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'LATINO IN AMERICA' LESS WATCHED: Ratings failed to match last summer's "Black in America" – both in overall viewers and 25-54 demo.

(October 28, 2009)

*CNN's two-day "Latino in America" documentary series was not as big of a ratings hit as its predecessor "Black in America," which drew 2.1 and 2.6 million total viewers in its two part airing last summer, and won the all-important 25-54 demographic both nights.

"Latino" aired Wednesday and Thursday from 9-11 p.m. The first special drew an average of 1,007,000 total viewers and 293,000 viewers in the 25-54 demo, a 45% drop in total viewers from the debut episode of July's "Black in America," and a 67% drop in viewers 25-54, according to Nielsen.

Thursday's Part II averaged 848,000 total viewers and 268,000 in 25-54. That's down 40% in total viewers from the second part of "Black in America," which averaged 1,406,000 total viewers, and down 60% in the 25-54 demo (from 569,000).

MediaBistro's Kevin Allocca reported that the bigger story appeared to be the controversy surrounding the "Latino in America" series. Latino critics have accused CNN of hypocrisy for reaching out to Latinos with the special, yet keeping anchor Lou Dobbs, a fierce critic of immigration.

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