Thursday, May 23, 2013

Psst. Those missing 18-49 year-olds are watching Univision.

Now that the 2012/2013 television season is wrapping up, some interesting data on audience trends has emerged.  While the traditional networks continue to lose 18-49 year-olds, Univision and Telemundo are showing gains among this key demographic.  (Hagey, 2013)

Here are the specifics:

CBS: - 3%
Fox: -22%
NBC: -7%
ABC: -9%

Univision: +1%
Telemundo: +7%

Latinos currently make up 19% of 18-49 year-olds.  But, nearly a quarter of Americans age 6-34 are Latinos.  (Loechner, 2013)  And, 25% of all births in America today are to Latinos.  (Lukovitz, 2013)  So we can expect those numbers to keep going up.

Advertisers clearly need to tune in.  Are you?

Hagey, K.  (2013, May 6)  English Ads on Spanish TV? Wall Street Journal.  p B7

Loechner, J. (2013, April 23)  A Fourth of Americans Age 6 to 34 Are Hispanic.  Retrieved May 22, 2013, from

Lukovitz, K. (2013, April 9)  Beech-Nut, Goya Team On Hispanic Baby Food Line.  Retrieved May 22, 2013, from

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