Hispanic TV Households Dip in Miami

Nielsen’s Local Television Market Universe Estimates for the 2013-14 TV season were released in late September 2013, and there’s certainly no surprise in the top US Hispanic designated market areas by rank.

Los Angeles is by far the nation’s largest Hispanic market, with some 1.97 million Hispanic TV homes accounting for 13.4% of all such in the US. New York City is No. 2, with roughly 1.4 million Hispanic TV homes comprising 9.7% of the nation’s Hispanic TV viewership. The Miami-Fort Lauderdale DMA is third, representing 5% of US Hispanic TV viewership. But there’s something that, on its face, appears odd about the total number of Hispanic TV homes -- 735,740. In the 2012-2013 TV season, the Miami DMA had 750,730 Hispanic TV homes. Were 14,990 homes suddenly thrust into a different DMA? Was there a mass exodus of Hispanics outside of one of the nation’s densest populations of Spanish-preferred media consumers? Industry sources provided an explanation to Hispanic Television Update. According to an industry insider, the dip may a ripple from Nielsen’s May 2011 integration of 2010 Census data, which saw 2012 preliminary household UEs fall to 114.7 million, from 115.9 million in 2011. The 2012 UEs also reflected a decline in the percentage of US homes with a television set to 96.7%, from 98.9% in 2011.