The market is relatively new, with several networks only in their
first or second year of negotiations. Hispanic-targeted cable networks accounted for 4.8% of viewing in Hispanic homes in November 2006, up from 4.3% for the same period in 2005, and more than double
the 2004 figure, according to a Cabletelevision Advertising Bureau analysis of Nielsen data.
Advertisers are taking notice of the growth and see a chance to reach viewers hard to find on broadcast. "Based on the reactions I've received from advertising agencies, they agree that more choice is a good thing and that young men, in general, are under-served," says Paul Green, vice president of sales at ESPN Deportes.