The State of Spanish Language Media                 2011 Annual Report                                           ...
The State of Spanish Language Media         2011 Annual Report   A research report compiled by the staff ofThe Center for ...
ii   The State of Spanish Language MediaFebruary 2012The staff of the Center for Spanish Language Media at the University ...
iiiThe State of Spanish Language Media                         Table of ContentsSpecial Note: A Quick Summary of the 2010 ...
iv                                Special Note:  A Quick Summary of the 2010 Census Results Relating to Hispanics       Th...
Spanish Language Radio    1        Radio              The State of Spanish Language Media Industries:             A Summar...
Spanish Language Radio   2  Report, MRC CEO and Executive Director George Ivie said Arbitron’s PPM service isproceeding th...
Spanish Language Radio         3  Curiously, girls and young women (12-17 and 18-24) spent more time listening to radio th...
Spanish Language Radio    4          Spanish radio formats continued to gain ground in 2010-2011. The Mexican Regionalform...
Spanish Language Radio   5           Clear Channel expanded iHeartRadio’s already long reach in 2010-2011 by entering into...
Spanish Language Radio    6          The dramatic increase in US Government spending can be attributed in large part to th...
Spanish Language Radio   7  ReferencesAdvertising Age Hispanic Fact Pack. (2011). Ad Age Data Center.Arbitron (2010). Hisp...
Spanish Language Radio   8  Radio Business Report. (2011, April 1st). The MRC view on accrediting Arbitron’s PPM.       Re...
Spanish Language Television   9      Television          The State of Spanish Language Media Industries:        A Summary ...
Spanish Language Television    10          According to Advertising Age Hispanic Fact Pack, the top five Hispanic local te...
Spanish Language Television   11     Table 2: Five Largest Advertisers in Hispanic Network TV     Rank                   M...
Spanish Language Television   12 Galavisión, Telemundo, Mun2, Azteca América, Estrella TV, LATV, and V-me all had a year o...
Spanish Language Television    13         Univision’s digital division, Univision Interactive Media, Inc. successfully bro...
Spanish Language Television   14 Galavisión        Galavisión, also owned by Univision, is the #1 Spanish language cable n...
Spanish Language Television    15 live streaming of the awards show generated more than 500,000 page views (Business Wire,...
Spanish Language Television   16 Salsa Merengue Bachata,” has increased its fan base by +41% since December 2010, with50,0...
Spanish Language Television    17 Conclusion         In addition to all of the other forms of media that are quickly becom...
Spanish Language Television   18 for Spanish language television because now English language networks are offering Spanis...
Spanish Language Television   19 ReferencesAdvertising Age Hispanic Fact Pack. (2011). Ad Age Data Center.Business Wire (2...
Spanish Language Television   20        http://www.ny1.com/content/special_reports/hispanic_heritage_2011/148620/hispanic-...
Spanish Language Television   21         October 20, 2011 from http://www.rbr.com/tv-cable/tv-cable_ratings/week-4-telefut...
Spanish Language Television   22       October 27, 2011 from http://articles.latimes.com/2011/jun/20/entertainment/la-et-k...
Spanish Language Print   23         Print              The State of Spanish Language Media Industries:            A Summar...
Spanish Language Print       24  (Guskin and Mitchell, 2011). Local ad revenue makes up a substantially larger portion of ...
Spanish Language Print     25  Chicago’s Hispanic population, particularly in the suburbs (Hoy Chicago to increase circula...
Spanish Language Print   26  Compared to 2009, 2010 experienced a net loss of 3 newspapers; with one more daily and 4fewer...
Spanish Language Print   27      Table 4 - Largest Advertisers in Hispanic Dollars in thousands    Newspapers             ...
Spanish Language Print   28      Table 5 - Top Spanish Magazines                               Dollars in    by Ad Revenue...
Spanish Language Print    29      Table 6 - Largest Advertisers in Hispanic Dollars in thousands    Magazines             ...
Spanish Language Print   30  References Advertising Age Hispanic Fact Pack. (2010). Ad Age Data Center.Advertising Age His...
Spanish Language Print   31  Pelay, C. (2011, October 24). Hispanic magazine top 10 tables for January-September 2011: Ad ...
Spanish Language Internet   32       Internet                   The State of Spanish Language Media Industries:           ...
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
State of Spanish Language Media
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State of Spanish Language Media

  1. 1.   The State of Spanish Language Media  2011 Annual Report    The Center for Spanish Language Media  The University of North Texas   
  2. 2. The State of Spanish Language Media 2011 Annual Report A research report compiled by the staff ofThe Center for Spanish Language Media The University of North Texas 1155 Union Circle #310589 Denton, TX 76203-5017 940-565-CSLM (2756) spanishmedia@unt.edu
  3. 3. ii The State of Spanish Language MediaFebruary 2012The staff of the Center for Spanish Language Media at the University of North Texas ispleased to present this research report entitled The State of Spanish Language Media for2011. The information in this report was compiled by graduate research assistants andCenter faculty, and represents, to the best of our abilities—a summary of activities takingplace in the following media industries: radio, television, newspapers, Internet andadvertising, and key transactions. The report concludes with a few projections for 2012.The Center for Spanish Language Media was established on September 1, 2006 at theUniversity of North Texas as the first such entity of its kind in the United States, with athree-fold mission of education, research and professional development. The State ofSpanish Language Media is part of our research mission, to gather and disseminateresearch on the key SL media operating in the United States.Any errors or omissions in this report are the responsibility of the Center for SpanishLanguage Media, and do not reflect the opinions of the University of North Texas.The Center has more research available on our web site athttp://www.spanishmedia.unt.edu.As we publish this report, we regret to inform you this may be our last annualcompilation. The Center will exhaust our internal funding later this year, and unless weare successful with new grants and external fundraising efforts, we may not be able tocontinue our activities. If that is the case, it will be a loss for everyone interested inresearch on Spanish media in the United States. But until that happens, we’ll keepworking.We welcome your comments and feedback on this report or other activities via email atspanishmedia@unt.eduDr. Alan B. Albarran, Center DirectorChristine Paswan, Assistant DirectorJessica Perrilliat, Graduate Research AssistantGabe Otteson, Graduate Research Assistant
  4. 4. iiiThe State of Spanish Language Media Table of ContentsSpecial Note: A Quick Summary of the 2010 Census ResultsRelating to Hispanics ivSpanish Language Radio Gabe Otteson 1Spanish Language Television Jessica Perrilliat 9Spanish Language Print Gabe Otteson 23Spanish Language Internet G. Otteson & J. Perrilliat 32Spanish Language Advertising Jessica Perrilliat 40SL Mergers and Acquisitions Dr. Alan B. Albarran 48Projections for 2012 Dr. Alan B. Albarran 50Note: No permission is needed to cite information from this report as longas authorship credit is given to the Center for Spanish Language Mediausing the following suggested reference style:Center for Spanish Language Media. (2011). The State of Spanish Language Media. Denton, TX: Author.
  5. 5. iv Special Note: A Quick Summary of the 2010 Census Results Relating to Hispanics Throughout this report, we will be referring to the results of the 2010 Census as afoundation for our analysis and especially for future predictions and outlooks. Spanishlanguage media has been growing throughout much of the last decade, so it may notcome as much of a surprise that an increase in the Hispanic population coincides with thisgrowth. Census data can be a tad dense to pour over, so here we present the relevanthighlights gleaned from the Census Bureau’s 2010 Census Briefs: The HispanicPopulation 2010. - The Hispanic population grew by 43%, with Hispanics accounting for 56% of the population increase in the decade between the 2000 and 2010 Censuses. The Hispanic population is now reported at 50.5 million. This makes up roughly 16% of the US population. - Not much of a surprise here, the Latino population remains concentrated is the Western and Southern states, with 41% living in the West, and 36% in the South. Hispanics accounted for 29% of the total population in the West, and 16% in the South. - The Northeast and the Midwest experienced growth too; the regions accounted for 14% and 9% of the Hispanic population, respectively. Hispanics accounted for 13% of the Northeast’s population and 7% of the Midwest’s. - Growth rates were highest in the South and the Midwest. In the South, the Hispanic population grew 57%, a staggering four times the increase of the total population growth of 14%. The Midwest’s Hispanic population increased by 49%, a mind-boggling twelve times the total population growth in the region (4%). - Over half of the Hispanic population continues to reside in the states of California, Florida, and Texas. We have more in-depth Census analysis available on our blog: http://centerforspanishlanguagemedia.blogspot.com/ and the complete 2010 Census Briefs: The Hispanic Population 2010 is available online at the Census Bureau’s website: http://www.census.gov/prod/cen2010/briefs/c2010br-04.pdf
