| $5.5 Billion in Hispanic-Targeted Ad
Spend by 2010
As the largest and fastest-growing minority market in the U.S.,
the Hispanic demo is drawing attention from all types and classes
of advertisers. The rise in population and purchasing power has
made the Hispanic TV and radio audience a highly desirable market
for networks, TV and radio station owners, content owners and
investors, according to Kagan’s Economics of Hispanic TV
and Radio in the U.S.
"As Hispanics have emerged as the largest minority group
in the U.S., advertising growth targeting Latinos is expected
to outpace the general market over the next several years. Both
the television and radio sectors should benefit from increased
interest in targeting the demo,” says Deana Myers, Kagan
Although the Hispanic demo has lower multichannel penetration
than the general population, the services are expected to gain
ground in the coming decade. Multichannel penetration of Hispanic
TVHH is projected to grow to 71.7% in 2010. TV station players
can expect solid revenue growth rates, while radio stations are
projected to outpace their English Language peers between 2006
Programming is a potential growth area for all distribution outlets.
Cable networks will likely increase program expenses most quickly,
while broadcast networks are likely to have slower growth.
Cable networks will see projected ad revenue growth of 32% from
2002 to 2010, compared with 12.5% for broadcast networks.
In September 2006, the Association of Hispanic Advertising Agencies
(AHAA) also announced the results of its survey assessing trends
and influential factors in US Hispanic advertising over the past
decade. More than 90 percent of respondents indicated that they
anticipate corporate ad spending targeting the fastest growing
segment of the US -- Latinos -- to increase in 2007 and more than
30 percent are predicting budget growth of more than 10 percent.
The majority of respondents (75.9%) believe the finance industry
will increase spending most significantly over the next five years
followed by entertainment (58.6%) and pharmaceuticals (55.2%).
Travel is projected to increase ad spending to reach US Hispanic
consumers as well as cited by 27.6% of survey takers.
see Hispanic Marketing and Advertising Explosion
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