Research Reveals Positive Shifts in Cable Usage Amongst Hispanics

Research Reveals Positive Shifts in Cable Usage Amongst Hispanics

NEW YORK, May 2, 2011 /PRNewswire/ -- With nearly 20% of Hispanic P18-49 television viewing in Spanish today going to cable networks, a consistent shift from broadcast to cable among this key audience segment is underway, according to newly-released research from the Cabletelevision Advertising Bureau (CAB).

"Cable accounts for a larger and larger share of Hispanic viewing and is a necessary element of any media buy today," says Cynthia Perkins-Roberts, Vice President of Multicultural Marketing for CAB.

To meet the demand for information on rapidly-changing Hispanic media habits, CAB announces the release of The Hispanic Marketer's Guide To Cable: 2011 Upfront Edition.

Here are just a few key concepts this new reference illustrates:

-- With fast-growing penetration of cable/satellite, DVRs, and multiple TV
sets in homes, Hispanics have access to more viewing options than ever
before. Today, the vast majority of Hispanic households -- 85% -- have
cable or satellite. DVR households have more than doubled in the last 3
years. And households with at least 4 TV sets are growing fast,
representing a third of Hispanic homes.

-- With access to more channels, plus increased ability to watch alone,
Hispanic viewing is becoming more individualized. When Hispanics have
more than one set in the home, their capacity for solo viewing increases
and they are choosing cable more frequently.

-- Hispanic viewing continues to trend toward cable. Cable is playing an
increasingly important role within Hispanic households, as more and more
viewing shifts toward the targeted offerings of cable. Looking at just
Spanish Broadcast and Cable alone, 20-25% of viewing in key Hispanic
demos is now going to Spanish Cable. And in an apples-to-apples
comparison of viewers with access to cable or satellite, Spanish Cable's
reach and frequency levels are catching up to Spanish Broadcast's in key
weekend dayparts. Additionally, mainstream cable networks are
collectively matching or beating aggregated shares for the traditional
Spanish broadcast networks - most dramatically among younger viewers.
Hispanic Marketers' Guide to Cable is the essential tool for understanding how Hispanics are watching TV today, as well as a must-have planning resource that includes profiles of Hispanic-targeted nets. For executives looking to stay abreast of trends and make informed decisions, this product definitively shows how cable can help them reach their marketing goals.

To order copies, please visit www.thecab.tv or email nancyl@cabletvadbureau.com or cynthiap@cabletvadbureau.com.

SOURCE Cabletelevision Advertising Bureau (CAB)

Cabletelevision Advertising Bureau (CAB)

CONTACT: Nancy Lagos, nancyl@cabletvadbureau.com, or Cynthia Perkins-Roberts, cynthiap@cabletvadbureau.com, both of CAB, +1-212-508-1233

Web Site: http://www.thecab.tv

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