By James Caldwell, Torch assistant editor

The Nielsen TV ratings service announced a 2.3 percent increase in the Hispanic population watching TV for the upcoming 2009-2010 fall season compared to a 0.3 percent overall increase. The significant change captures the importance of WWE utilizing Rey Mysterio to appeal to the Hispanic population.

Right now, WWE and Rey are on shaky ground after Rey began his 30-day suspension on Wednesday that he feels was unjust. Rey said in an interview with a newspaper in Mexico last weekend that he was concerned about his image with kids, especially in the Spanish-speaking population.

WWE did not defend Rey publicly or address any of Rey's claims that he was wronged by the Wellness Policy. Instead, they plastered a "Rey Mysterio has been suspended" graphic on their homepage two days ago for nearly the entire day.

WWE chairman Vince McMahon was reportedly furious with Rey for speaking out against WWE. The issue reportedly was not deal with as McMahon, in typical McMahon fashion exemplified by his handling of the Denver Debacle, turned his attention from the real issue and made it a personal issue.

Considering the latest data from Nielsen revealing the importance of targeting the Hispanic audience, McMahon might want to reconsider taking a harsh approach against Rey, who will be more valuable than ever as a top star on the Smackdown brand with Jeff Hardy out of the picture.

In the top TV markets around the U.S., Nielsen is estimating increases in major cities WWE targets. Nielsen's estimate for the Hispanic audience in Los Angeles - the site of Summerslam - will increase from 1.85 million to 1.87 million.

The estimate for Houston, which is the fourth largest Hispanic TV market in the U.S., is increasing from 550,000 to 561,000. Houston is one of WWE's top ratings draws on Friday nights and they regularly draw sell-outs at the Toyota Center for Smackdown house shows and TV tapings.

Phoenix, the home of WrestleMania 26 and the site of last week's Smackdown TV taping, is increasing from 381,000 to 392,000. Boston will be the site of the Ten Years of Smackdown show later this month and their estimated Hispanic population will increase from 128,000 to 132,000.

WWE and McMahon continuing to take a hard stand against Rey for speaking out against WWE's Wellness Policy would be a short-sighted judgment call with McMahon's typical personal feelings getting in the way of business.

There's hard data and evidence that points to Rey being more valuable than ever. WWE doesn't want to let Rey take the "Rey Mysterio" brand to Mexico where a promotion like AAA is running shows in the U.S. and could capitalize on his name value to run major arenas along the West Coast and leave WWE on the outside looking in.

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