> The Census is historically incorrect at measuring the number
> of Hispanics, especially in markets with smaller
> populations. You'll never convince me that the Census counts
> EVERY Hispanic person in any market. Illegal immigrants do
> not register with the census bureau, and that's a simple
> fact. Even Spanish programmers ad a generous cushion to the
> census count.
The Census is not perfect, but it is very good. You do not, as you state, "register with the Census Bureau." They mail a document to your house, and you will receive a visit if you don't respond. Also, no court of law or immigration agency receives any of the Census information, and the Census Bureau is prohibited from asking your status. Certainly, migrant workers will be missed, but the vast majority of Hispanics, legal and illegal, are counted.
> Hispanic format owners do not count on Arbitron in a market
> like Knoxville, because they don't need it. Just like
> religious broadcasters, they do not live and die by the
> book. The power ratio of Hispanic Radio may be lower in
> major markets, but not in a smaller market like Knoxville.
Knoxville is hardly a smaller market. It's a top-75. There are some situations where the numbers matter less, but they are in areas where there is an individual county that is markedly different from the rest of the metro area. You run into that, for example, in southwest Missouri, where Joplin's Hispanic population is 3.5% or less and Springfield's is around 2.5%, but McDonald County is nearly 10% Hispanic. In fact, there is a Spanish-language station that caters to McDonald and Barry Counties (Barry is 5%) in MO and Benton (9%) and Carroll (10%) in Arkansas, and it does very well. Those counties, especially McDonald, Benton and Carroll, are dramatically different demographically from Springfield and Joplin. However, with Knoxville, there is not a single county that has an even 2.5% Hispanic population. You're not going to see ad agencies rush to buy Spanish in Knoxville. You may see some restaurants, gas stations, bars and the like advertise on a Spanish station, but all of those businesses are historic no pays and won't pay premiums for spots.