Most Urban Latinos Are Bicultural: Nuvo TV Survey

MCN Staff — Multichannel News, 6/15/2011 6:54:00 AM

NuvoTV, which will re-launch from its present branding as Sí TV on July 4, released new Census analysis indicating 76% of America’s Hispanics in large cites are bi-cultural Latinos.

This number roughly represents enough people to fill the site of the most recent Super Bowl – Cowboys Stadium – 35 times over, the network said.
Analyzing data from the 2010 U.S. Census, nuvoTV indicated that for the first time ever, Latinos are the majority population in 28 U.S. cities with 100,000 inhabitants, further evidence of BCLs being America’s fastest growing demographic.

According to nuvoTV, BCLs, defined as those Latinos who speak English “exclusively,” “very well,” or “well” at home, in these larger cities exceeded more than 3.6 million, a number that exceeds the population of Connecticut.
This latest analysis complements the network’s exclusive proprietary study, which projected the BCL population at approximately 38 million of the 50.5 million total U.S. Hispanics. In fact, BCLs accounted for approximately 82% of the 15 million gain in U.S. Hispanics since the 2000 U.S. Census.
“The bicultural Latino population is the engine that is driving the growth of the overall Hispanic segment in the United States,” Rafael “Rafe” Oller, nuvoTV’s senior vice president of marketing, said in a statement. “There is great opportunity for entertainment brands, like nuvoTV, to emerge and service this audience with culturally relevant messaging and programming. It’s a segment that’s simply too powerful to ignore.”
nuvoTV’s projections for the large-city U.S. bicultural latino market are based on applying the most recent government-reported American Community Survey (ACS) data against the population figures released to date by the U.S. Census Bureau. 2010 Census data measures the number of Hispanics living in 28 cities with total populations of 100,000 or more; ACS data surveys all Hispanics ages 5-plus on a variety of topics, including in-home English language ability.


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