Demographics - Hispanics (2007)

8/6/2019 Demographics - Hispanics (2007)

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Published January 22, 2007

SBJ/January 22 - 28, 2007/SBJ In Depth

Demographics: Hispanics

Sports avidity levels

Assimilation seems to play an important role in fan avidity levels among Hispanic sports fans. For example, more

than two-thirds of fans who live in households in which Spanish is the primary or only language spoken claim to be a

fan of World Cup soccer, double the rate of Hispanics that live in English-dominant homes. Conversely, Hispanics

living in English-dominant households are far more likely than the general U.S. population to be a fan of MLB, the

NBA, NFL and action sports. For example, 73 percent of these fans say they follow the NFL, compared to only 40percent of Spanish-dominant fans.

Listed here are the top five favorite sports among Hispanics, as well as similar data for other select sports properties.

Sport

Total

Hispanics U.S.

Spanish

dominant Bilingual

English

dominant

Boxing 62% 33% 60% 69% 63%

World Cup Soccer 61% * 67% 64% 33%

MLB 59% 58% 55% 66% 67%

NBA 56% 50% 50% 65% 65%

Mexican SoccerLeague 56% * 64% 57% 24%

NFL 50% 69% 40% 62% 73%

Action sports 48% 45% 45% 54% 54%

NASCAR 40% 43% NA NA NA

NHL 24% 28% NA NA NA

PGA 22% 36% NA NA NA

* Custom question exclusively for the Hispanic Sports Poll, and not measured as part of

the standard ESPN Sports Poll

NA: Not available

Source: ESPN Sports Poll data provided by ESPN Deportes

Where they work

More than one-third of the 22.9 million Hispanics employed in the United States in 2005 worked in construction,

building and grounds maintenance, or on a production line.

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What they earnThe following shows household incomes for Hispanics born in the United States and for those who are now U.S.

residents but were born in another country.

$0-

$18,999

$19,000-

$35,999

$36,000-

$56,499

$56,500-

$86,599 $89,600+

Native-born

households1,402,924 1,287,358 1,194,363 1,086,825 795,390

Foreign-born

households1,626,829 1,923,292 1,508,039 1,061,149 616,347

Source: Pew Research Center

Favorite Web sites

More than 12 percent of visitors to NBA.com and that leagues official team sites are Hispanic, tops among major

U.S. sports leagues.

Sports sites with largest % Hispanic audience composition

Site

Hispanic audience

composition (%)

Hispanic unique

audience (000s)

NBA.com 12.32 461NBA Internet Network 12.25 461

ESPN.com 7.47 1,313

FOX Sports on MSN 6.95 982

Yahoo! Sports 6.47 930

CBS SportsLine.com

Network5.82 834

NFL.com 5.67 389

eBay Sports 5.59 596

NFL Internet Network 5.02 561

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Note: Traffic to CBS SportsLine.com Network includes traffic to CBS SportsLine.com,

CSTV.com Networks, NCAASports.com, PGA Tour and TennisDirect.com and does not

include traffic to NFL Internet Network. NBA.com and NFL.com are league home, news

and statistic pages, while the respective Network pages include visits to team sites.

Source: Nielsen/NetRatings

Sites with largest % Hispanic audience composition

SiteHispanic audience composition(%)

Hispanic unique audience(000s)

Yahoo! Telemundo 88.29 513

Univision.com 71.44 866

Terra.com 41.35 413

Glitter-Graphics.com 38.35 572

BestVideoCodes.com37.12 382

Createblog.com 35.26 411

RockYou.com 27.05 412

HotFreeLayouts.com 25.18 529

ImageShack.com 23.63 1,159

Freeweblayouts.net 23.10 451


% Hispanic audience composition of the Internets 10 most-visited Web sites

Site

Hispanic audience composition

(%)

Hispanic unique audience

(000s)

Yahoo! 9.26 10,193

Google 9.02 9,667

MSN/Windows Live 9.53 9,429

Microsoft 9.13 8,737

AOL 9.5 7,448

eBay 8.34 5,353

Fox Interactive

Media11.79 7,199

Amazon 9.26 4,499

MapQuest 8.1 3,382

Ask Search Network 8.16 3,250


Internet access

Of the Hispanics living in the United States, 42.7 percent have Internet access, which is less than any other

race/ethnic group, according to the U.S. Department of Commerce. And while that figure is projected to grow to 47

percent by 2010, in comparison nearly three quarters of whites are expected to have Internet access by then, up from

71 percent this year, while blacks should increase from 51.7 percent to 56.6 percent during the same time period.

U.S. Hispanic Internet users (millions) % Hispanic population

2005 15.7 40.2%

2006 16.7 41.4%

2007 17.7 42.7%

2008 19.0 44.2%

2009 19.8 45.3%

2010 21.0 47.0%

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Source: U.S. Department of Commerce

Birthplace

Sixty percent of Hispanic residents were born in the United States while 40 percent were born in other countries.