  6. 6. Spanish Language Radio 1  Radio   The State of Spanish Language Media Industries: A Summary of Spanish Language Radio 2011 Gabe Otteson Center for Spanish Language Media, University of North Texas At home or away, from dusk to dawn, radio is a valued and primary media platform forHispanic consumers’ lives (Arbitron, 2010). In spite of the wide variety of alternatives availabletoday, radio continues to have a near universal reach to Hispanics. According to Arbitron’sHispanic Radio Today 2010 report, radio’s overall reach among Hispanic consumers hasremained constant at 94%-96% since Arbitron began studying Hispanic Radio in 2001 (Arbitron,2010). Regardless of Spanish-dominant or English-dominant language preference, radio reachesat least 91% of Hispanic men and women in all age categories under the age of 65 (Arbitron,2010). The Pew Research Center’s report The State of the News Media 2011 noted that Spanishlanguage media was faring better in the tough economic environment than their English languagecounterparts, and radio is no exception (Guskin & Mitchell, 2011). Spanish radio wasn’timmune to revenue drops in 2010-2011, when Spanish radio’s “Big Three” (Univision, SpanishBroadcasting System, and Entravision) all posted revenue loss (Pew Research Center, 2011).Spanish radio continued to grow, but the same difficult economic environment that hurts radio asa whole has slowed Spanish radio’s growth to 0.7% from 2010 to 2011 (Pew Research Center,2011). Data from the 2010 US Census provide Spanish radio broadcasters with a sense ofoptimism as articulated by B. Eric Rhodes, publisher of Radio Ink: “This census will turn the tidefor Hispanic radio. Because of the growth of the Latino population, its importance as amarketing segment will impact all advertisers in America and all radio groups" (PR Newswire,2011).PPM – A Follow-Up The PPM controversy that raged among Spanish-language (and other minoritybroadcasters) since 2008 lingers in 2011. Back in 2009, the House Committee for Oversight andGovernment Reform subpoenaed information from the Media Ratings Council (an independentindustry body that accredits media ratings systems). The information gleaned from subpoena ledthe Committee to conclude that PPM had “persistent problems” with sampling minorityaudiences (Shargrin & Warfield, 2009). Lawsuits, later settled, were filed against Arbitron inearly 2009 by officials in New York and New Jersey claiming the PPM data “threatened theexistence of critical media serving minority communities” (New York Daily News, 2009). In2010, Spanish Broadcasting System (Verrinder, 2010) and Univision (PR Newswire, 2010)managed to resolve their issues with Arbitron and its PPM system although issues remained withmarket accreditation, with only 3 markets having been accredited by the Media Ratings Council. By October 2011, the MRC had accredited just 14 out of 48 PPM markets, with the other34 listed as “Currently under Review” (MRC, 2011). In an interview with Radio BusinessThe State of Spanish Language Media, 2011 
  7. 7. Spanish Language Radio 2  Report, MRC CEO and Executive Director George Ivie said Arbitron’s PPM service isproceeding through the accreditation process slower than usual, saying “It’s a complex thing toaccredit a new service and Arbitron is adjusting the service to meet the compliance needs of theMRC – and that’s taking time,” (Radio Business Report, 2011 April 1st). Ivie added that PPM isa unique service and Arbitron’s implementation has evolved over time throughout theaccreditation process (Radio Business Report, 2011 April 1st). Arbitron’s Radio Today 2011report cites the expansion of the PPM service as a key reason for the rating increases of certainSpanish-language formats, seemingly contradicting earlier fears of minority under-representation. Arbitron continues to confidently push its PPM system as the future of radio ratingsmeasurement for all languages. The long road to full accreditation of the PPM system willcontinue to be an issue to observe for years to come as the process moves on.Radio Listening Habits Among Hispanics, men overall spent more time listening to radio than women, with theexception of teenagers. Time spent listening peaked for both genders in the age group of 45-54.Hispanic men 45-54 spent on average the most time listening to radio at 18 hours 34 minutes perweek. Among men the next-highest age groups were 55-64 (18 hours, 26 minutes) and 35-44(17 hours 18 minutes). These age groups also represented the highest listening for women too,with ages 45-54 at 15 hours, 49 minutes, 55-64 at 14 hours, 50 minutes, and 35-44 at 14 hours,37 minutes. Graph 1: Radio Listening Habits among Hispanics Source: Advertising Age Hispanic Fact Pack 2011The State of Spanish Language Media, 2011 
  8. 8. Spanish Language Radio 3  Curiously, girls and young women (12-17 and 18-24) spent more time listening to radio thantheir male counterparts. Girls 12-17 spent 10 hours 27 minutes (compared to boys’ 8 hours 36minutes) and young women ages 18-24 spent 13 hours 12 minutes (compared to men 12 hours 50minutes). Ratings data for Fall 2011 is not available at press time. Table 1 lists the top fiveHispanic radio markets for Fall 2011(Arbitron, 2011-b). Table 1 ‐ Top Spanish Radio Markets      Market  Hispanic Market  Overall Market  Hispanic  Rank  Rank  Population  Los Angeles  1  2  4,438,200  New York  2  1  3,566,600  Miami‐Ft. Lauderdale‐ 3  12  1,830,400  Hollywood  Houston‐Galveston  4  6  1,674,900  Chicago  5  3  1,528,100  Source: Arbitron Fall 2011 Market Ratings The top Spanish language radio stations, according to Fall 2010 data, were (in order):WSKQ-FM, a Spanish Tropical format in New York averaging nearly 56,000 listeners perquarter hour; KLVE-FM, a Spanish Contemporary format in Los Angeles averaging over 43,000listeners per quarter hour; WPAT-FM and WXNY-FM, both Spanish Contemporary formats inNew York, averaging 40,000 and 38,000 listeners per quarter hour respectively; and KSCA-FM,a Mexican Regional format in Los Angeles averaging 36,000 listeners per quarter hour. Table 2 ‐ Top Spanish Radio Stations      Station  Market  Format  Owner  Average  Listeners* WSKQ‐FM  New York  Spanish Tropical  Spanish Broadcasting  55,900  System  KLVE‐FM  Los Angeles  Spanish Contemporary Univision Communications  43,500  WPAT‐FM  New York  Spanish Contemporary Spanish Broadcasting  40,200  System  WXNY‐FM  New York  Spanish Contemporary Univision Communications  38,200  KSCA‐FM  Los Angeles  Mexican Regional  Univision Communications  36,200  * per average quarter hour        Source: Advertising Age Hispanic Fact Pack 2011The State of Spanish Language Media, 2011 
  9. 9. Spanish Language Radio 4   Spanish radio formats continued to gain ground in 2010-2011. The Mexican Regionalformat continued to be the top choice among Spanish language listeners, and among the top fourformats overall in reaching adults 25-34; 32% of its audience composition falls under this agecategory. Arbitron’s Radio Today 2011 report shows that Mexican Regional was the only majorformat to post an increase in time-spent listening (TSL) from year to year. Mexican Regionalwas number 1 in TSL for adults 18-34 and 25-54; number 2 for persons 12-24 and tied forsecond for adults 35-64 (Arbitron, 2011-a). Arbitron credits their PPM measurement system inpart for the increase, noting that “The format’s data also reflect a number of Univision stations inPPM markets that were previously unencoded” (Arbitron, 2011-a p.8). In PPM markets,Mexican Regional outperformed its overall share and posted its highest one-year gain in fiveyears. The Spanish Contemporary format added to its market share for the first time sinceSpring 2005 with nearly all of its ratings data coming from PPM markets. Nearly half of theformat’s audience (48%) was between 25 and 44 years old; with 25% falling between 25 and 34,and 23% between 35 and 44. Compared to recent years, Spanish Contemporary’s listener profilehas been gradually shifting towards an older, more mature demographic. One other interestingnote: the audience for Spanish Contemporary had an unusual audience breakdown by daypart.Spanish Contemporary stations scored highest on weekends and lowest in mornings; the oppositeof radio’s traditional listening structure (Arbitron, 2011-a). The Spanish Adult Hits format posted its highest ratings to date, increasing its audienceshare from 0.8% to 1.1%. SAH performed 45% better in PPM markets than its national average,and only registered slightly lower ratings than its national average in Diary-measured markets.The important 25-54 age group represented 64% of the format’s audience composition. Thedemographic breakdown was uniformly balanced as 44% were between 25 and 44 years old,while 43% were aged 35-54. More than 97% of the Spanish Adult Hits audience is Hispanic, thehighest percentage out of the formats surveyed by Arbitron in their Radio Today 2011 report.The format also skewed heavily male and had 89% of its audience under the age of 65.Interestingly, the format’s proportion of listening in the home was higher than any other Spanishformat, and 6th highest overall (Arbitron, 2011-a).Spanish Non-Terrestrial Radio Internet radio and satellite radio continued to broaden their appeal to Hispanic audiencesin 2011. Broadcast giant Clear Channel’s web and smartphone streaming app, iHeartRadio,made strides in popularity on the whole since its inception. Just 20 months after its initiallaunch, iHeartRadio had been downloaded over 1 million times via iTunes; before Blackberryand Android versions had been released (iHeartradio App Sees One Million iPhone Downloads;Blackberry is Next, 2009). An October 2011 report by Triton Digital shows that while Pandoracontinues to draw in more total online listeners, iHeartRadio is growing at about the same 10%rate (Triton Digital, 2011). iHeartRadio differs from similar services like Pandora because itoffers audio streams from Clear Channel radio stations nationwide (No AM/FM receiverrequired, 2008). iHeartRadio is free to download, and in September 2011 Clear Channelexpanded the service by offering the option of customized radio stations a la Pandora andlast.fm. The service is not without its catches; the radio channels have ads and listeners cannotchoose songs on demand (Best Music Apps: iHeartRadio, 2011).The State of Spanish Language Media, 2011 
  10. 10. Spanish Language Radio 5   Clear Channel expanded iHeartRadio’s already long reach in 2010-2011 by entering intoa multi-year strategic partnership with Microsoft. The deal further integrates iHeartRadio intoMicrosoft’s XboxLive online service by making iHeartRadio the only digital radio serviceavailable on XboxLive (Clear Channel, Microsoft extend iHeartRadio/XboxLive integration,2011). This move could have significant impact on the Hispanic market for two reasons. First,the Xbox360 ranks first among video game consoles usage, according to a recent Nielsen report(Nielsen Top Tens – Video Games, 2011). Secondly, a 2010 survey by Univision revealed thatHispanics were twice as likely as non-Hispanics to purchase video games within the next thirtydays, and were 15% less likely to cite cost as a determining factor (Mcclellan, 2010). Satellite radio also made strides toward reaching more Hispanic listeners. SiriusXMannounced plans to roll out an expanded channel lineup, which they call SiriusXM 2.0(SiriusXM introduces SiriusXM 2.0, 2011). An integral part to this expansion is the newSiriusXM Latino lineup, which features an additional 10 Spanish language music channels, aswell as adding RadioFormula Mexico (24/7 news and talk from Mexico’s leading broadcaster)and Playboy en Espanol. Upcoming additions are expected to include expanded college sportscoverage on multiple Deportes en Vivo channels (as well as expanded MLB coverage), and thesatellite debut of iconic talk show host Cristina Saralegui’s Cristina Radio, a show featuring“lifestyle, health and family programming for Latinas, produced by National LatinoBroadcasting” (SiriusXM introduces SiriusXM 2.0, 2011).Advertising on Spanish-Language Radio Gross ad spending for Hispanic spot radio went up in 2010, with spending increasing 6%representing the fourth-highest increase after spot TV’s 17.4%, magazines’ 13.3, and theInternet’s 10.9% (Advertising Age Hispanic Fact Pack, 2011). The five biggest advertisers onHispanic spot radio in 2010 (the most recent year that data is available) are, in order,Broadcasting Media Partners (Univision), AT&T, the United States Government, McDonald’sCorporation, and Verizon Communications. Broadcasting Media Partners (Univision) spentapproximately $21.2 million on Spanish spot radio, an increase of 4.1% from 2009. Telecomgiant AT&T’s spending on Spanish radio ads increased by 26.2% from 2009, to approximately$15.6 million. The United States Government’s spending drastically increased 88.8% up to justover $13 billion. McDonald’s Corp was the only member of the top five to experience a drop inSpanish radio advertising, falling 1.7% to $11.3 million. Rounding out the top five is telecomgiant Verizon Communications, where spending increased 7.9% up to $9.8 million. Table 3 ‐ Largest Advertisers In Hispanic  dollars in      Spot Radio  thousands  Company  Spending 2010  Spending 2009  % Change  Broadcasting Media Partners (Univision)  $21,213  20,369  4.1  AT&T  15,617  12,371  26.2  US Government  13,011  6,892  88.8  McDonalds Corp  11,310  11,505  ‐1.7  Verizon Communications  9,843  9,119  7.9  Source: Advertising Age Hispanic Fact Pack, 2011The State of Spanish Language Media, 2011 
