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Kagan Research forecasts Hispanic radio, TV ad revenues will reach $5.5 billion by 2010

A new study from Kagan Research, "Economics of Hispanic TV and Radio in the U.S.," reports that the largest and fastest-growing minority market in the U.S. will continue to provide robust revenue and cash flow growth for cable and broadcast networks and TV and radio station operators.

Hispanic advertising growth is expected to outpace that of the general market, reaching $5.5 billion in gross advertising revenue, by 2010. Kagan forecasts bigger revenue growth curves for cable networks in the next several years, with projected growth of 32 percent from 2002 to 2010, versus 12.5 percent for broadcast networks.

Some of the key findings and projections include:

  • Multichannel penetration of Hispanic TVHH is projected to grow to 71.7 percent in 2010.
  • TV station owners can expect solid revenue growth rates, while radio stations are projected to outpace their English-language peers between now and 2010.
  • Cable networks will increase program expenses most quickly, while broadcast networks are likely to have slower growth.

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