Wednesday, January 26, 2011
How Univision Chief Expects New Census Data to Boost Its Advertising Revenue
Joe Uva tells THR that with the U.S. Hispanic population expected to surpass 50 million, more companies will begin marketing on Spanish-language media.
MIAMI BEACH, Fla. -- Univision, already the dominant Spanish-language broadcaster in the U.S., is about to get a big boost from the U.S. Census.
Univision president and CEO Joe Uva told The Hollywood Reporter in an interview at NATPE that he expects the U.S. Hispanic population to surpass 50 million, or about one-quarter of all Americans, when the census data is announced in March. That number was 35.6 million a decade ago and 44.6 million in 2006.
"We believe we are on the threshold of a sea change in terms of share of advertising," Uva said, "moving away from English-language media to Spanish-language media and to Univision in particular."
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