  11. 11. Spanish Language Radio 6   The dramatic increase in US Government spending can be attributed in large part to the2010 Census process. In early 2010, the Census Bureau announced a $133 million advertisingcampaign informing citizens about the Census and urging them to return their forms; $23 millionof which were to be devoted to Hispanic media (Radio to Take a Cut of Census Spending, 2010).The 2010 Census marked an increase in targeting advertising aimed at hard-to-count areas, aswell as the first time that the Census Bureau used bilingual (English/Spanish) forms (Yen, 2010).Conclusion The relative boom the Hispanic population in the United States has experienced in thedecade between the 2000 and 2010 Census, would seemingly suggest that Spanish mass media inall forms, including radio, should continue to grow in the coming years. Although the sluggisheconomic environment has made it tough on all forms of mass media in nearly all languages,Spanish radio has been faring better than its English-language counterpart (Guskin & Mitchell,2011). Spanish radio formats continue to grow in popularity, and the most popular (MexicanRegional, Spanish Contemporary, and Spanish Adult hits) continue to grow their appeal amongperhaps the most widely coveted audience demographic, persons 18-44. Non-terrestrial radiooptions (streaming audio, satellite radio) represent a challenge to traditional broadcast radio onthe whole, and Spanish radio is no exception. Spanish radio needs to continue to embrace thesenew options in order to continue to remain, as Arbitron characterizes, “a vibrant and importantpart of Hispanic Americans’ lives (Arbitron, 2010, p2).The State of Spanish Language Media, 2011 
  12. 12. Spanish Language Radio 7  ReferencesAdvertising Age Hispanic Fact Pack. (2011). Ad Age Data Center.Arbitron (2010). Hispanic Radio Today 2010: How America Listens to Radio. Retrieved October 11, 2011 from http://www.arbitron.com/downloads/hisp_radio_today_10.pdfArbitron (2011-a). Radio Today 2011: How America Listens to Radio. Retrieved October 11, 2011 from http://arbitron.com/downloads/Radio_Today_2011.pdfArbitron. (2011-b). Arbitron Radio Market Rankings: Fall 2011. Retrieved October 12, 2011, from http://www.arbitron.com/home/mm001050.aspBest music apps: iHeartRadio (2011). Retrieved October 30, 2011 from http://www.fiercemobilecontent.com/special-reports/what-are-best-music-apps- 2011/best-music-apps-iheartradioGuskin, E & Mitchell, A; Pew Research Center (2011). The State of the News Media 2011: Hispanic Media: Faring Better Than Mainstream Media. Retrieved October 26, 2011 from http://stateofthemedia.org/2011/hispanic-media-fairing-better-than-the-mainstream- media/iHeartRadio app sees one million iPhone downloads; Blackberry is next. (2009, March 16). Retrieved November 5, 2011 from http://www.clearchannel.com/Radio/PressRelease.aspx?PressReleaseID=2378Mcclellan, S. (2010). Univision teams up with CBS’ Gamespot. Retrieved October 31, 2011 from http://www.adweek.com/news/television/univision-teams-cbs-gamespot-101975Media Rating Council. (2011). Accredited services and services under review. Retrieved October 19, 2011 from http://mediaratingcouncil.org/Accredited%20Services.htmNew York Daily News. (2009). Hispanic leader hails PPM vigilance. Retrieved October 25, 2011 fromhttp://www.nydailynews.com/entertainment/tv/2009/01/12/2009-01- 12_hispanic_leader_hails_ppm_vigilance.htmlNielsen Top Tens – Video Games (2011). Retrieved October 30,2011 from http://www.nielsen.com/us/en/insights/top10s/video_games.htmlNo AM/FM receiver required: Clear Channel brings top radio stations to Apple iphone, ipod touch, 2008). Retrieved October 19, 2011 from http://macdailynews.com/2008/10/13/clear_channel_brings_top_radio_stations_to_apple _iphone_ipod_touch/Pew Research Center. (2011). Hispanic radio update. Retrieved October 25, 2011 from http://stateofthemedia.org/2011/african-american/glossary/#hispanic-radio-updatePR Newswire. (2010). Univision Radio signs agreement for Arbitron Portable People Meter radio rating services. Retrieved October 18, 2011, from http://www.prnewswire.com/news-releases/univision-radio-signs-agreement-for-arbitron- portable-people-meter-radio-rating-services-109866704.htmlPR Newswire. (2011). San Diego to host third Radio Ink Hispanic Radio Conference. Retrieved October 27, 2011 from http://www.prnewswire.com/news-releases/san-diego-to-host- third-radio-ink-hispanic-radio-conference-132629008.htmlThe State of Spanish Language Media, 2011 
  13. 13. Spanish Language Radio 8  Radio Business Report. (2011, April 1st). The MRC view on accrediting Arbitron’s PPM. Retrieved October 25, 2011 from http://www.rbr.com/radio/the-mrc-view-on-accrediting- arbitron-s-ppm.htmlRadio to Take a Cut of Census Spending (2010). Retrieved October 30, 2011 from http://www.radioink.com/Article.asp?id=1661857&spid=30800Shargrin, C., & Warfield, C. J. (2009). Arbitron’s flawed ratings hurt minority radio. Retrieved October 25, 2011, from http://thehill.com/opinion/op-ed/61241-arbitrons-flawed-ratings- hurt-minority-radioSiriusXM Introduces SiriusXM 2.0 with new music, sports, and entertainment channels, including SiriusXM Latino (2011). Retrieved October 30, 2011 from http://investor.sirius.com/releasedetail.cfm?ReleaseID=615472Triton Digital (2011). Triton Digital releases September internet audio top 20 rankers. Retrieved November 6, 2011 from http://www.tritondigital.com/Media/Default/Rankers/september-ranker-2011.pdfVerrinder, J. (2010). SBS and Arbitron reach agreement to dismiss PPM legal dispute. Retrieved January 10, 2011, from http://www.research-live.com/news/legal/sbs-and-arbitron-reach- agreement-to-dismiss-ppm-legal-dispute/4002842.articleYen, H. (2010). Census response rate 2010: high response saves $1.6 billion. Retrieved October 31, 2011 from http://www.huffingtonpost.com/2010/08/10/census-response-rate- 2010_n_676622.htmlThe State of Spanish Language Media, 2011 
  14. 14. Spanish Language Television 9 Television   The State of Spanish Language Media Industries: A Summary of Spanish Language Television 2011 Jessica A. Perrilliat Center for Spanish Language Media, University of North Texas The growth of Hispanics in the United States has continued to increase rapidly.According to the 2010 Census, over 50 million Hispanics now live in the United States (Census,2010). In addition to the Hispanic population’s increase, Hispanic television households are alsoon the rise. There are currently 13,348,190 Hispanic television households, and Nielsen haspredicted the number will increase by 4.6% to 13,957,750 in 2012 (Nielsen, 2011a). With all of the Hispanic television households in the U.S., there are differencesaccording to language when it comes to television consumption. As seen in Figure 1 below,Hispanic adults 18+ prefer to watch television in three different ways. 16% of the surveyparticipants watch television in Spanish only, 18% in English only, and 66% choose to watchtelevision in both English and Spanish. Although 40% of Hispanics speak in Spanish and 50% ofthe Hispanic population born in the United States can speak English, some choose to use Spanishas an alternative (Kahn, 2011). Figure 1: Television Consumption  Among Hispanic Adults (18+) By  Language Spanish Only 16% English Only 18% Both Spanish and 66% English(Adapted from: Advertising Age Hispanic Fact Pack, 2011)The State of Spanish Language Media, 2011  
  15. 15. Spanish Language Television 10  According to Advertising Age Hispanic Fact Pack, the top five Hispanic local televisionmarkets include: Los Angeles (#1), New York (#2), Miami-Fort Lauderdale (#3), Houston (#4),and Dallas-Fort Worth (#5). Hispanic viewers in television markets are continuing to grow. Lastyear, the top five local television markets were ranked in the exact same order, but there has beentremendous growth this year. In comparing last year’s numbers, there were 1,868,200 Hispanictelevision households and 5,659,170 total television households in Los Angeles, but this year,there was a 25, 610 increase for Hispanic television households and a 7,730 increase for totaltelevision households (See Table 1). In New York last year, there were 1,251,460 Hispanictelevision households and 7,493,530 total television households. According to the numbers inTable 1, this year there was an increase by 24,670 in Hispanic television households and 21,800in total television households. Miami-Ft. Lauderdale had 666,230 Hispanic television householdsand 1,538,090 total television households last year, but this year it grew by 24,410 in Hispanictelevision households and 42,490 in total television households. For Houston, there were 561,390Hispanic television households and 2,123,460 total television households, but this year there wasa 24,730 increase in Hispanic television households and a 53,760 increase in total televisionhouseholds. In Dallas-Fort Worth last year, there were 506,020 Hispanic television householdsand 2,544,410 total television households. This year there was an increase by 20,740 in Hispanictelevision households and 2,573,890 in total television households.Table 1: Top Five Hispanic Local TV Markets Rank Market Hispanic TV Total TV HH Hispanic % of all HH #1 Los Angeles 1,893,810 5,666,900 33.4 #2 New York 1,276,130 7,515,330 17.0 #3 Miami-Ft. Lauderdale 690,640 1,580,580 43.7 #4 Houston 586,120 2,177,220 26.9 #5 Dallas-Fort Worth 526,760 2,594,630 20.3 (Adapted from: Advertising Age Hispanic Fact Pack, 2011)Advertising Spending Spanish language television advertising spending has become an important support baseof television programming for Hispanic viewers. Because of the increase in Hispanic population,marketers recognize the large impact that Hispanics can have on the growth of advertisingspending. As noted in Table 2, the five largest advertisers in 2010 were Procter & Gamble (#1),DirecTV (#2), Lexicon Marketing Corporation (#3), McDonald’s Corporation (#4), and GeneralMills (#5).The State of Spanish Language Media, 2011  
