EthnicMajority

(Infozine) Hispanic newspapers overall lost circulation in 2010, but not nearly to the extent of the English-language press. (English-language dailies saw a 5% decline for the six-month period from March to September 2010 compared with the same period the year before.) And daily Hispanic papers grew circulation by 1.9%. The financial picture seems to have improved as well in the last year.

Spanish-language television had an even more positive year. Univision's audience continued to grow and now competes with—-and in some timeslots outpaces—-audiences for ABC, CBS and NBC. Indeed, between Univision and Telemundo (and all of their stations), the 2010-2011 season is projected to bring in $1.5 billion in ad revenue.

Hispanic radio and magazines also showed growth. The number of Spanish-language radio stations grew 8% for the most recent year we have data (from 1,224 in 2008 to 1,323 in 2009), and magazine ad spending increased in 2010. There are several ways to measure ad spending and revenue, and looking across all of these calculations, PEJ puts Spanish-language magazine ad revenue growth at about 5% in 2010.

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(AdWeek) Spanish-language broadcasters raked in a record $2.15 billion in 2011-12 upfront commitments, but executives at Univision and Telemundo believe that many marketers are still guilty of undervaluing the Hispanic TV marketplace.

Despite earning bragging rights as the only broadcasters to post ratings gains this year, the two rivals are all but segregated from the English-language broadcasters. Not only are Univision and Telemundo’s respective upfront presentations pushed to the margins of the mid-May schedule, but both nets are obliged to wait for the Big Five to wrap up their business before they can begin engaging with buyers. (The Hispanic nets nailed down the last of their upfront deals in late July, a good seven weeks after ABC, CBS, NBC, Fox, and The CW finished writing deals.)

Univision hauled in $1.75 billion in early commitments for the upcoming TV season, and while that’s nothing to sneeze at—to put the number in perspective, it’s more or less the same amount NBC took in during its upfront sellathon—media spend on Hispanic TV remains disproportionately slight. “We need to get advertisers and brands awakened to the fact that Hispanics are a trillion-dollar economy in the United States,” says Randy Falco, president and CEO of Univision. “They represent 16 percent of the population. The budgets for advertisers should reflect the same thing. Fifteen [percent] to 20 percent of their budgets should be set aside to reach Hispanics every single year.”

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(Portada) Jacqueline Hernandez, Chief Operating Officer of Telemundo Communications (photo), gave an interesting presentation this morning at New York’s Paley Center.

Hernandez presented the results of “GenYLA”, a new research study conducted by the Telemundo Communications Group, on the current state of Young Latino Americans (YLAS), ages 18-34, one of the fastest growing and increasingly important segments of the population, especially for marketers.
The study analyzes the State of Young Latino Americans (YLA’s) , defined as 18-34 year olds, whose country of origin is in Latin America and who live in the U.S. Hernandez noted that these three terms can be used interchangeably as they are the basis of the Identity of Young Latino Americans. The results of the study are valuable input to create Telemundo programming, particularly for the Mun2 Cable TV Network, and other content that reflects the Hispanic experience in a language that speaks to YLA’s.

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(TalkTVWorld) A poll released today by NBC, MSNBC and Telemundo revealed a deep split in the opinions of white Americans and Hispanic Americans on the topics of immigration, the Arizona law and American politics. More than six in 10 Americans (61%) back Arizona’s controversial new immigration law, including 70% of whites but just 31% of Hispanics. Less than half (43%) of whites agree that immigration strengthens America, but the majority (68%) of Hispanics believe it does strengthen the nation.

Obama’s overall approval rating in the poll stands at 48%. But the divide exists here, too: Only about a third (38%) of whites approve of the president’s job, versus two-thirds (68%) of Hispanics who do. Similarly, only about a third (34%) of whites have a favorable view of the Democratic Party, versus more than half (54%) of Hispanics who do.

But the one thing all seem to agree on is their disapproval of President Obama’s handling of immigration reform — just 32% of the public approves of his job on this issue.

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