« Asociacion Nacional de Agencias Hispanas de Publicidad | Hispanic Marketing | Hispanic Market Media Markets Projections 2010 »
Advertising Ethnic Media
What A Surprise! The 2000 Census found that 12.5% of the U.S. population of more than 280 million was Hispanic — a bigger market than all of Canada — and projects the share to be nearly 18% by 2020.
Last year, Spanish-language TV's ad sales rose 16.9%, according to Nielsen Monitor-Plus, making it No. 2 in ad market growth after the Internet.
And there's still plenty of running room. Spanish-language media accounted for just 4% of the $106.5 billion advertisers spent on TV, local newspapers and national magazines last year. That's one reason Kagan Research forecasts spending on Hispanic broadcast and cable networks will grow 16.4% a year through 2009, surpassing English-language counterparts' forecast of 9.4% a year.
Among other factors that could make this ethnic media's breakout year, ad and audience surges in ethnic media are expected in June and July during soccer's quadrennial World Cup championship.
And Wall Street's estimation of ethnic media could rocket depending on the outcome of Univision's current search for a buyer. Investors already value the USA's largest Spanish-language broadcaster — with 62 TV stations on the mainland and in Puerto Rico along with other networks and media properties — at more than $10 billion.
Ahorre April 8, 2006 08:22 PM