  16. 16. Spanish Language Television 11  Table 2: Five Largest Advertisers in Hispanic Network TV Rank Marketer 2010 2009 % CHG #1 Procter & Gamble Co. $165,763 $137,095 20.9 #2 DirecTV $104,575 $60,132 73.9 #3 Lexicon Marketing Corp. $98,254 $102,813 -4.4 #4 McDonald’s Corp. $96,803 $84,495 14.6 #5 General Mills $88,825 $70,607 25.8 (Adapted from: Advertising Age Hispanic Fact Pack, 2011) The five largest advertisers in Hispanic spot television, noted in Table 3 include: AT&T(#1), Verizon Communications (#2), Time Warner Cable (#3), Broadcasting Media Partners(#4), and Comcast Corporation (#5). All of them increased advertising spending. From 2009 to2010, AT&T increased by $16,963,000, Verizon Communications by $9,297,000, Time WarnerCable by $9,161,000, Broadcasting Media Partners (Univision) by $11,192,000, and ComcastCorporation by $10,586,000. Overall, by the end of 2010, Spanish language television adspending rose by 10.7% (Gorman, 2011a). Currently during the first half of 2011, Spanishlanguage television ad spending has risen by 1.7% (Micro Advert, 2011).Table 3: Five Largest Advertisers in Hispanic Spot TV Rank Marketer 2010 2009 % CHG #1 AT&T $61,943 $44,980 37.7 #2 Verizon Communications $45,557 $36,260 25.6 #3 Time Warner Cable $33,980 $24,819 36.9 #4 Broadcasting Media Partners $29,545 $18,353 61.0 (Univision) #5 Comcast Corp. (includes NBC $28,384 $17,798 59.5 Universal) (Adapted from: Advertising Age Hispanic Fact Pack, 2011)Spanish language Television Networks In addition to the expansion of Hispanic television households and Hispanic advertising,Spanish language television networks are also expanding. Throughout this year, the Spanishlanguage television networks have added new programming, surpassed English languagetelevision networks, and launched programming in new markets. Univision, TeleFutura,The State of Spanish Language Media, 2011  
  17. 17. Spanish Language Television 12 Galavisión, Telemundo, Mun2, Azteca América, Estrella TV, LATV, and V-me all had a year ofgrowth.Univision Serving as one of the top five networks in the United States, regardless of language,Univision continues to be strong competition for other television networks. Among all of theSpanish language broadcast television networks, Univision is ranked #1 in the country, reaching97% of all Hispanic households in the United States (Univision, 2011a). The UnivisionTelevision Group currently owns and operates 19 full-power stations and 7 low-power stationsdistributed in 20 markets: Los Angeles, New York, Miami, Houston, Dallas, Chicago, SanAntonio, Phoenix, San Francisco, Sacramento, Fresno, Philadelphia, Washington DC, Atlanta,Austin, Tucson, Bakersfield, Salt Lake City, Raleigh, and Cleveland (Univision, 2011b). Inaddition, The Univision Television Group owns and operates one non-Univision full-powerstation, two non-Univision low-power stations, and three full-power stations in Puerto Rico(Univision, 2011b). From the beginning of 2011, Univision was already defeating some of the other topranked English language television networks. During the first week of January, Univision beatABC, CBS, and CW as the #3 broadcast network in overall prime among adults 18-34 (RBR,2011a). Univision was also ranked as the #2 broadcast network in primetime among kids 2-11and #5 among total viewers 2+, adults 18-49, and teens 12-17 (RBR, 2011a). For the entire firstweek in January, Univision had 7 of the top 30 programs among adults 18-34 (RBR, 2011a). InFebruary, Univision was also ranked #34 in Fast Company’s 50 Most Innovative Companies forgratifying its Latino foundation and rising as a competitor with the Big Four: CBS, NBC, ABC,and FOX (Univision, 2011c).Univision Programming In May 2011, Univision announced its plans to expand the morning programming blockfor “Hoy” from three to five hours, launch four new telenovelas, and a few reality shows gearedtoward finding new novela stars and child entertainers (Szalai, 2011). Univision’s president,Cesar Conde, said the network is focusing on “building its ratings momentum next season andsteadily “chip away” at the lead of English language broadcast networks with new originalcontent that it produces itself” (Szalai, 2011). Univision has already risen above one of theEnglish language broadcast networks. During the first quarter of 2011, Univision beat NBC inthe 18-49 demographics (Szalai, 2011). And it does not stop there. Univision provided historic ratings for the CONCACAF Gold Cup SemiFinal in June.While 10.9 million viewers watched all or part of the game, Univision reigned supreme overEnglish language competitors as the most watched primetime network among men 18-34,regardless of language; Univision had more viewers than ABC, CBS, and FOX combined(Seidman, 2011a). With exclusive coverage of the Mexico vs. Honduras match, it was the #1broadcast program of the day on Univision’s local stations (Seidman, 2011a). Earlier that night,3.2 million viewers tuned in to Univision’s broadcast of the USA vs. Panama match, which alsobroke records as the most watched non-Mexico Copa Ora match ever on any network (Seidman,2011a).The State of Spanish Language Media, 2011  
  18. 18. Spanish Language Television 13  Univision’s digital division, Univision Interactive Media, Inc. successfully broadcast itseighth annual “Premios Juventud” youth awards show in July 2011. With a reach of 10 millionviewers, Univision became the #1 network across the nation, regardless of language, amongadults 18-49, adults 18-34, men 18-49, men 18-34, women 18-49, women 18-34, kids 2-11, teens12-17, and persons 18-34 (Univision, 2011d). “As the only show of its kind on Spanish languagetelevision, “Premios Juventud” included 24 unique categories celebrating the preferences oftoday’s Hispanic youth in everything from music, film and sports, to fashion, novelas and popculture” (Seidman, 2011b).TeleFutura The TeleFutura Television Group, Univision’s sister network, currently owns andoperates 18 full-power stations and 14 low-power stations distributed in 21 markets: LosAngeles, New York, Miami, Houston, Dallas, Chicago, San Antonio, Phoenix, San Francisco,Sacramento, Albuquerque, Fresno, Denver, Orlando, Tampa, Philadelphia, Austin, Boston,Tucson, Bakersfield, and Raleigh (Univision, 2011b). In addition, The TeleFutura TelevisionGroup is distributed among 23 broadcast television affiliates and 509 cable and DBS affiliatesnationwide (Univision, 2011b). In the first week of the 2011-2012 season, TeleFutura had double-digit increases inaudience among 403,000 total viewers 2+, 237,000 adults 18-49, and 99,000 adults 18-34 duringbroadcast prime, which is Monday through Saturday 8pm to 11pm and Sundays 7pm to 11pm(RBR, 2011b). During the second week of the 2011-2012 season, TeleFutura attracted 451,000total viewers 2+ (a 12% increase from the first week), 260,000 adults 18-49 (a 10% increasefrom the first week), and 120,000 adults 18-34 (a 21% increase from the first week) duringbroadcast prime (RBR, 2011b). In addition to the soaring numbers at the start of the season, Telefutura also announcedits new afternoon programming schedule. Filled with more entertainment and new projects,TeleFutura’s new programming includes “Las Nuevas Tardes de TeleFutura” which translatesinto “TeleFutura’s New Afternoon Line-up,” court room cases in “Verdicto Fina,” the hit novella“Mañana es Para Siempre,” and entertainment news program “La Tijera” (Gorman, 2011b).Additional program plans for 2011-2012 included the two Spanish dramas “MIA” and “LaMariposa” (Szalai, 2011). Throughout the year, TeleFutura has continued to attract more viewers with its popularprogramming. Some of the higher rated programs included all of the primetime novella/series:“Reto de Mujer,” “El Ultimo Matrimonio Feliz,” and “Correo de Inocentes” (RBR, 2011c).TeleFutura’s October airing of the “Liga Mexicana de Fútbol: San Luis vs. Cruz Azul” soccermatch also produced big numbers. Within the first hour of the match, TeleFutura attracted moretotal viewers 2+, adults 18-49, and adults 18-34 than Telemundo’s “Decisiones Extremas” (RBR,2011c). One of TeleFutura’s biggest accomplishments for the season is its new late night showentitled “Noche De Perros” which translates “Guys Night Out.” The late night show is the veryfirst and currently the only Spanish language television show created for men (Hispanic Tips,2011). “Noche De Perros” which premiered on October 31, began airing Monday through Fridayat 11 o’clock. With three male hosts and three male perspectives, the show thrives on celebrityguest appearances, news, sports, and entertainment specifically for men (Hispanic Tips, 2011).The State of Spanish Language Media, 2011  
  19. 19. Spanish Language Television 14 Galavisión Galavisión, also owned by Univision, is the #1 Spanish language cable network. For theend of the 2010-2011 season, Galavisión had record breaking numbers, with double digit growthamong viewers, and remained one of the top cable networks, regardless of language (Gorman,2011c). Currently, “on several nights of the week, Galavisión attracts two to three times moreviewers than the next most successful Hispanic cable network does on a good night” (Galavisión,2011). Its unique programming has documentary, lifestyle, comedy, and “supernatural” themes(Galavisión, 2011). Regular programming for Galavisión includes: the CONCACAF Copa Oro(Gold Cup), CONCACAF Liga Campeones (Champions League), MLS (Major League Soccer),Camino A La Copa (FIFA World Cup Qualifiers), and Primera División Mexicana de Fútbol (18teams compete) (Galavisión, 2011). New programming for the season includes: “Un MundoAparte” a two year road trip documentary series across 50 countries, “KDABRA” the mysteryseries that Univision considers a “Twilight meets novellas” series, “Matutino Express” the newmorning news show, “Los Heroes Del Norte” a story of five characters who form a band, and thecooking competition “Prime Gourmet,” a culinary battle between two chefs (Galavisión, 2011). During the Mexico vs. Colombia FIFA U-20 quarterfinal match on August 13, Galavisiónmade history. The network attracted over 1.3 million total viewers and became the fourth most-watched Spanish cable telecast ever (Seidman, 2011c). In addition, Saturday’s match attracted2.3 million viewers who watched all or part of the game and became the #1 program among allcable networks for that day. The ratings for the first 12 games of the tournament also surpassedthe 2009 tournament’s ratings with a 272% increase of total viewers 2+, 259% increase