| MCVAY MEDIA NEWS UPDATE |
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In July 2002, according to the U.S. Census Bureau, Hispanics for the first time surpassed African-Americans as the largest minority community in the U.S., with a population of 38.8 million.
Perhaps coincidentally, that same year saw the launch of the ABC hit comedy "George Lopez," which has now reached 100 episodes.
" I think the 2000 census really highlighted the explosion of Hispanics in this country," says Brad Adgate, Horizon Media's director of research. "Obviously you have Telemundo, Univision, Telefutura and Galavision. You're starting to see a lot of cable networks come out with a Spanish-language version, like ESPN Deportes or Fox Sports en Espanol, or Discovery and CNN and HBO captioned for Spanish-speaking audiences."
Certainly the numbers are compelling from an advertising perspective. Census estimates project the number of Hispanics in the U.S. will triple by 2050 to 103 million, or a quarter of the nation's population. Currently, one in five U.S. teenagers is Hispanic, and due to a higher birth rate, that population is expected to grow 62% by 2020, or six times faster than the general population. In addition, one-third of all U.S. Hispanics are under the age of 18.
" The median age is about 26, which is kind of the sweet spot for a lot of advertisers who are obsessed with reaching young folks," says Adgate.
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