Native-born Mexicans and Puerto Ricans, and foreign-born Mexicans, Cubans and Salvadorans make up more than

three-quarters of the 42 million Hispanics living in the United States.

Fastest-growing Hispanic markets

Each of the following big-league markets has seen its Hispanic population soar by at least 200 percent since 1990.

Metropolitan area Total Hispanic population, 2005 Percentage change since 1990Raleigh-Durham 82,580 735.1%

Charlotte 80,092 718.2%

Atlanta 418,888 661.2%

Nashville 40,139 453.6%

Indianapolis 65,060 446.7%

Orlando 403,557 303.6%

Portland 192,980 291.8%

Minneapolis-St. Paul131,645 284.4%

Memphis 28,880 283.3%

Columbus 30,215 202.5%

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Big-league markets with the biggest Hispanic population, 2005

Metropolitan area Total Hispanic population

Los Angeles 5.58 million

New York 3.87 million

Miami 2.01 million

Chicago 1.76 million

Houston 1.69 million

Dallas 1.48 millionPhoenix 1.11 million

San Antonio 976,000

San Diego 844,000

San Francisco 795,000

Source: U.S. Census Bureau

Projected population growth (in millions)

The Census Bureau projects that while the total U.S. population will increase about 43 percent by 2050, the Hispanic

rate will be about 148 percent.

Source: U.S. Census Bureau

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The Dec. 3 USA-Guadalajara match drew 2.1 million

Hispanic households in the United States.

TV viewing patterns

Hispanic sports fans living in bilingual homes watch a combined average of 24.2 hours of English and Spanish TV per

week. Thats 2 1/2 hours more than the average U.S. household, according to Nielsen Media Research.

Spanish-language TV watched per week

Hispanic total Spanish dominant Bilingual English dominant

0-19 hours 74% 67% 79% 94%

20+ hours 19% 24% 16% 3%

Mean 10.6 13.3 9.2 2.6

English-language TV watched per week

Hispanic total Spanish dominant Bilingual English dominant

0-19 hours 76% 86% 63% 54%

20+ hours 17% 7% 30% 39%

Mean 10.4 6.3 15 20.1Source: ESPN Sports Poll

What Hispanics are watching

Not surprisingly, seven of the 10 sportscasts that drew the most Hispanic viewers in the United States last year were

World Cup matches. A total of 3.1 million U.S. Hispanic households watched the Argentina-Mexico match June 24,

while the Mexico-Iran game on June 11 drew 2.8 million. The Super Bowl finished third behind these two telecasts.

Below are the most-watched sportscasts in Hispanic households, excluding World Cup coverage. All network

broadcasts were on Univision-owned TeleFutura, unless otherwise noted.

All networks

RankProgram Date RatingShare

Hispanic

households

1 Super Bowl XL: Seattle-Pittsburgh (ABC) Feb. 5 23.05 38 2,588,000

2Mexican League Soccer: USA-

GuadalajaraDec. 3 18.12 28 2,107,000

3Mexican League Soccer: Toluca-

GuadalajaraDec. 1015.53 32 1,807,000

4Mexican League Soccer: Chivas

Guadalajara-Club AmericaFeb. 26 13.69 26 1,538,000

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5Mexican League Soccer: Guadalajara-

TolucaDec. 7 12.56 21 1,461,000

6AFC Championship: Pittsburgh-Denver

(CBS)Jan. 22 11.92 26 1,339,000

7Mexican League Soccer: Atlas-Club

AmericaNov. 3011.91 19 1,386,000

8 Rose Bowl: Texas-USC (ABC) Jan. 4 10.27 16 1,153,000

9 World Cup qualifier: USA-Germany March29

9.52 15 1,070,000

10Mexican League Soccer: Chivas

Guadalajara-Club America

Sept.

309.39 18 1,091,000

Spanish-language cable

RankProgram Date Network RatingShare

Hispanic

households

1South American Nissan Cup:

Pachuca-Colo Colo

Nov.

30FSE 3.3 5 379,000

2Mexican League Soccer: America

-UNAM April 9 Galavision3.3 7 367,000

3Mexican League Soccer: Atlas-

NecaxaNov. 4Galavision2.9 5 340,000

4South American Nissan Cup:

Colo Colo-Pachuca

Dec.

13FSE 2.9 5 334,000

5Mexican League Soccer:

Monterrey-Toluca

Nov.