of adults18-49, 262% increase of adults 18-34, 254% increase of men 18-49, and a 255% increase of men18-34 (Seidman, 2011c). The senior vice president and operating manager of Galavisión believes“Galavisión has solidified its strength in offering Hispanic viewers the entertainment andinformational content they seek” (Gorman, 2011c).Telemundo Telemundo, owned by Comcast/NBC Universal, is the second largest Spanish languagetelevision network, behind Univision. Available in 210 markets, with a reach of 94% of all U.S.Hispanic households Telemundo owns 14 stations (located in Los Angeles, San Francisco/SanJose, New York, Miami, Phoenix, Houston, Dallas Fort-Worth, San Antonio, Fresno, Denver,Chicago, Las Vegas, Boston/Merrimack, and Tucson), 46 broadcast affiliates, and more than1,000 Cable/DBS affiliates (Telemundo, 2011). In addition, Telemundo owns and operates oneindependent station in Puerto Rico, and exports its programming to over 100 countriesinternationally in more than 35 languages (Telemundo, 2011). In April, Telemundo had its best ratings ever, reaching almost 6.6 million total viewersduring its broadcast of the 2011 Billboard Latin Music Awards (Business Wire, 2011a). The redcarpet pre-show and awards show, which aired on April 28th, together attracted almost 7 milliontotal viewers (Business Wire, 2011a). The Billboard Latin Music Awards was #1, regardless oflanguage, in New York and Miami among adults 18-49, adults 18-34, and total viewers in Miami(Business Wire, 2011a). The show was also a success on the web. It was the #1 trending topicworldwide on Twitter at 9:30pm, it gained more Twitter followers by +89% (in comparison tothe day before), gained more Facebook fans by +54% (in comparison to the day before), and theThe State of Spanish Language Media, 2011  
  20. 20. Spanish Language Television 15 live streaming of the awards show generated more than 500,000 page views (Business Wire,2011a). “La Reina del Sur,” one of Telemundo’s most watched programs, was the highest-ratedprogram in the network’s entire history, attracting almost 4.2 million total viewers and over 2.8million adults 18-49 during its May 30 finale (Villarreal, 2011). Due to its success as one of themost watched television shows, Telemundo launched its very first Emmy campaign for “LaReina del Sur” and its female lead, Kate del Castillo (Villarreal, 2011). A Spanish-languagetelevision show has never won a primetime Emmy in any major category (Villarreal, 2011). In October, Telemundo announced that it would broadcast its very first primaryRepublican Presidential debate in December (EON, 2011). Held in Las Vegas, Nevada, thedebate will be broadcast in Spanish and is part of its news initiative, “Decision 2012,” whichhouses all political coverage related to the upcoming elections in 2012 (EON, 2011). Thepurpose of the debate is for the “Republican Presidential candidates to establish a direct dialoguewith the Hispanic community and address the issues that matter to them at a critical time in ourcountry” (EON, 2011). Also in October, Telemundo, along with FOX, won the rights tobroadcast the 2018 and 2022 United States World Cups (Longman, 2011). Telemundo will payapproximately $600 million to broadcast the two World Cups (in addition to FOX’s $400million), and the agreements made also gives Telemundo and FOX the rights to the 2015 and2019 Women’s World Cups and international tournaments (Longman, 2011). Another majorannouncement in October for Telemundo is its new plan to make its programs available withEnglish language and “Spanglish” subtitles (Chozick, 2011). Telemundo’s president, EmilioRomano, stated that he wants “to focus on a more acculturated, more bilingual audience, withoutalienating the core Spanish-dominant viewers” (Chozick, 2011). Telemundo was the fasting growing Spanish language television network among totalviewers 2+ and adults 18-49 during prime time in October (RBR, 2011d). In comparison toUnivision who had an 8% decline and Telefutura with a 37% decline among total viewers inprime time, Telemundo grew by 38% among total viewers 2+ and 30% among adults 18-49(RBR, 2011d). In addition, Telemundo aired four out of the top five prime time movies onSpanish language television among adults 18-49 and in November was in the process ofpremiering two more top rated movies (RBR, 2011d).Mun2 Mun2, owned by Telemundo, is a cable network geared toward bicultural Latinos 18-34(Telemundo Media Kit, 2011). “From reality to music, on-air to digital, mun2 creates originalcontent across a multi-screen platform” (PR Newswire, 2011). The bilingual network reachesmore than 36 million television households nationwide in the United States through digital andanalog cable and satellite (Telemundo Media Kit, 2011). “After recently announcing its bestyear, best month and best fourth quarter in network history,” Mun2 began its 2011 season withsome “revamped” music content and programming (PR Newswire, 2011). In January, Mun2 relaunched a weekly bilingual variety show entitled “18 and Over” andmade it a live music countdown television show (PR Newswire, 2011). Within its first month onair, “18 and Over” attracted more than 1 million persons 2+ (PR Newswire, 2011). Also, Mun2’sregional Mexican music show, “Reventon with Yarel” attracted 52,000 Persons 2+ and 26,000Persons 18-34 (PR Newswire, 2011). Another one of the cable network’s music blocks, “SMB:The State of Spanish Language Media, 2011  
  21. 21. Spanish Language Television 16 Salsa Merengue Bachata,” has increased its fan base by +41% since December 2010, with50,000 persons 2+ and 24,000 persons 18-34 (PR Newswire, 2011).Azteca América Launched in 2001 by TV Azteca (the second largest television broadcast network inMexico), Azteca América, is a broadcast television network that prides itself as being “theauthentically Mexican television network for US Spanish-language viewers” (RBR, 2011e). InSeptember, Azteca América increased its coverage of US Hispanic households to 68% (RBR,2011e). From June 2010 until September 2011, the coverage went up over 8 percentage points(RBR, 2011e). This coverage includes full-power stations in Houston and Dallas and Comcastcoverage in Philadelphia and New York (RBR, 2011e).Estrella TV Owned by Liberman Broadcasting, Estrella TV is a Spanish language television network.In 2010, the network was found in 28 markets. As of August 2011, the network reaches 37markets, including Portland (Seattle Times, 2011). For the 2011-2012 Fall primetime line-up,Estrella TV announced its new dance competition show, “Mi Sueño es Bailar,” which translatesinto “My Dream is to Dance” (Hispanic Ad, 2011). The show features celebrities being partneredwith professional dancers and weekly competitions (Hispanic Ad, 2011). In October, Mexicanregional music female artist, Jenni Rivera, also announced her new television show on EstrellaTV that deals with social issues and includes live interviews with various entertainmentpersonalities (Latin American Herald Tribune, 2011). In May, the network had its first TVupfront in New York City (Media Moves, 2011). The new television programs revealed at theupfront included: a reality show “Quiero Triunfar,” an investigative reporting show “ElMomento con Enrique Gratas,” and a late night show “Esta noche con Héctor Suárez” (MediaMoves, 2011). According to Media Moves, “Estrella TV is most proud to bill itself as theSpanish-language network that doesn’t have a single telenovela in its programming lineup”(Media Moves, 2011).LATV & V-me LATV is the first bilingual music and entertainment network in the nation (LATV,2011a). Although LATV has been on air since 2001 in Los Angeles, it was not aired nationallyuntil 2007 (LATV, 2011a). Geared toward Latinos between the ages of 18-34, the network offersprograms with content that includes: multi-genre music, lifestyle, entertainment, and originalprogramming (LATV, 2011a). Currently, LA-TV has 41 affiliates (LATV, 2011b). V-me is a 24-hour digital broadcast service that considers itself to be a “high quality,uncluttered, multi-platform environment for corporations and foundations looking to connectwith U.S. Hispanics” (V-me, 2011). The network offers a range of content that includes: newsand current events, entertainment, series, cooking, nature, lifestyle/factual, and V-me Niños,which translates into V-me Kids (V-me, 2011). Its programming is filled with originalproductions, exclusive acquisitions, and personalized public television “hits” (V-me, 2011).The State of Spanish Language Media, 2011  
  22. 22. Spanish Language Television 17 Conclusion In addition to all of the other forms of media that are quickly becoming a part of theHispanic market, Hispanic media alone has shown how beneficial it can be to target Hispanics.Hispanic advertising spending, Hispanic local television markets, and Spanish languagetelevision networks, are constantly expanding and in no way slowing down. “Spanish-languagemedia remain important to a changing, more acculturated, and more U.S.-born Hispanicpopulation in the United States. And in the last year, Spanish-language media tended to farebetter overall than their mainstream English-language counterparts” (Guskin & Mitchell. 2011). Hispanic advertising spending grew by 10.7% at the end of 2010 and has already seen a1.7% growth in the first half of 2011. All the top advertisers for Hispanic television remained atthe top, and each one expanded its advertising spending (with the exclusion of LexiconMarketing Corporation). Hispanic advertising will continue to grow over the years in the sameway the Hispanic population continues to grow because “by 2050, Hispanics are projected toaccount for more than 30 percent of the U.S. population – a significant growth driver thatmarketers can no longer overlook” (Nielsen, 2011b). Hispanic local television markets are also continuing to grow. In reference to the top fivelocal television markets, each had a growing percentage of Hispanic television households thisyear. Of all television households in Los Angeles 33.4% are Hispanic, 17% of all televisionhouseholds in New York are Hispanic, 43.7% of all television households in Miami-FortLauderdale are Hispanic, 26.9% of all television households in Houston are Hispanic, and 20.3%of all television households in Dallas-Fort Worth are Hispanic (See Table 1). These numbersshow just how large the number of Hispanic consumers is throughout different markets. For television, not only are the Spanish language television networks establishingthemselves as top competitors among English language television networks, but individually thenetworks are competing to surpass one another. While producing original content and givingHispanics news and entertainment that deal with things they care about and can relate to, eachSpanish language network is unique in its way of broadcasting information. In 2011, Spanishlanguage television networks have continued to increase viewers, increase ratings, and increaseprogramming. “Focusing attention on Spanish language television is additionally valuablebecause Latinos typically report among the highest levels of television consumption in theUnited States” (Mastro & Ortiz, 2008). With a network like Univision who has continued to be atop television network, regardless of language, Telemundo who produced and broadcast its veryfirst primary Republican Presidential debate and won the rights to broadcast the 2018 and 2022United States World Cups, or Telefutura who in the first week of 2011 had double-digit increasesin audience and created the first and only Spanish language television show made for men,Spanish language television networks, in addition to Hispanic advertising spending and Hispaniclocal television markets, are showing that they are going to continue to impact and grow in themedia. English language media is also beginning to see how beneficial it would be to targetHispanics. For example, Time Warner Cable recently implemented 37 new national andinternational Spanish language channels to its iPad app programming (Business Wire, 2011b).Executive Vice President and Chief Marketing Officer of Residential Services for Time Warnerstated, “This is a big step forward in our commitment to offering the best possible entertainmentexperience to our customers” (Business Wire, 2011b). This could be considered a big challengeThe State of Spanish Language Media, 2011  
