In his eight years as general manager of WXTV in New York, Ramon Pineda has seen major growth within the Univision station’s core demographic. As the U.S. Hispanic population continues to expand, the station has experienced a major spike in ratings; during the most recent sweeps period, WXTV posted some of its strongest numbers ever, particularly among younger viewers.
“We live in a marketplace that has changed,” Pineda said in a recent interview with TVSpy. “So what works to our advantage at Univision is that the marketplace is changing to our favor on a daily basis. In the last 12 years, the population in New York has changed dramatically and has become more Hispanic.”
According to Nielsen, the New York DMA has seen a 31 percent increase in the Hispanic population among the A18-49 demographic since 2000. In the most recent sweeps period, WXTV delivered the most A18-49 viewers at 5 p.m., 6 p.m. and 6:30 p.m. in any language. Read more