Spanish Nets Buoyed By Census Results, Soaring Hispanic Growth


Univision has waited eagerly for validation for its excitement about the U.S. Census results to indicate massive growth in its potential audience. Results on Friday showed the number of U.S. Hispanic residents soared 43% since 2000 to 50.48 million.

On an average night, the Univision network reaches 3.71 million viewers -- a small percentage may be non-Hispanics -- while competitor Telemundo averages 1.01 million. Univision sister network TeleFutura averages 880,000.

The census data shows that Hispanics make up 16.3 of the country's population, and are growing four times faster than the population at large.

Univision Networks president Cesar Conde stated that the data "validate what we've known for years -- Hispanics are ... redefining the changing face of America."

Univision has a slew of local stations that also stand to benefit from the population growth, notably in Raleigh-Durham as the Hispanic population more than doubled in North Carolina over the last 10 years. Univision also has a station in the Atlanta market, where there was major Hispanic growth.

Telemundo's owned station group stands to gain as well, notably with its Boston outlet, as the Hispanic population in Massachusetts grew 46% since 2000.

Both businesses own the stations in the significant New York, Los Angeles, Miami, Phoenix, Houston and Dallas markets, which should grow for years to come.

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