Hispanic Advertising

Almost 57 million strong, Hispanics represent short of 18% of the U.S. population, and they are expected to continue showing growth, reaching 24% of the population by 2040 and 29% by 2060. Staggering figures.

In 2015, Hispanics controlled $1.3 trillion in buying power, an amount larger than the GDP of Australia or Spain, according the Selig Center for Economic Growth, up 167% since the turn of the century. The increase is more than twice the 76% growth in non-Hispanic buying power during the same period. The center’s projections show U.S. Hispanic buying power continuing this trend, reaching $1.7 trillion by 2020.

The top 50 Hispanic marketers increased 2015 U.S. measured-media spending by 2.6% to $3.8 billion.

Not a homogenous market by any means: this outgoing and happy U.S. Hispanic market isn’t a one-dimensional culture. Latinos come from a variety of countries and income groups.

They’re highly active on several social networks and like to stay connected with family and friends. Digital video is one of their favorite platforms.

Operating as brand advocates: They’re receptive to ads in both languages and they also tend to pass along ads to others they know.

In 2016, the Hispanic social media consumer market continues to grow as a key demographic for marketers. Brands must listen, inform strategy with analytics and develop refreshing content that speaks to them to, ultimately, capture their hearts — and spending power.