Page 29 - Hispanic Market Guide 2022

Hispanic-Owned Television As the U.S. Hispanic population has increased 25% over the last 10 years, Hispanic-owned media is working to keep pace with this growing audience. Hispanic-owned local television caters strongly to their community, with U.S. Latino viewers accounting for 94% of the 25-54 age segment’s reach to these stations. In DMAs 101+, Hispanic-Owned Local TV Reaches 61% of Adults 18+ 24% of Asian Americans 33% of Blacks 39% of Hispanics 4% Other Adding a Hispanic-owned local TV station in DMAs 1–48 adds 2.4% reach to an existing buy (P18+). Copyright © The Nielsen Company “Diverse-Owned Media: Audience Reach and Profiles” February 2022 Hispanic-Owned Local TV Sum of Reach P18+ Total Black 16,287 5% 1,710 1% 1,571 33% Black 5,194 1% 1,341 1% 773 31% Hispanic 860,670 24% 10% 3,081 4% - 49,740 1,910 39% 24% P25–54 Total Asian Asian DMAs 1–48 (3 DMAs) 976,286 13% 57,631 7,515 DMAs 49–100 (2 DMAs) 1% DMAs 101+ (3 DMAs) 265,031 61% Hispanic 303,791 13% 14% 1,649 3% - 27,521 520 40% 30% Shop local and more likely to shop for the following categories (ranked by index) 296 Bridal 296 Fine Jewelry 203 Toys/Games 195 Pet Supplies Read as: The Hispanic-owned local TV viewer is almost 3x more likely to shop for bridal and 95% more likely for pet supplies than the general population. DMAs 1–48 (3 DMAs) 323,592 8% 11,454 3,239 DMAs 49–100 (2 DMAs) 1% DMAs 101+ (3 DMAs) 99,243 61% How to read: A Hispanic-owned local TV station in markets 101+ delivers an average reach of 61% among adults. Source: Nielsen Local TV Hispanic-owned Stations - Sum of Reach by Market Range, Total Day (M-Su, 3a-3a), Sep 2021 All DMAs Where Hispanic-owned Stations are Present 2x more likely to be Hispanic in all markets combined 3x more likely to be Hispanic in markets 1–48 55% of viewers of content from Hispanic-owned TV in all markets are in the two heaviest TV-viewing quintiles. Copyright © The Nielsen Company “Diverse-Owned Media: Audience Reach and Profiles” February 2022 HMC 2022 HISPANIC MARKETING COUNCIL 29