40% of new TV households are Hispanic


As the US Hispanic population continues to grow at a faster rate than the overall population, The Nielsen Company’s estimate of US television households for the upcoming 2010-2011 TV season shows that 40% of new TV households are Hispanic.

Nielsen estimates an increase of nearly 400,000 homes for Hispanic TV homes in the 2010-2011 television season. The estimated 3.07% increase for Hispanic homes outpaces the total 0.87% gain, or one million homes, for the total US TV Household universe. Last season, Hispanic homes posted a 2.3% gain. A modest increase in TV households is also expected among the African American households and Asian households.

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

Overall, Nielsen says there were 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 changes last year. Philadelphia had the largest increase, rising 8% from last year, followed by Kansas City, up 7.7%. In the top 50 African American markets, Kansas City had the largest percentage increase, up 4.7% from last year. And in the top 50 Asian markets, Austin increased 3.7%.