Cheap Car Insurance Rate

Hispanic Market: Adjusting to Life in the Mainstream

The Hispanic upfront presentations in New York the week of May 14 occur amidst a backdrop of evolutionary changes. Advertisers are eager to romance the continually growing domestic Hispanic audience, estimated at 43 million and rising, according to updated U.S. Census statistics. Kagan Research projects multichannel penetration in Hispanic households to continue its gradual climb, reaching 71.7 percent in 2010, up from 69.9 percent in 2005.

Jessica Pantanini, an Association of Hispanic Advertising Agencies board member, said, "Corporate America realizes it needs to gain new customers and address other markets like Hispanic, which it hasn't done in the past."

AHAA's projection for this year's upfront buying is $1.8 billion; last year's figure was $1.5 billion, with $1.3 billion the previous year.