Dive summary:
- Spending on the Hispanic ad market grew by 11.1% last year with $8 billion spent by U.S. marketers on major media targeted at the growing Hispanic population.
- The bulk of media spend aimed at Hispanics is still focused in traditional media, particularly television, which saw 50% of the revenue flow; digital spending aimed at Hispanics grew, but it was a slower growth pace than digital spending overall.
- The most important web properties for Hispanics are likely not different that those with the greatest reach amongst all consumers; a report from comScore showed that Google, Yahoo! and Microsoft sites had the greatest number of unique visitors among U.S. Hispanics.
From the article:
"eMarketer estimates that nearly half of all US Hispanics, including 70.9% of Hispanic internet users, will use social networks at least monthly this year. That represents a 9.4% increase over 2012 usage levels, more than double the 4% increase expected for social network users overall."
