Pi-Consulting

For fifteen years, The Nielsen Company, which measures America’s TV audiences through its eponymous ratings service, has separated out Hispanic audiences for special study. In September, they announced that the separate Hispanic ratings service is to be scrapped, and that Latino homes will henceforth be counted along with panel homes of other ethnicities. This might not seem important, but it signals the moment at which one of America’s bellwether research companies saw a great truth: that Latino audiences have grown to the point that they are “just Americans like everybody else”. 12 million homes is no longer a curious minority, it’s part of the mainstream, with vast Hispanic components already evident in the TV audiences of Los Angeles, New York City, and the Miami/Fort Lauderdale conurbation, to name but three. Nativists, please note. Source: Adweek, WARC, Pi.