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Hispanic Market Maintains its Momentum

May 5, 2003  •  Post A Comment

Hispanic media, which gained so much steam from the 2000 Census that Spanish-language TV became the fastest-growing television advertising category in 2002, is poised for another winning year.
The Census prompted a historic shift in attitudes toward Hispanic media, as Madison Avenue noted the surging Hispanic population and belatedly realized that Hispanic Americans were often precisely the younger TV viewers with lots of income to spend on products that they had been seeking.
Special TV events among Hispanic media, such as the Grammys, Latin Grammys, Miss Universe, Golden Globes, the Olympics and the Super Bowl, have piqued buyers’ interest during recent seasons as they attempt to reach TV audiences that are representative of the United States’ diverse population.
“Buying the Super Bowl is a marketing decision, and the money comes from the general market budget because you’re trying to reach Anglo and Hispanic consumers,” said Maria Cueva, MediaCom’s VP/director responsible for all Hispanic media buying. She buys for such clients as Panasonic, Slim-Fast, Warner Bros. Home Video and Dulcolax.
Still, agency officials “have to educate their clients about the potential of the Hispanic market,” Ms. Cueva said. “Procter & Gamble running a first-time commercial for Crest in Spanish during the regular Grammys this year was unique.”
Evidence of the Hispanic media’s pull with consumers is mounting.
Jean Pool, executive VP and director, North America Operations, at Universal McCann, said that in some major Hispanic markets such as New York, Los Angeles, Miami and San Antonio, “Spanish stations are so important they’ve become the general market. Retailers don’t look at a market as Hispanic. They look at them as trading areas that have heavy Hispanic populations, like Texas, Florida and California.”
Ms. Pool noted that clients are anticipating the debut of ESPN Deportes in the third quarter of this year. “If more Hispanic-oriented sports are offered on ESPN Deportes, there’ll be a bigger push to bring national Hispanic budgets in line with general market budgets.”