All across America the Latino population, and Latino buying power, are showing explosive growth.  This enormous market is largely untapped.

Immediately, and over the next 50 years, these numbers will affect the U.S. cultural landscape. 

2010 Census

According to the 2010 U.S. Census, one in six Americans – nearly 52 million people – are Latino.

As of 2010, Latinos are recognized as the largest minority group in the U.S. Latinos accounted for 16 percent of the 309 million people in the U.S., African Americans 12 percent, and Asians made up 5 percent.

Senior citizens accounted for 13 percent of Americans (about 42 million senior citizens) so there are more Latinos in the U.S., than there are senior citizens.

Latino spending power is expected to grow to more than $1.5 trillion by 2015, or 15 percent of America’s total buying power.

By 2050 about 1 in 3 U.S. residents will be Latino.

Census: Latino Population Soars 43 Percent Across U.S.

U.S. Media Response

Media and entertainment companies are responding to this explosion in the Latino sector.


In January 2012, market leader Univisión partnered with Disney-ABC to launch an English-language 24-hour news channel, that is geared to Latino viewers.

Also that month, News Corp. announced it would launch Spanish-language MundoFox, a new broadcast network, in the fall of 2012.

In February 2012, Cable operator Comcast agreed to carry two new Latino-run TV cable channels, El Rey and BabyFirst.

Latino spin-offs run throughout the cable TV spectrum –  ranging from HBO Latino to MTV’s Tr3s to ESPN Deportes.

In 2012, Univisión primetime ratings are beating NBC on one out of every two nights.

This follows the 2011 performance, when Univisión TV network beat NBC on Thursdays with a 1.7 average rating, or 2.2 million viewers.  NBC has an average rating of 1.6.


In the realm of movies, in 2010, 43 million Latinos purchased 351 million movie tickets. This represents over $2.6 billion in ticket purchases. It is also an uptick from the 37 million Latinos who bought 300 million tickets the previous year.

Also in 2010, the Motion Picture Association of America (MPAA) found that Latinos are extremely frequent moviegoers. In fact, they accounted for 26 percent of all tickets sold in 2010.

By comparison, African-Americans purchased 11 percent of movie tickets in 2010. 

The Nueva York Knicks 

Even in New York City, in select games, the New York Knicks now dress up as the Nueva York Knicks.

Case Study:  Sabado Gigante

The enormous potential of the Latino market, both in the U.S. and globally, is best seen in the numbers generated by Sabado Gigante. Celebrating its 50th anniversary in 2012, it is the longest-running TV variety show in television history. 525 U.S. stations air the program, which reaches an estimated audience of 100 million people every week.

According to Univisión, the only audience comparable to Sabado Gigante is the Olympics or the Soccer World Cup – except that Sabado Gigante does not reach this audience once every four years. It reaches this audience, every single week.

By way of contrast, the Oprah Winfrey Show was the highest-rated talk show in American television history. At its peak, Oprah reached 15-20 million viewers per show.

Sabado Gigante reaches 100 million viewers every week, throughout the entire world.

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For further information about U.S. Latino population growth, see: 








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