  23. 23. Spanish Language Television 18 for Spanish language television because now English language networks are offering Spanishlanguage programming. Although Time Warner Cable’s Spanish language channels are currentlyfor iPads, it’s only a matter of time before other English language networks recognize thepositive impact Spanish language programming has on the media. Sooner than later, other formsof English language media will begin offering programming catered to the Hispanic populationand Spanish language media may have competition.The State of Spanish Language Media, 2011  
  24. 24. Spanish Language Television 19 ReferencesAdvertising Age Hispanic Fact Pack. (2011). Ad Age Data Center.Business Wire (2011a). Telemundo’s 2011 billboard Latin music awards presented by state farm Delivers best ratings ever in 13-year history reaching nearly 6.6. million total viewers. Retrieved October 27, 2011 from http://www.businesswire.com/news/home/20110429006077/en/Telemundo%E2%80%99 s-2011-Billboard-Latin-Music-Awards-PresentedBusiness Wire (2011b). Time warner cable adds 37 Spanish-language channels to its iPad app Programming lineup. Retrieved November 7, 2011 from http://fixed-mobile- convergence.tmcnet.com/news/2011/11/03/5905675.htmCensus (2010). Overview of race and Hispanic origin 2010. Retrieved September 20, 2011 from http://www.census.gov/prod/cen2010/briefs/c2010br-02.pdfChozick, A. (2011). Telemundo blends English into a mostly Spanish lineup. Retrieved October 27, 2011 from http://www.nytimes.com/2011/10/26/business/media/telemundo-seeks- spanglish-speakers-in-aim-for-new-viewers.html?pagewanted=allEON (2011). Telemundo to host its first-ever primary Republican presidential debate in December. Retrieved October 27, 2011 from http://eon.businesswire.com/news/eon/20111013006619/enGalavisión (2011). Galavisión network. Retrieved October 25, 2011 from http://corporate.univision.com/media-brands/galavision-network/Gorman, B. (2011a). Network tv ad spending grows 5.3%; Cable tv ad spending up 9.8% in 2010. Retrieved October 20, 2011 from http://tvbythenumbers.zap2it.com/2011/03/17/network- tv-ad-spending-grows-5-3-cable-tv-ad-spending-up-9-8-in-2010/86088/Gorman, B. (2011b). TeleFutura announces new afternoons with “las nuevas tardes de telefutura” & “mañana es para siempre.” Retrieved October 20, 2011 from http://tvbythenumbers.zap2it.com/2011/01/20/telefutura-announces-new-afternoons-with- %e2%80%9clas-nuevas-tardes-de-telefutura%e2%80%9d-%e2%80%9cmanana-es-para- siempre%e2%80%9d/79532/Gorman, B. (2011c). Galavisión delivers best season ever with double digit growth. Retrieved October 27, 2011 from http://tvbythenumbers.zap2it.com/2011/09/28/galavision-delivers- best-season-ever-with-double-digit-growth/105369/Guskin, E. & Mitchell, A. (2011). Hispanic media: Faring better than the mainstream media. Retrieved November 1, 2011 from http://stateofthemedia.org/2011/hispanic-media- fairing-better-than-the-mainstream-media/Hispanic Ad (2011). Estrella tv debuts primetime dance competition show. Retrieved October 31, 2011 from http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=32804Hispanic Tips (2011). TeleFutura lets the dogs out with the new late-night show “noche de perros.” Retrieved October 25, 2011 from http://www.hispanictips.com/2011/10/19/telefutura-lets-the-dogs-out-with-the-new-late- night-show-%e2%80%9cnoche-de-perros%e2%80%9d/Khan, S. (2011). Hispanic heritage month: Spanish language media gaining ground. Retrieved October 13, 2011 fromThe State of Spanish Language Media, 2011  
  25. 25. Spanish Language Television 20  http://www.ny1.com/content/special_reports/hispanic_heritage_2011/148620/hispanic- heritage-month--spanish-language-media-gaining-ground?ap=1&MP4Latin American Herald Tribune (2011). Singer Jenni Rivera to have tv program. Retrieved October 31, 2011 from http://laht.com/article.asp?ArticleId=428552&CategoryId=13003LATV (2011a). On LATV. Retrieved November 1, 2011 from http://translate.google.com/translate?hl=en&sl=es&u=http://www.latv.com/&ei=fKD2TIr rBoKC8gai9vi8BQ&sa=X&oi=translate&ct=result&resnum=1&ved=0CCcQ7gEwAA& prev=/search%3Fq%3DLATV%26hl%3Den%26client%3Dfirefox- a%26hs%3DThD%26rls%3Dorg.mozilla:en-US:official%26prmd%3Div.LATV (2011b). LATV affiliates. Retrieved November 3, 2011 from http://translate.google.com/translate?hl=en&sl=es&u=http://www.latv.com/&ei=fKD2TIr rBoKC8gai9vi8BQ&sa=X&oi=translate&ct=result&resnum=1&ved=0CCcQ7gEwAA& prev=/search%3Fq%3DLATV%26hl%3Den%26client%3Dfirefox- a%26hs%3DThD%26rls%3Dorg.mozilla:en-US:official%26prmd%3Div.Longman, J. (2011). Fox and Telemundo win U.S. rights to world cups. Retrieved October 27, 2011 from http://www.nytimes.com/2011/10/22/sports/soccer/fox-and-telemundo-win- us-rights-to-2018-and-2022-world-cups.htmlMastro, D. & Ortiz, M. (2008). A content analysis of social groups in prime-time Spanish- language television. Journal of Broadcasting & Electronic Media, 52, 1-18. Retrieved November 3, 2011 from http://onlineacademics.org/CA301/Private/ContentAnalysisGroupsSpanishLangTV.pdfMedia Moves (2011). Estrella tv upfront. Retrieved October 31, 2011 from http://www.mediamoves.com/2011/05/estrella-tv-upfront.htmlMicro Advert (2011). MA-US ad spending up 3.2% in first half of 2011. Retrieved October 20, 2011 from http://www.microadvert.net/node/5006Nielsen (2011a). Number of ethnic tv households grows: Asian tv households up nearly 10 percent. Retrieved October 13, 2011 from http://blog.nielsen.com/nielsenwire/media_entertainment/number-of-ethnic-tv- households-grows-asian-tv-households-up-nearly-10-percent/Nielsen (2011b). What you think you know vs. what you need to know about U.S. Hispanics and media. Retrieved November 1, 2011 from http://blog.nielsen.com/nielsenwire/media_entertainment/what-you-think-you-know-vs- what-you-need-to-know-about-u-s-hispanics-and-media/PR Newswire (2011). Mun2 kicks off 2011 with innovative and exclusive multi-platform music programming. Retrieved November 1, 2011 from http://www.prnewswire.com/news- releases/mun2-kicks-off-2011-with-innovative-and-exclusive-multi-platform-music- programming-115178704.htmlRBR (2011a). Week 15: Univision begins 2011 as #3 ranked broadcast network. Retrieved September 29, 2011 from http://www.rbr.com/tv-cable/tv-cable_ratings/univision-begins- first-week-of-2011-as-3-ranked-broadcast-network.htmlRBR (2011b). Week 2: TeleFutura’s novella, ‘el utimo matrimonio feliz’ strong. Retrieved October 20, 2011 from http://www.rbr.com/tv-cable/tv-cable_ratings/week-2-telefutura- s-novela-el-utimo-matrimonio-feliz-strong.htmlRBR (2011c). Week 4: TeleFutura’s primetime novella-series line-up delivered. RetrievedThe State of Spanish Language Media, 2011  
  26. 26. Spanish Language Television 21  October 20, 2011 from http://www.rbr.com/tv-cable/tv-cable_ratings/week-4-telefutura- s-primetime-novella-series-line-up-delivered.htmlRBR (2011d). Growth month for Telemundo. Retrieved November 3, 2011 from http://www.rbr.com/tv-cable/tv-cable_ratings/growth-month-for-telemundo.htmlRBR (2011e). Azteca América up to 68% coverage of US Hispanic households. Retrieved September 29, 2011 from http://www.rbr.com/tv-cable/azteca-america-up-to-68- coverage-of-us-hispanic-households.htmlSeattle Times (2011). Estrella tv signs deal with KBCB in Bellingham. Retrieved October 31, 2011 from http://seattletimes.nwsource.com/html/television/2015984707_estrellatv.htmlSeidman, R. (2011a). Univision delivers historic ratings with CONCACAF gold cup semifinal reaching 10.9 million viewers. Retrieved September 29, 2011 from http://tvbythenumbers.zap2it.com/2011/06/24/univision-delivers-historic-ratings-with- concacaf-gold-cup-semifinal-reaching-10-9-million-viewers/96505/Seidman, R. (2011b). Univision’s ‘premios juventud’ youth awards are #1 on broadcast with adults 18-49 and 18-34. Retrieved October 4, 2011 from http://tvbythenumbers.zap2it.com/2011/07/22/univisions-premios-juventud-youth- awards-are-1-on-broadcast-with-adults-18-49-and-18-34/98711/Seidman, R. (2011c). Galavisión delivers fourth highest ratings in history of Spanish-language cable television with Mexico vs. Colombia FIFA u 20 match. Retrieved October 25, 2011 from http://tvbythenumbers.zap2it.com/2011/08/16/galavision-delivers-fourth-highest- ratings-in-history-of-spanish-language-cable-television-with-mexico-vs-colombia-fifa-u- 20-match/100590/Szalai, G. (2011). Univision books more televisa and original content. Retrieved October 20, 2011 from http://www.hollywoodreporter.com/news/univision-books-more-televisa-original-189935Telemundo (2011). Telemundo legal corporate English. Retrieved October 27, 2011 from http://msnlatino.telemundo.com/legal_corporate_englishTelemundo Media Kit (2011). Mun2. Retrieved November 1, 2011 from http://telemundomediakit.com/mun2/Univision (2011a). Univision today. Retrieved September 29, 2011 from http://corporate.univision.com/univision-story/what-is-univision/Univision (2011b). Univision/Telefetura television group. Retrieved September 29, 2011 from http://corporate.univision.com/media-brands/univision-television-group/Univision (2011c). Univision named among fast company’s 50 most innovative companies. Retrieved September 29, 2011 from http://corporate.univision.com/2011/univision-insights-blog/univision-in-the-news/50- most-innovative-companies/Univision (2011d). Univision ranks #1 network for the night among adults 18-49 for second consecutive year and among adults 18-34 for the fourth consecutive year, beating ABC, CBS, NBC, and FOX. Retrieved September 29, 2011 from http://corporate.univision.com/2011/press/univision-ranks-as-1-network-for-the-night- among-adults-18-49-for-second-consecutive-year-and-among-adults-18-34-for-the- fourth-consecutive-year-beating-abc-cbs-nbc-and-fox/Villarreal, Y. (2011). ‘La reina del sur’ pursues primetime Emmy consideration. RetrievedThe State of Spanish Language Media, 2011  
