UNIVISION'S NUMBERS

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Alongside the many social and economic ills troubling the Hispanic community we have the challenge of convincing people that we are not all Spanish speaking, un-assimilated, immigrants living in a cultural cocoon.

Getting the Hispanic advertising community to help in this is tough enough but why do we always have to battle Ad Age? In the story on Univision's World Cup Soccer gains (AA, July 11), Ad Age confused U.S. Hispanic households with the U.S. Spanish Television Audience. They are not the same. To correct your error in reporting: Univision's share of Spanish television viewership rose to 72% which does not, as your report suggests, mean 72% of Hispanic households were watching Univision.

Raul Chavarria

Chavarria & Associates

Chicago

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