Miami-Fort Lauderdale media market now majority Hispanic, thanks to Broward County
The expensive Miami-Fort Lauderdale media market is now made up of more Hispanics than any other demographic, according to an analysis of new U.S. Census numbers by Tallahassee Democratic strategist Steve Schale.
Schale dove into the figures, which show that Hispanic growth in Broward County has fueled the shift in the media market. Miami-Dade County has already majority Hispanic and became even more so, he found. The bi-county area tipped from 48.1 percent to 50.3 percent Hispanic in the 2015 Census numbers, he said.
Dade went from 65 percent to 66.7 percent Hispanic. Broward went from 25 percent to 28 percent.
Political operatives care deeply about media markets -- known as "Designated Market Areas," or DMAs -- because that's how they divide their buys for TV advertising, usually the most expensive part of election campaigns.
Other interesting tidbits from Schale:
* The latest Census estimates show Miami-Ft. Lauderdale has retaken the lead as the biggest DMA in Florida. Earlier estimates, from 2010, had Tampa leading the Florida list. The difference is small, though -- less than 5,000 people.
* Miami-Dade remains the most diverse county in the state, Schale found. "Only 14.4 percent of Dade County residents are non-Hispanic white now," he wrote in an email to the Miami Herald.
His full blog post on the Census numbers is worth a read.