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Spanish Speaking Audience Very Receptive to TV Advertising

July 9, 2010

Univision Television offers an opportunity for advertisers to reach the rapidly expanding Spanish-speaking audience. We just finished creating a Hispanic Marketing plan for a personal injury law firm in the Seattle area. The Univision viewers are very receptive to advertising specifically created for their culture. Below is an article about the World Cup games and the powerful reach Univision offers businesses and brands to share their message. Spanish language radio and television provides advertisers a platform to reach a new demographic of potential customers.

Univision Scores Largest Audience Ever as World Cup Fever Soars

Published on July 02, 2010

Both television and radio have seen impressive ratings across World Cup games this summer; Univision, in particular, has seen record-breaking numbers, pulling its largest audience for any program ever for the Mexico-Argentina match on June 27.

Spanish-Language Radio, TV Strong

In Los Angeles, the country’s largest Hispanic market, 17.2% of Hispanic men in the 18-49 demo tuned in to listen to at least five minutes of the opening match between Mexico and South Africa across the two radio stations that broadcast the game. Among 18-34s, that number was 16.1%.

In addition to the fact that the Mexican team was playing in the opening game, another reason for the strong showing was that the game took place during morning-drive time, writes MediaPost. Listeners from the neighboring Riverside-San Bernardino market- the 10th largest Hispanic metro area in the U.S. – also boosted ratings.

Entravision Communications owns the two stations that aired the game.

The game between Mexico and Argentina was the most-watched program ever for a Spanish-speaking network in the U.S., with 9.4 million people watching the match on Univision on June 27. Another 5.5 million people watched the game on ESPN, according to the Associated Press.

Prior to Sunday, Univision’s previous high was 9 million people who tuned in for the finale of the Destilando Amor telenovela.

English-Speaking TV Ratings Jump, Too

Nielsen has estimated that through round 16, 99.2 million viewers, or 34% of the potential audience, viewed at least six minutes of the World Cup across English or Spanish-language TV. In 2006, the entire World Cup was watched by 91.4 million television viewers, writes the Houston Chronicle.

ESPN has seen a 58% increase in viewers across all its networks, compared to 2006. Though that boost was helped along by the U.S. team’s record-breaking telecasts, even without them ESPN’s TV viewing would still be up 34% over 2006, the network said.

Out of home viewing and non-TV platforms added 47% to ESPN’s World Cup TV average, writes The Wrap.

When the U.S. lost to Ghana on Saturday, June 26, the game was seen by 19.4 million people, the largest audience ever for soccer on American TV. About 15 million of that audience watched the ABC airing, while the rest tuned in to Univision.

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