Nielsen: Hispanic TV Homes Jump to 40% This Season

Increase far outpaces overall TV household gains

By Marisa Guthrie -- Broadcasting & Cable, 9/3/2010 11:32:17 AM

With results of the 2010 Census expected to show a significant increase in the Hispanic population, Nielsen has been busy re-aligning its demographic meter. The television measurement company estimates that 40% of U.S. television homes this season will be Hispanic households. That's an increase of 3.07%, or nearly 400,000 Hispanic homes season-to-season. It also outpaces overall household gains season-to-season (0.87%) by more than three to one.

There were also more rank changes this season in local markets compared to the previous season. Among the top 50 Hispanic markets, 22 markets changed rank this year, compared to only six last year. Philadelphia had the largest increase, gaining 8% compared to last year, followed by Kansas City (up 7.7%).

A modest increase in African-American and Asian households is also expected this season. In the top 50 African-American markets, Kansas City had the largest increase, up 4.7% year-to-year. And in the top 50 Asian markets, Austin increased by 3.7%.

Total U.S. Television Household Estimates by Race and Ethnicity: 2010 and 2011
TV Households	2009-10	2010-11	Relative Change
Total	114,900,000	115,900,000	0.87%
Hispanic	12,950,510	13,348,190	3.07%
African-American	13,997,990	14,072,950	0.54%
Asian	4,782,560	4,812,310	0.62%
Source: The Nielsen Company