July 6, 2011
By Erik Sass
Discovery en Español enjoyed its best second quarter ever, in terms of prime-time audiences, the Spanish-language network reported.
Citing Nielsen figures for the 7 p.m.-11 p.m. time slot, Monday-Sunday, Discovery en Español claimed increases across a number of age segments. The total number of households with male and female viewers ages 18-34 increased 6% and the total number of adults ages 18-34 increased 7%, while the total number of adults ages 18-49 increased 4%.
Men ages 18-49 increased 3% and men ages 18-34 increased 11%; females ages 18-49 increased 7%, and females ages 18-34 increased 11%.
The network touted these increases, given the popularity of rival programming, especially when rivals air sports events like Copa Libertadores, short for Copa Santander Libertadores de America, the most prestigious South American soccer championship. In May, Discovery en Español beat the competition, with prime time ratings up +22% year on year among 18-49s.
According to the American Community Survey, there are now more than 45.4 million Hispanics living in the U.S., representing 14.6% of the total population of 308 million. That's twice the number living in the U.S. two decades ago.
If current trends continue, the number of U.S. Hispanics will triple to roughly 130 million by 2050, when they will make up one-third of the total population. A recent survey by Miami-based opinion research firm Bendixen and Amandi found that 89% of foreign-born Hispanics speak both English and Spanish, while 59% of U.S.-born Hispanics are also bilingual.
Hispanics are also advancing economically: In 2007, the median household income of Hispanic families was $40,566, up from $34,442 in 2000. Hispanic buying power has been estimated at $1 trillion this year, rising to $1.5 trillion by 2015.