23Galavision2.8 6 331,000

6Mexican League Soccer: America

-Monterrey

April


7

Toyota Libertadores Cup:

Cienciano-Chivas Feb. 8FSE 2.9 4 324,000

8

(tie)

Toyota Libertadores Cup: Sao

Paulo-ChivasApril 5FSE 2.9 5 322,000

8

(tie)

CONCACAF Champions Cup:

America-Toluca

April

19FSE 2.9 5 322,000

10Mexican League Soccer: Toluca-

Chiapas

Nov.


Notes: FSE is Fox Sports en Espaol.

Source: Nielsen Media Research

Radio listening patterns among Hispanics

Hours listened to per week: Hispanics: 22 1/2 hours Non-Hispanics: 19 hours

Only 7.3 percent of sports radio listeners are Hispanic, according to Arbitron. Of the 16 major English-language

formats, only the Country, News/Talk/Information and Urban Adult Contemporary genres have a lower percentage of

Hispanic listeners.

Rank Style Percent

1 Rhythmic Contemporary (Examples: Beyonce, Justin Timberlake) 33.6%

2 Pop (Fergie, Akon) 17.0%

3 Alternative (AFI, My Chemical Romance) 13.5%

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4 Adult Contemporary (U2, Nickelback) 13.1%

5 (tie) Smooth Jazz 12.2

5 (tie) Christian 12.2

11 Sports 7.3

Source: Arbitron

Top advertisers in Hispanic media

Rank Marketer 2005 spending (millions) % change from 20041 Lexicon Marketing Group $179.8 +2.2%

2 Procter & Gamble $157.0 +1.5%

3 Univision $131.7 +8.2%

4 General Motors $112.9 +6.1%

5 Sears $84.4 -22.7%

Source: TNS Media Intelligence

Top Hispanic media agencies

Ranked by billings from media planning and buying

Rank Agency 2005 Hispanic media billings (in millions)

1 Tapestry $382

2 Vidal Partnership $175

3 Casanova Pendrill $170

4 Dieste Harmel & Partners $146

5 (tie) Bravo Group $140

5 (tie) GlobalHue $140

Source: AdAge Hispanic Fact Pack

Brand preference

The list of favorite fast-food restaurants among Hispanics varies little from the general U.S. population. But marketers

targeting that specific demographic would do well to look at both Jack in the Box and Dominos Pizza. Nearly one-

third of Jack in the Box patrons are Hispanic, while 22.9 percent of customers who open the door for Dominos fit that

demographic.

Rank Restaurant Hispanic visitors per month % composition

1 McDonalds 23,186,100 14.4%

2 Burger King 15,372,000 15.8%

3 Taco Bell 11,486,300 13.6%

4 Subway 11,016,600 11.7%

5 KFC 10,504,200 13.7%6 Wendys 10,162,600 11.0%

7 Pizza Hut 9,735,600 16.8%

8 Jack in the Box 7,814,100 32.6%

9 Dominos Pizza 7,771,400 22.9%

10 Starbucks 6,447,700 14.9%

Automobiles

Rank Vehicle No. of Hispanic owners % composition

1 Ford 12,596,500 13.2%

2 Chevrolet 9,522,100 11.8%

3 Toyota 6,447,700 13.9%

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4 Dodge 4,995,900 11.4%

5 Honda 4,953,200 11.6%

Source: Scarborough Sports Marketing

What about beer?

One quarter of Hispanic beer drinkers in the United States cite Corona as their favorite beer, nearly double the rate

for Budweiser and second only to Bud Light, according to Scarborough Sports Marketing. Anheuser-Buschs Hispanic

sports marketing strategies include a longtime official sponsorship of Major League Soccer and its 13 teams, FIFA

World Cup and numerous boxing efforts. The St. Louis-based company also owns 49 percent of Grupo Modelo,Coronas Mexico-based brewer.

Sports participation rates

Sport

Overall

participants

(in millions)

% U.S.

populationHispanics

%

Hispanic

populationWhites

% white

populationBlacks

% black

population

Basketball32.4 12.3% 5.1 14.3% 19.3 10.7% 6.2 19.8%

Volleyball

(court,

grass,beach)

20.8 7.9% 3.4 9.7% 13.9 7.7% 2.1 7.4%

Soccer

(outdoor)13.3 5.1% 3.2 9.0% 9.0 5.0% 0.6 2.0%

Tennis 17.7 6.7% 2.5 7.1% 11.8 6.6% 2.0 6.4%

Golf 26.4 10.0% 2.3 6.5% 21.8 12.1% 1.0 3.3%

Baseball 9.6 3.7% 1.8 5.2% 6.3 3.5% 1.1 3.4%

Tackle

football5.3 2.0% 1.0 2.8% 2.9 1.6% 1.3 4.0%

Note: Participation rates among Hispanics in ice hockey, snow sports and lacrosse were far

below that of the U.S. population as a whole.Source: SGMAs The Hispanic Market Report 2006

Related Topics:

In-Depth

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Demographics - Hispanics (2007)

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