The Univision Television Group says that two of its stations’ newscasts have taken the top two spots across all people meter markets in the entire country, regardless of language, demonstrating increasing influence and civic engagement of Hispanics. According to the latest June sweep measuring all people meter markets, KMEX, Univision 34 in LA and WXTV, Univision 41 in NY have the #1 and #2 highest-rated early evening newscasts among total Adults 18-49, marking a pivotal moment in the world of broadcast news viewership.
Recent reports highlight the impact Hispanics are having across the U.S., from population growth, political engagement and economic power. In May 2008, the U.S. Census released new data that shows the nation’s Hispanic population increased by 1.4 million to reach 45.5 million. In addition, according to the Pew Hispanic Center, 63% of Hispanic eligible voters are between 18-44 years of age, compared to 45% of non-Hispanic whites. During the Democratic Primary process, according to a report by Pew Hispanic Center, Hispanics turned out in record numbers, accounting for more than 30% of the vote in California, New Mexico and Texas.
A new government report also shows an 18% surge in Hispanic voters during the last Congressional elections compared to 2002, the previous year for a federal election without a presidential race. In comparison, there was a 7% increase among non-Hispanic white voters and a 5% increase in black voters. These factors, combined with the increase in Hispanic purchasing power – which is currently at $964 billion and is growing at a rate 50% faster than non-Hispanic – speak to this growing influence and impact.
Contrary to the declining audience levels experienced lately by the English-language local newscasts, Univision’s local news continues to draw Hispanic viewers who, regardless of their proficiency in English, still prefer to get their news in Spanish. In fact, says Univision, some 77% of KMEX and WXTV local news viewers are bilingual.
For the past three months (April, May, and June 2008), KMEX, Univision 34 in Los Angeles has ranked as the #1 station across the nation among all Adults 18-49, regardless of language. During the month of June alone, KMEX’s Noticias Univision (M-F, 6:00 p.m. PT) delivered 140,000 Adult 18-49 viewers; approximately 73% more than its closest competitor KABC-TV’s early local newscast. In New York, WXTV, Univision 41’s 6:00 p.m. newscast attracted an average of 116,000 Adult 18-49 viewers, pacing 9% higher than the market’s #2 newscast on WABC-TV.
