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Rio Grande Valley

1. COVERAGE AREA

The Rio Grande Valley is an area located in the southern tip of South Texas. It lies along the Rio Grande, across the border from Reynosa, Matamoros, Camargo, Rio Bravo, and Valle Hermoso, Mexico.

2. RIO GRANDE VALLEY DMA POPULATION

According to the 2010 Census Bureau, the Hispanic population of the Rio Grande Valley is about 1,055,214. According to the Instituto Nacional de Estadisticas y Geografia, the combined population of the border cities in Mexico was about 1,294,446 in 2010. The combined total for both sides of the border is over 2 million Hispanics.

General Population Total Hispanics Total Population
Rio Grande Valley (DMA)
(Hidalgo and Cameron County)
1,055,214 1,180,989
Reynosa, Matamoros, Camargo, Rio Bravo & Valle Hermoso, Tamaulipas México 1,294,446 1,294,446
REACHING AND ESTIMATED:
2,349,660 HISPANICS

Source: Bureau 2010 & Instituto Nacional de Estadísticas y Geografía 2010


3. RIO GRANDE VALLEY DMA HISPANIC POPULATION

The Rio Grande Valley Hispanic Population is more than eight times that of the non-Hispanic population. The 2012 US Census estimated that 1,055,214 (89%) of the Rio Grande Valley DMA is Hispanic, making Hispanics the general market.

Rio Grande Valley DMA Hispanic Population

4. RIO GRANDE VALLEY DMA LANGUAGE SPOKEN AT HOME

This graph provides an overview of the general language spoken at home in the Rio Grande Valley. An estimated 78.05% of the population in the Rio Grande Valley chooses to speak primarily Spanish in their homes.

Rio Grande Valley DMA Language Spoken at Home

5. 2012 AUDIENCE

Televisa continues to be the top rated station in prime time.

Televisa in Prime Time-Your Target Audience is Watching: Monday-Friday 7pm-10pm

 STATION NETWORK
Affiliation
ADULTS
25-54
ADULTS
18-49
WOMEN
25-54
WOMEN
18-49
MEN
25-54
MEN
18-49
XERV Televisa 5.6 5.6 7.5 7.7 3.6 3.3
XHAB Independent 0.1 0.1 0.2 0.1 0.0 0.0
KGBT CBS 1.7 1.1 2.0 1.2 1.4 1.1
KNVO Univision 4.8 4.5 5.8 5.0 3.7 14.1
KRGV ABC 2.4 1.7 3.2 2.2 1.4 1.1
KTFV Telefutura 1.2 1.1 1.1 1.0 1.3 1.3
KTLM Telemundo 1.8 1.9 2.1 2.3 1.5 1.3
KVEO NBC 1.4 1.4 1.4 1.3 1.3 1.4
KFXV Fox 0.8 0.9 0.7 1.1 0.9 0.7

Source: Nielsen November, 2012


6. RIO GRANDE VALLEY DMA TELEVISION VIEWERS INCOME 2011

Televisa viewers have money to spend, delivering the audience that drives the economy.

Rio Grande Valley DMA Television Viewers Income 2011