ That Watched Estrella in the past week Number of Children in Household 30% - zero 12% - one 34% - two 20% - three 3% - four+ Occupations 18% White Collar 37% Blue Collar 11% Retired 42% Homemaker 9% Student Education Level 22% High School Graduate 16% Some College 5% College Graduate 2% Post Graduate Source: Stowell Research 2011 and 2012,

  3. The Hispanic population is growing more rapidly than the total population, • a trend that is projected to continue … • In Austin, the annual Hispanic purchasing power is $7.9 billion, making the region one of the top 25 Hispanic markets in the country - Greater Austin Hispanic Chamber of Commerce • U.S. Hispanic owned small businesses are outpacing the growth of all other small businesses in the U.S. by a ratio of 3 to 1 - Greater Austin Hispanic Chamber of Commerce • Austin has over 14,000 Hispanic owned businesses – Greater Austin Hispanic Chamber of Commerce • ESTRELLA VIEWER PROFILE: • 74% are Spanish dominant Households • 53% Men, 47% Women • 79.3% between 18-34 • 44% have a household income of $40K+ • 19% are High School graduates, 25% have some college experience • 51% are married • 35% own their own home • 60% are currently employed • 76% have a household size of 4+ • 84% have1+ Kid • 2010 Census: Austin Metro Area • There are 538,313 Hispanics living in the Austin Metro Area, which represents 1/3 of the total population of 1,716,291. Just in the City of Austin, there are 277,707 Hispanics out of a total population of 790,000 (accounting for more than 35% of the total population). • Between 2000 and 2010, the Hispanic population in the Austin Metro increased by 64%. This growth accounted for 45% of the total growth for the Metro area. • Source: “Austin Hispanics and Census 2010 (ppt)”. 2011 Source: Stowell Research, Austin 2011; who watched NVUE in past 7 days. Estrella TV is a 24-hour Spanish language network on digital multicast channel 24.2 (NVUE) and Time Warner Digital Cable channel 605, providing the growing Hispanic community in the Austin area.

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