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$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 media analyst

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 and 2010.

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.

Please, see Hispanic Marketing and Advertising Explosion

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