  27. 27. Spanish Language Television 22  October 27, 2011 from http://articles.latimes.com/2011/jun/20/entertainment/la-et-kate- del-castillo-20110620V-me (2011). English info. Retrieved November 1, 2011 from http://www.vmetv.com/english_info/The State of Spanish Language Media, 2011  
  28. 28. Spanish Language Print 23  Print   The State of Spanish Language Media Industries: A Summary of Spanish Language Print 2011 Gabe Otteson Center for Spanish Language Media, University of North Texas Print media across all languages faces an uncertain future in the age of the Internet.Recent economic problems in the United States certainly haven’t helped. The years 2010-2011represented a period of rebound for the print industry, and Spanish print is no exception. USHispanic media as a whole grew its ad spending by over 8% in 2010, a significant improvementfrom the 8.6% drop in 2009. Spanish print saw a big turnaround as well; the industry as a wholesaw a net loss of just 0.4% in ad spending for 2010, a vast improvement over the 16% loss itposted back in 2009 (Advertising Age Hispanic Fact Pack, 2011; 2010). Spanish magazines areaccounting for a significant portion of this difference in 2011; ad revenue for magazines alonehas risen nearly 24% over 2010 (Pelay, 2011). While it’s true that many publications (both inEnglish and in Spanish) are launching and maintaining web presences, the rumors of Spanishprint’s demise have been exaggerated.Newspapers Newspaper and print media of all languages have faced a difficult road during the recenteconomic trouble in the United States. For the industry as a whole, 2010 represented animprovement over the previous two years; ad revenue fell roughly 6% which still represented animprovement over the 26% fall that the industry saw in 2009 (Edmonds et al, 2011). Much liketheir English-language counterparts, Spanish-language newspapers also saw revenue and slightcirculation drops. Mirroring the English newspapers, Spanish papers have been able to grow intoother media forms and partnerships with companies in other media sectors (Edmonds et al,2011). For example, ImpreMedia (a titan in Spanish print) has recently become more focused onbeing web-centric, through producing more digital content (such as videos) as well as mobileapplications. In March 2010, ImpreMedia entered into a partnership with giant Univision toshare content across the various platforms employed by both companies (Talan, 2010).Revenue The revenue picture for Spanish newspapers is looking better, although as Guskin andMitchell point out, the picture of how much better isn’t exactly clear (Guskin and Mitchell,2011). Kantar Media reported an increase in measured ad spending for Spanish languagenewspapers of 2%, compared to a 4.6% loss for English local newspapers (Kantar Media reportsUS advertising expenditures increased 6.5 percent in 2010, 2011). Another report by the LatinoPrint Network, who measures newspapers aimed at Hispanics in both English and Spanish,estimated a 5.6% drop in ad spending which still represented an improvement over the prior yearThe State of Spanish Language Media, 2011  
  29. 29. Spanish Language Print 24  (Guskin and Mitchell, 2011). Local ad revenue makes up a substantially larger portion of adrevenue for Spanish newspapers than national revenue does. According to the Latino PrintNetwork, the breakdown of advertising revenue for Hispanic newspapers in 2010 was estimatedas: local – 78% ($554 million); national – 21% ($151 million) and Internet/Web – 1% (7.2million) (Whisler, 2010). The top-performing Spanish newspapers as measured by ad revenues are shown in Table1. Miami’s El Nuevo Herald earned double the ad revenue of the number two paper, NewYork’s El Diario la Prensa (~$53 million and ~$25 million, respectively) but both saw lossesover the previous year. The only other paper in the top five that saw a net decrease in ad revenuefrom the previous year was Los Angeles’ La Opinion, which posted a 4.9% decrease. Table 1 - Top Spanish Newspapers Dollars in thousands       by Ad Revenue Newspaper Market Gross Ad % Revenue 2010 Change El Nuevo Herald Miami 53,528 -2.3 El Diario la Prensa New York 25,174 -6.9 Hoy Chicago 25,118 27.4 La Opinion Los Angeles 24,943 -4.9 El Diario Juarez, Mexico/El Paso 23,048 7.7 Source: Advertising Age Hispanic Fact Pack 2011Rounding out the top five, Chicago’s Hoy saw a whopping 27.4% increase in ad revenue and thedual-markets of El Paso Texas and Ciudad Juarez, Mexico saw their El Diario’s ad revenueincrease by 7.7% over the previous year.Circulation Circulation has been declining for years across nearly all languages, and the numbersdidn’t look much better in 2010-2011. Print circulation on the whole dropped 5% daily and4.5% on Sunday (Edmonds et al, 2011). Circulation of Spanish daily newspapers suffered aswell, as some of the larger newspapers posted significant circulation losses, continuing the trendfrom the year before: - ImpreMedia’s La Opinion in Los Angeles saw a 14.4% circulation drop from the previous year (Guskin and Mitchell, 2011). - El Diario/La Prensa of New York, incidentally the oldest Spanish daily, lost 9.5% circulation (Guskin and Mitchell, 2011). - El Nuevo Herald in Miami, lost 4.5% circulation; a bad number to be sure, but an improvement over the 22% drop the paper experienced the year prior (Guskin and Mitchell, 2011).Some newspapers were able to post circulation gains. The free Hoy Chicago, owned by TheChicago Tribune, posted a 40 % circulation gain; the expansion was attributed to the growth ofThe State of Spanish Language Media, 2011  
  30. 30. Spanish Language Print 25  Chicago’s Hispanic population, particularly in the suburbs (Hoy Chicago to increase circulationby 40%, 2010). Spanish weekly newspapers were a slightly different story. Two Tribune papers in SouthFlorida, Ft. Lauderdale’s El Sentinel and Orlando’s El Sentinel, saw gains in circulation. For theperiod ending March 2011, the Ft. Lauderdale El Sentinel saw its circulation increase 23% fromthe year before, while the Orlando El Sentinel posted a much more modest circulation gain at 3%(Guskin and Mitchell, 2011). Table 2 outlines the top five weekly Spanish newspapers bycirculation. Table 2 - Top Spanish Weekly Newspapers by Circulation Newspaper Market Circulation La Raza Chicago 152,300 Vida en Valle Sacramento 151,933 Hoy Los Angeles 142,470 El Sentinel Ft Lauderdale 126,150 La Prensa Riverside Riverside, CA 107,500 Source: Guskin & Mitchell, 2011 Chicago’s La Raza had the largest circulation among the Spanish weeklies, with 152,300and is the only paper in the top five that isn’t located in the high-Hispanic populated states ofCalifornia and Florida. The next highest-circulating weeklies are from California, Sacramento’sVida en Valle and Los Angeles’ Hoy, who posted circulation totals of 151,933 and 142,470respectively. Ft. Lauderdale’s El Sentinel saw its circulation increase by 26% to 126,150 andRiverside, California’s La Prensa Riverside circulated 107,500 copies (Guskin and Mitchell,2011).Additions, Closings, and New Directions The total number of Spanish language newspapers remained relatively flat in 2010-2011.Table 3 details the numbers of daily, weekly, and less-than-weekly newspapers over the lastthree years. Table 3 - Number of Hispanic 2010 2009 2008 Newspapers Daily 26 25 29 Weekly 428 428 424 Less-Than Weekly 378 382 381 Total 832 835 834 Source: Guskin & Mitchell, 2011The State of Spanish Language Media, 2011  
  31. 31. Spanish Language Print 26  Compared to 2009, 2010 experienced a net loss of 3 newspapers; with one more daily and 4fewer less-than-weekly newspapers. The San Diego newspaper Diario San Diego closed down in June 2011. Diario SanDiego began publication in 2003 as a daily paper, but shifted among differing models insubsequent years. In 2006 the paper went to a twice-a-week schedule, then in 2008 it wasdownsized to a weekly paper. José Santiago Healy, the paper’s president and publisher, citeddifficult economic conditions brought about by the recession, as well as being the youngestnewspaper in the San Diego market as factors contributing to the paper’s closure (Diario SanDiego Shuts Down, 2011). La Prensa Riverside, a Spanish newspaper in Riverside California, in addition toincreasing its circulation to over 107,000 has added a bilingual insert to its paper. The paperannounced that the English USA Weekend magazine would be added in July 2011. Curiouslyhowever, La Prensa Riverside’s sister English publication (The Press Enterprise) does not havethe USA Weekend insert (La Prensa Riverside Expands Circ., 2010). Publisher Frank Escobedosaid in a statement that “The Hispanic audience is highly bilingual. More and more this is a storyof both languages” (La Prensa Riverside Expands Circ., 2010). Cross-cultural publication became a phenomenon in 2010, on the heels of heated debatesover immigration policy in the United States following controversial measures passing inArizona. In April of that year, ethnic media in New York published a joint editorial onreforming immigration policies. The article was published by the El Diario/La Prensa staff andalso ran in other ethnic newspapers Haitian Times, Nowy Dziennik (a Polish daily) andCaribbean Life (El Diario/La Prensa Staff, 2010). Also in June, another group of multiethnicnews media, in association with New America Media, produced and published a joint editorialagain calling for real immigration reform, translated and published in 11 languages. Theconsortium represented Native American, Asian, Muslim, Hispanic, Russian, and Caribbeanpopulations among others (New American Media staff, 2010).Advertising in Spanish Newspapers The top advertisers in Spanish newspapers are listed in Table 4. Among the top five,only Interbond Corp of America (ranked second) saw a negative percent change (-4.8%) from2009 to 2010. NewsCorp (22.7% change), Valassis Communications (29.3% change), and SearsHolding Corp (53.4% change) spent more advertising dollars in Spanish newspapers in 2010than in 2011, but their moderate increases pale in comparison to the spending by the USGovernment.The State of Spanish Language Media, 2011  
