Si TV Census Insight: Bi-Cultural Latinos (BCLs) lead Growth of U.S. Hispanic Population.

Sí TV, which will re-launch as nuvoTV on July 4, unveiled an analysis of the 2010 U.S Census revealing that Bi-Cultural Latinos (BCLs) now constitute the vast majority of the total U.S. Hispanic population.

BCLs are English-speaking Hispanics that identify themselves as both Latino and American. The network also announced results of its recent proprietary Nielsen study showing that three out of four BCLs are highly interested in culturally relevant programming.

The recent 2010 Census results, when reviewed in conjunction with the most recent American Community Survey (ACS), would place the number of BCLs at approximately 38 million of the 50.5 million total U.S. Hispanic population. The network further estimates that of the 15 million increase in U.S. Hispanics since the 2000 U.S. Census, BCLs account for approximately 82% of that increase, making BCLs the fastest growing demographic in the country.

“As tuned in as we are to the BCL marketplace, even we were surprised by the numbers,” said Michael Schwimmer, chief executive officer. “Finally, the data is available to show what we’ve known for a long time: there is a huge and vibrant Hispanic consumer base just waiting for media and advertisers to pay attention to them.”

The network’s Nielsen study also indicated that BCLs prefer viewing 80% of their entertainment in English. These findings are further supported by Pew Hispanic Center’s “Between Two Worlds” study that found that only 9% of second generation and only 2% of third generation Latinos watch Spanish-language television.

“Ultimately, English-language, culturally relevant content is the most effective best way to connect with Bi-Cultural Latinos, and advertisers are now taking notice,” added Schwimmer. BCLs accounted for $617 billion in buying power in 2010, more than half of all U.S. Latino buying power, and are projected to account for one trillion dollars by 2015.