Hispanic TV Households Are Soaring

The growth of Hispanic TV households continues to accelerate, contributing 40 percent of new TV households for the 2010-2011 broadcast season, per Nielsen. Hispanic TV households increased by nearly 400,000 to 13.3 million, a more than 3 percent gain, compared to a 2.3 percent rise last year.

Both African American TV households and Asian TV households had modest gains, but trailed the growth of total TV households, which rose 0.87 percent. African American TV households grew 0.54 percent to just over 14 million. Asian TV households climbed 0.62 percent to 4.8 million.

There were more rank changes in Hispanic markets this season compared to last year. Among the top 50 Hispanic markets, 22 markets changed rank, compared to only six market changes last year. Philadelphia had the largest increase in Hispanic TV homes, up 8 percent from last year, to move up one place in rank to No. 18. In the top 10 Hispanic markets, San Antonio moved up one rank to No. 7, displacing Phoenix, which fell to No. 8.

In the top 50 African American markets, Kansas City had the largest percentage increase, up 4.7 percent. There were no changes in rank among the top 10 African American markets. But in the top 20, Charlotte moved up one rank to No. 14, while Norfolk-Portsmouth-Newport News, fell to No. 15. Birmingham jumped to ranks to No. 18, pushing the market including
San Francisco-Oakland-San Jose down one rank to No. 19 and New Orleans down one rank to No. 20.

There were few changes in the top 50 Asian markets. In the top 50, Baltimore moved up one rank to No. 21, displacing Orlando-Daytona Beach-Melbourne, which fell to No. 22.

Richmond-Petersburg climbed one rank to No. 47, while New Orleans fell to No. 48.