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Hispanic Television Viewing Trends: Cable Surges, English Broadcast Declines

Diversified viewing habits among Hispanic households have led to an increase in cable TV shares, with a noticeable shift away from traditional broadcast networks between November 2004 and 2006. Spanish-language broadcast shares are declining, while Spanish-language cable experiences triple-digit growth. English-language broadcast shares have decreased even more significantly, driving Hispanic growth towards cable viewing across all dayparts. The data reflects a surge in Spanish-language cable shares and a doubling of Hispanic household shares among M18-49 and W18-49 demographics over the period.

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Hispanic Television Viewing Trends: Cable Surges, English Broadcast Declines

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  1. HISPANIC TELEVISION VIEWING SHARES

  2. Diversified Viewing Has Led To Increased Cable Sharesand Shifts from Broadcast Nov ’04 v. Nov ’06 Total Day Share of Viewing (Total Hispanic HHs) HH W18-49 M18-49 Source: NHTI, Nov ’04, Nov ’06

  3. Diversified Viewing Has Led To Increased Cable Sharesand Shifts from Broadcast Nov ’04 v. Nov ’06 Prime Time Share of Viewing (Total Hispanic HHs) HH W18-49 M18-49 Source: NHTI, Nov ’04, Nov ’06

  4. Spanish-Language Broadcast’s Share of Viewing Is Declining Across Various Demos % Change in Spanish-Language Broadcast Shares Nov ’04 v. Nov ‘06 Total Day Primetime Source: NHTI, Nov ’04 & Nov ‘06

  5. English-Language Broadcast Shares Are Down Even More Significantly Than Spanish Broadcast… % Change in English-Language Broadcast Shares Nov ’04-Nov ‘06 Total Day Primetime Source: NHTI, Nov ’04 & Nov ‘06

  6. Spanish Language Cable’s Share of Viewing Has Triple Digit Growth % Change in Spanish-Language Cable Shares Nov ’04-Nov ‘06 Total Day Primetime Source: NHTI, Nov ’04 & Nov ‘06

  7. Spanish-Language Cable Is Driving Most of the Hispanic Growth to Cable…Across Total Day Total Day % Change in English & Spanish-Language Cable Shares Nov ’04-Nov ‘06 English-Language Cable Spanish-Language Cable Source: NHTI, Nov ’04 & Nov ‘06

  8. Spanish-Language Cable Is Driving Most of the Hispanic Growth to Cable…In Primetime Primetime % Change in English & Spanish-language Cable Shares Nov ’04-Nov ‘06 English-Language Cable Spanish-Language Cable Source: NHTI, Nov ’04 & Nov ‘06

  9. Spanish-Language Cable Share Continues to Surge Across All Dayparts Spanish-Language Cable Share Of Total Hispanic Impressions (Total Hispanic HHs) Total Day Primetime Late Fringe Weekend Day +114% +111% +111% +121% +150% +119% +83% +30% +79% +146% +155% +149% Source: NHTI, Nov ’04 & Nov ‘06

  10. Among Spanish-Language Only, Total Hispanic HH Shares Have Almost Doubled Among M18-49 & W18-49 Spanish-Language Cable Share of Spanish-Language Impressions By Daypart Nov ’04-Nov ‘06 Total Hispanic HHs Total Day Primetime Weekend Day Late Fringe Source: NHTI, Nov ’04, Nov ’06

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