The Washington metropolitan consumer market is especially dynamic. In addition to being the most affluent Latino market in the United States, the Washington metropolitan area has one of the strongest bases of Latino owned and operated businesses. There is a larger number of bilingual Latinos in the Washington area as compared to the national average. This is a reflection of the higher educational and economic levels of the Washington community. One of the reasons that Spanish-language TV is so powerful with Latinos is because we are not as jaded as the mainstream.
People pay attention to advertising.
Television is the medium of choice for U.S. Latinos. For 1997 and 1998, Nielsen Media Research estimates there are 7.74 million Hispanic television households in the United States. Due to larger household size, viewing levels among Hispanic households tend to be more comparable to total U.S. households with three or more members. Spanish language programming consistently rates highest among persons in Hispanic households. Hispanics watch more television.