Hispanic Marketing: National Advertiser Spending Patterns and Media Choices

Abstract

This study examines spending patterns and media choices of national advertisers targeting the Hispanic audience. Survey results show that companies who target the Hispanic market at the national level spend only 1.5% of their total budgets in Spanish-language advertising. The media mix used for this audience is quite different than that reported for the general audience; 80% of ad dollars go to broadcast media. The authors suggest that promotions, particularly event marketing, can be a way for national advertisers to both customize messages and gain increased recognition in local markets.