Can the Hispanic Market Save U.S. TV?

Network and cable TV news and broadcast outlets are reaching out the Hispanic/Latino market, trying to capitalize on the growth and strength of the audience.  In the world of television, the Hispanic population is an avenue for growth in an industry that is imploding, as TV audiences continue to decline.

The buying power of the Latino market is projected to reach $1.5 trillion by 2015.  As advertisers compete for their money and target the market, the more compatible programming will have to be created to carry the commercial messages.  And the rush is on locally and nationally on English-language, Spanish-language and bilingual networks.  The Lifetime show Devious Maids is one such example, which draws a large and diverse audience.  The story follows five Hispanic women working as housecleaners who regularly outsmart their rich Beverly Hills employers.

Univision continues to rank as the No. 1 network, ahead of ABC, CBS, NBC and FOX among the coveted 18-34 age group.  In Denver, as in Los Angeles, Miami and other markets, the Univision affiliate’s local newscast regularly beats the ABC, CBS and NBC affiliates’ newscasts in the youthful demographics.  And while the networks may have more financial resources, the Univision stations appear to have brand loyalty.

Originally published at ILLUME.