  32. 32. Spanish Language Print 27   Table 4 - Largest Advertisers in Hispanic Dollars in thousands Newspapers Advertiser 2010 2009 % Change News Corp. $9,481 $7,726 22.7 Interbond Corp. of America 6,304 6,623 -4.8 Valassis Communications 5,797 4,484 29.3 Sears Holding Corp. 5,086 3,317 53.4 US Government 3,647 499 630.5 Source: Advertising Age Hispanic Fact Pack 2011 The dramatic rise in US Government ad spending on Spanish newspapers can be tied tothe promotion and awareness of the 2010 Census. The US Government increased media adspending across the board compared to the previous Census in 2000 (Project for Excellence inJournalism, 2010) and Spanish language print was no exception. The 2010 Census markedunprecedented outreach toward the growing Hispanic community (Morello, 2009), which furtherhelps to explain this rapid ad spending increase.Magazines Spanish magazines experienced somewhat of a rebound in 2010 after taking a dive in2009. Although a few notable Spanish magazines closed down publication in 2010, theeconomic impact was less significant than that of the 2009 closures LATINO and Reader’sDigest Selecciones (Guskin and Mitchell, 2011). Harper’s Bazaar en Espanol ceased regularpublication in February 2010, after being published since October 2005 (Guskin and Mitchell,2011). Subsequent issues have been published sporadically since then. National Geographic enEspanol closed in June 2010 when publisher Televisa Publishing discontinued its US Hispanicversion, but elected to continue publishing its Mexican edition (Guskin and Mitchell, 2011).Televisa also ceased publication of Maxim en Espanol in the United States, but continues todistribute the publication throughout Latin America (Hispanic magazines post uneven results for2010 but improve over 2009, 2011). Other prominent closures in 2010 included Cafe Magazine,Disney en Familia, Latino Future, and Mira! (Hispanic Magazines Post Uneven Results for 2010but Improve Over 2009, 2011).Magazine Revenue The revenue picture for Spanish magazines has improved. Total ad revenue increased amodest 3.9% in 2010, to an estimated $178.8 million (Hispanic Magazines Post Uneven Resultsfor 2010 but Improve Over 2009, 2011). The top Spanish magazines in ad revenue for 2010 arelisted in Table 5. People en Espanol and Latina are the clear leaders in ad revenue and eachposted an increase in ad spending, at 4.5% and 9%, respectively. Ser Padres (the Spanishversion of Parents) saw an increase in ad revenue of 15% to approximately $15 million.The State of Spanish Language Media, 2011  
  33. 33. Spanish Language Print 28   Table 5 - Top Spanish Magazines Dollars in by Ad Revenue thousands Magazines Owner Gross Ad Revenue % Change 2010 People En Espanol Time Warner $47,444 4.5 Latina Latina Media 27,888 9.1 Ventures Ser Padres Meredith Corp 15,061 14.9 TV y Novelas Televisa 14,190 -13.6 Publishing Vanidades Televisa 12,807 44.4 Publishing Source: Advertising Age Hispanic Fact Pack 2011Two Televisa publications round out the top five: Vanidades saw a rapid increase in ad revenueof 44%; TV y Novelas saw a 14% drop in ad revenue, due in part to Televisa reducing thefrequency of its publication in 2010, and would continue to do so in 2011 ((Hispanic MagazinesPost Uneven Results for 2010 but Improve Over 2009, 2011). The ad revenue picture through September 2011 (the most recent period of availabledata) has been even better. Spanish magazines saw total ad revenue increase by 23.8%, despitetotal ad pages remaining flat (Pelay, 2011). Several of the largest Spanish magazines saw largeincreases in ad spending. For example, ad revenue is up by 39.9% at People en Español, Latinasaw a 12.6% increase, revenue at Vanidades went up 26%, and TV y Novelas saw its revenueincrease by over 26% despite cutting back publication frequency yet again. Siempre Mujer hadperhaps the most dramatic revenue gain, posting a 50% improvement in advertising revenue(Pelay, 2011).Advertising in Spanish Magazines The top advertisers in Spanish magazines (see Table 6) further illustrate the gains inadvertising revenue. Four of the top five largest advertisers (Procter & Gamble, L’Oreal, GM,and Kimberly-Clark) markedly increased their ad spending in 2010 over 2009 (by 30%, 61%,and 35% respectively). General Motors is the sole member of the top five that is not in thepersonal and health care or health and beauty business, which on the whole advertises heavily inmagazines. General Motors’ dramatic 215% increase can be tied to the company’s efforts torebuild its image after years of poor perceptions of quality and following its bankruptcy filing(Krolicki, 2009). Unilever was the only company among this group to cut its ad spending, a 37%decrease.The State of Spanish Language Media, 2011  
  34. 34. Spanish Language Print 29   Table 6 - Largest Advertisers in Hispanic Dollars in thousands Magazines 2010 2009 % Change Procter & Gamble $25,221 $19,459 29.6 LOreal 16,324 10,116 61.4 General Motors 8,529 2,705 215.4 Unilever 4,476 7,103 -37 Kimberly-Clark Corp. 3,392 2,518 34.7 Source: Advertising Age Hispanic Fact Pack 2011    Surprisingly, the US Government’s ad spending in 2010 only increased by about 5percent (Advertising Age Hispanic Fact Pack, 2011), despite the launching of Census adcampaigns targeting Hispanics (Census 2010, P&G, L’Oreal: New Campaigns for HispanicMagazines, 2010) and uptick in ad spending overall prompted by the Census.Conclusions Spanish print media continues to face challenges as we continue into the second decade ofthe 21 century; both economic challenges posed the still-uncertain economic landscape in theUS, and technological challenges posed by print’s prophesied killer, the Internet. The outlookfor Spanish print is certainly more optimistic than it was just one year ago. Revenue is up insome sectors and where it’s still down, the decrease is less severe. As we continue to move intothe future, Spanish print needs to continue to integrate itself into the digital realm, in order toremain relevant for the next and upcoming generations. Spanish print has fared better thanEnglish print, and in this era of gloom and doom for print, that’s definitely a good thing. The State of Spanish Language Media, 2011  
  35. 35. Spanish Language Print 30  References Advertising Age Hispanic Fact Pack. (2010). Ad Age Data Center.Advertising Age Hispanic Fact Pack. (2011). Ad Age Data Center.Census 2010, P&G, L’Oreal: New campaigns for Hispanic magazines. (2010). Retrieved November 19, 2011 from http://blog.media-economics.com/2010/03/08/census-2010-pg- loreal-new-campaigns-for-hispanic-magazines/#more-198Diario San Diego Shuts Down (2011). Retrieved November 14, 2011 from http://www.mediamoves.com/2011/06/diario-san-diego-shuts- down.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blo gspot%2FJAoNx+%28Media+Moves%29Edmonds, R.; Guskin, E.; & Rosenstiel, T; Pew Research Center. (2011). The state of the news media 2011: Newspapers: Missed the 2010 media rally. Retrieved November 1, 2011 from http://stateofthemedia.org/2011/newspapers-essay/El Diario/La Prensa Staff (2010, April 22). N.Y. Ethnic Media Published Joint Editorial on Immigration Reform. Retrieved November 15, 2011 from http://newamericamedia.org/2010/04/ny-ethnic-media-publish-joint-editorial-on- immigration-reform.phpGuskin, E & Mitchell, A; Pew Research Center (2011). The state of the news media 2011: Hispanic media: Faring better than mainstream media. Retrieved October 26, 2011 from http://stateofthemedia.org/2011/hispanic-media-fairing-better-than-the-mainstream- media/Krolicki, K (2009, August 11). GM plans significant increase in ad spending. Retrieved November 20, 2011 from http://www.reuters.com/article/2009/08/12/retire-us-gm- advertising-idUSTRE57B07K20090812Hoy Chicago to increase circulation by 40% (2010, September 17). Retrieved November 8, 2011 from http://www.portada-online.com/article.aspx?aid=3764Hispanic magazines post uneven results for 2010 but improve over 2009 (2011, January 11). Retrieved November 16, 2011 from http://blog.media- economics.com/2011/01/19/hispanic-magazines-post-uneven-results-for-2010-but- improve-over-2009/Kantar Media reports US advertising expenditures increased 6.5 percent in 2010 (2011). Retrieved November 5, 2011 from http://kantarmediana.com/intelligence/press/us- advertising-expenditures-increased-65-percent-2010La Prensa Riverside expands Circ, adds USA Weekend as insert (2010). Retrieved November 14, 2011 from http://www.portada-online.com/article.aspx?aid=6429Morello, C (2009, October 2). Census gets some Latino help and needs it. Retrieved November 15, 2011 from http://www.washingtonpost.com/wp- dyn/content/article/2009/10/01/AR2009100103206.html?hpid=moreheadlinesNew America Media staff (2010, June 25). Time for immigration reform is now: Ethnic media call for immigration reform. Retrieved November 15, 2011 from http://news.newamericamedia.org/news/view_article.html?article_id=cdd5e4e8a83a609d 5eb78097203a93cbThe State of Spanish Language Media, 2011  
  36. 36. Spanish Language Print 31  Pelay, C. (2011, October 24). Hispanic magazine top 10 tables for January-September 2011: Ad spending up by 23.8% this year. Retrieved November 15, 2011 from http://blog.media- economics.com/category/hispanic/hispanic-magazines/Project for Excellence in Journalism (2010). The state of the news media 2010: Sidebars and backgrounders. Retrieved November 15, 2011 from http://stateofthemedia.org/2010/ethnic-summary-essay/siderbars-backgrounders/Talan, M (2010, March 3). Univision Interactive Media and ImpreMedia announce content exchange partnership. Retrieved November 21, 2011 from http://corporate.univision.com/2010/press/univision-interactive-media-and-impremedia- announce-content-exchange-partnership/Whisler, K (2010). The state of Hispanic print 2010. Latino Print NetworkThe State of Spanish Language Media, 2011  
  37. 37. Spanish Language Internet 32   Internet  The State of Spanish Language Media Industries: A Summary of Spanish Language Internet 2011 Gabe Otteson & Jessica Perrilliat Center for Spanish Language Media, University of North Texas The Internet continues to alter the landscapes of the media industries. The Web’s rapidexpansion and vast reach have elicited many existential crises from traditional media outlets asthey struggle to adapt. A recent Arbitron survey found that 45% of Americans over the age of 12(across all ethnicities) consider the Internet to be the medium which is most essential to theirlives, compared to 20% in 2002. Among ages 18-34, 60% of respondents claimed the Internetas their most essential medium (Arbitron, 2011). It comes as no surprise, then, that the medianage of heavy internet users also skews younger than that of “traditional” radio and TV (Arbitron,2011). The booming (and also younger-skewing) Hispanic population in the United Statesrepresents a tremendous growth opportunity for Internet media companies.Data on Internet Adoption and Use A 2010 Nielsen survey revealed that 72% of US Hispanics have a computer in theirhome. Of those, 89% have Internet access and of those, 54% have high-speed or broadbandaccess. In addition, nearly half (49%) of Spanish-dominant people are on the Internet, and 40%of mostly English-dominant report using some form of Spanish Internet daily (The NielsenCompany, 2010). Despite this, the Hispanic population (18+) consumes less Web content inSpanish only compared to other forms of media, and more likely to consume Web content inEnglish, as illustrated in Figure 1.The State of Spanish Language Media, 2011  

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