01.05.2011 03:00 PM
Fox Hispanic Cable Nets Post Record Ratings in 2010
LOS ANGELES: Fox today said its Spanish-language cable networks logged record ratings for 2010. Fox Deportes and Utilisima reached record high marks last year. Deportes was the No. 1 Hispanic sports cable net in prime time last year. Utilisima, a 24-hour Hispanic lifestyle channel, was the fastest-growing Spanish-language net with women 25 and over.

Deportes, which has an 18-million household footprint, finished No. 1 among Hispanic cable nets in prime time 33 of 52 weeks last year. It also delivered the top Spanish cable program for the year with its exclusive rights of Copa Libertadores Internacional vs. Chivas 2010 Final delivered a 9.26 household coverage area rating and 876,000 total viewers.

Since its U.S. launch in July 2010, Fox said Utilisima has attracted the highest concentration of adult women of any Spanish-language network, holding a 66 percent per-viewing household over its nearest competitor during total day (8 a.m. to 2 a.m.). The net’s audience grew 39 percent during December for the 8 a.m. to 3 p.m. daypart among women 25 and older. Advertisers secured since launch include Sears, Procter & Gamble, Ford, Kmart, El Jimador, Farmers Insurance, SC Johnson, Toyota, Daisy Sour Cream, Kellogg’s, Prudential, T-Mobile and Wal-Mart. Fox did not provide Utilisima’s footprint.

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Posted by: Deborah McAdams
Thu, 03-10-2011 06:08 PM Report Comment
The Latino community is certainly a powerful influence in the United States and their presence is being felt as more retailers are going after their dollar. The problem is that many of them have not anticipated their buying power like DISH Network has. I have the employee DISH Latino Max package and I get more American and Spanish language programming than I could ever want. Over 255 channels and 40 free HD channels include the top programming providers in the industry and help satisfy bi-lingual families like mine who have a difficult time choosing between Spanish or American programming.

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