At the beginning of 2008, there were 112.8 million households including 12.1 million Latino homes, in the United States. At the same time that the Latino population has grown, television penetration in Hispanic households has increased from 8.7 million in 1991 to almost 10.8 percent in 2008.
Since much of the overall growth of the country, especially in youth markets, is from Latinos much of the overall growth in television audience, it follows, is in the Latino market segments. According to the Hispanic Marketers’ Guide to Cable 2008 Edition, Hispanic households grew 35.7 percent between 2004 (10.5 million) and 2008 (12.1 million), accounting for almost all the population growth during that time period.
When it comes to language of the viewer, opinions vary. The Guide, relying on Nielsen data (some researchers have objected to Nielsen numbers in the past as reflecting an insufficient number U.S.-born Latinos), indicates 43 percent of television watching Latinos are Spanish dominant (their main language is Spanish); 34 percent are English dominant (their main language is English); and 23 percent are bilingual.
Nearly 60 percent of adult Latinos are Spanish dominant, according to the data in the 192-page book published by Cabletelevision Advertising Bureau. It lists 11 ad-supported networks offering content for Latinos: CNN en Español, Discovery en Español, Discovery Familia, ESPN Deportes, Fox Sports en Español, Galavision, GolTV, MTV Tr3s, Mun2, Si TV, and Sorpresa.