Census data adds to good news for Spanish broadcasters


It was pretty well known that the 2010 US Census, whose data is now coming out, would show significant growth in the nation’s Hispanic community. The numbers are on the high side of expectations and are being greeted happily by broadcasters in high-growth Hispanic markets – particularly where that population growth has been fairly recent.

Adelante Media Group CEO Jay Meyers, pictured, noted that Hispanics now account for 22% of the population in the Salt Lake City market – not one of the places you would have thought of a few years back as heavily Hispanic. In addition to Utah, Idaho was cited by a recent Wall Street Journal article as one of the four states with the fastest population growth since the 2009 Census, due in no small part to an expanded Hispanic population. Adelante has a strong presence in both Utah and Idaho with Spanish radio stations.

“This is a clear wake-up call to anyone marketing goods and services in this country. It is impossible to secure the long term health of your business if you do not spend the time and money to market to the fastest growing segment of your potential customer group,” said Myers.

More than half of the growth in the total US population between 2000 and 2010 was because of the increase in the Hispanic population. Between 2000 and 2010, the Hispanic population grew by 43%, rising from 35.3 million in 2000 to 50.5 million in 2010. The rise in the Hispanic population accounted for more than half of the 27.3 million increase in the total US population. By 2010, Hispanics comprised 16% of the total U.S. population of 308.7 million, the Census Bureau reported March 24th in a summary.

The non-Hispanic population grew relatively slower over the decade at about 5%. Within the non-Hispanic population, the number of people who reported their race as white alone grew even slower (1 percent). While the non-Hispanic white alone population increased numerically from 194.6 million to 196.8 million over the 10-year period, its proportion of the total population declined from 69% to 64%, according to the Census Bureau.

“The Census results confirm what we already knew. Since the inception of Adelante, our number one initiative has been to educate general market business owners on the secret that Spanish business owners have known for a long time, the power of the Hispanic consumer,” added Ed Krampf, Adelante’s COO.

Smaller Spanish groups like Adelante aren’t the only one’s due to benefit from the realignment of the US population. US Hispanic media giant Univision has also been touting the Census data for its Upfront presentation to advertisers coming up in May in New York.