Hispanic TV Stations Continue To Grow In Numbers & In Shares.

As the U.S. Hispanic population passes 40 million, according to a recent Census Bureau report, this demographic group continues to have a tremendous impact on how local television stations are operating and expanding both within current and new markets. According to BIA Financial Network, a leading financial and strategic advisory firm serving the media and communications industries, local television stations affiliated with Hispanic networks such as Univision, TeleFutura, Telmundo and TV Azteca has increased by 56 percent over the past five years. These Hispanic stations are experiencing significant increases in both local audience share and resulting advertising revenues, and all at levels that are outpacing the growth of entire local television market by 2 to 4 percent.

“The dramatic increase in the number of television stations now offering Hispanic network programming is only part of the story,” said Mark Fratrik, Vice President, BIAfn. “For stations with Hispanic programs, the revenue growth has been remarkable. Established stations affiliated with the Hispanic networks in 2000 garnered 7.7 percent of their local market revenues. This figure, on average, has climbed to 9.5 percent in 2004.”

The chart below shows the annual growth rate for revenues for all stations and then those affiliated with a Hispanic network. The percentage change reflects not only the improved revenue position of these Hispanic network affiliates, but the fact that there have been steady increases in the number of stations affiliated with these networks. In 2000, 97 such local television stations operated in 44 markets. As of April 2005, there are now 151 television stations with Hispanic network programming operating in 53 markets.

Interestingly, even with the lack of available full-power stations in many markets, full-power Hispanic network affiliates saw their share of local commercial audiences rise from 7.2 percent to 8.2 percent from 2000 to 2004. Nearly half of these 151 station affiliates are either Class A or Low Power Television Station.

“The future looks bright for stations affiliated with Hispanic networks,” continued Fratrik. “These stations have been able to attract larger local audiences from a growing Hispanic population and have successfully turned those audiences into local advertising revenues,” added Fratrik.

For more information at http://www.bia.com