In 2014, Hispanics made up just over seventeen percent of the U.S. population, a figure expected to reach 28.6 percent by 2060. Due to their mixed background, the preferred language in which Hispanics prefer to consume media varies. Over half of Hispanics only use English when online, but a fifth watch TV mostly in Spanish.
As a result of a large Hispanic community in the area, Los Angeles is the largest Hispanic TV market in the United States, with over 1.9 million TV households. New York ranked second with nearly 1.5 million TV households. During the 2016-17 television series, the most viewed television broadcast was "Hasta que te conoci" which aired on Telemundo. The series, based on the life of the Mexican singer Juan Gabriel, drew in over 2.84 million viewers. Telemundo was the second most viewed Hispanic television network as over 11 million viewers tuned into its broadcasting in spring 2016. It was only beaten by Univision, which attracted 13 million viewers in the same time frame.
Radio reaches nearly 93 percent of all Hispanics in the U.S, with the average person listening to 800 minutes (the equivalent of 13 hours and 20 minutes) of radio per week. This number is even higher in the older age groups, with consumers aged 65 or over listening to almost 900 minutes weekly. In spring of 2016, 12.42 million Hispanics listened to Univision radio stations.
Because of the large amount of time that Hispanics spend with media, the advertising market in this segment is especially important. As a result, Hispanic media advertising has so far reported much better growth rates than general U.S. advertisement expenditure. In 2014, when general U.S. investment in advertising grew by 4.9 percent, Hispanic media reported positive growth of 12 percent. Digital advertising is an especially booming market, with spending in this sector due to more than double from 700 million U.S. dollars in 2015 to over 1.5 billion U.S. dollars in 2020. Similarly, Hispanic online video advertising spending is forecast to grow from 70 million U.S. dollars to 460 million U.S. dollars in the same time frame.
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