Hispanic ad spending: Great expectations
Dollars will flow to TV and digital in greater amounts than ever before
January 5, 2016
By the editors of Media Life
This article is part of an ongoing Media Life series entitled “Catching the next big wave: Hispanic media.” You can read previous stories by clicking here.
Hispanic ad spending has soared over the past five years.
But there’s a feeling that it could, and should, be even higher.
It won’t quite get there in 2016, though it will once again see substantial gains.
Media Life predicts spending on Hispanic media will grow by 14 to 17 percent this year, based on conversations with and input from media buyers and media analysts.
That growth will more than triple the rate of 4 to 5 percent for overall media forecasters are projecting.
Political spending will help fuel part of that rise, of course.
Though Democrats have long had a stranglehold on Hispanic votes, Republicans are expected to pursue this key bloc in 2016 with presidential candidates including Marco Rubio and Jeb Bush boasting impressive popularity among Latinos.
Meanwhile, radio, newspaper and magazine spending has held up better for Spanish-language than English-language media, in part because there are fewer choices of where Hispanics can get their news.
Their hometown radio station or newspaper is often one of three or four media choices for news about their community, compared to dozens of choices for English-language media. Because of this, the audiences for these media have held up better, which keeps advertisers happy.
Plus, Hispanic online advertising is poised for huge growth this year.
While Latinos are huge consumers of mobile and social media, advertising has been slow to follow them there. Three-quarters of Hispanics own smartphones, according to Nielsen, and they use more mobile data than the average consumer.
Yet online spending is still dwarfed by TV spending, according to Kantar. As advertisers become more comfortable with mobile and social, Spanish-language sites should see a surge in spending.
Still, for all its potential, Hispanic media won’t achieve its just share of ad dollars until it’s fully integrated into media plans.
For all the growth it has seen, it remains an afterthought for many buyers, often finding its way onto media plans only after the client steps in and specifically requests it. And this is so even as so much Hispanic media buying has shifted to the general market agencies.
But Hispanic media has one thing working in its favor, and that’s the growing awareness among advertisers of the sheer size of the Hispanic population in the U.S.–some 54 million, or roughly 17 percent of Americans–and their continued growth.
They are also seeing more Hispanic faces in all forms of English-language media, which can be a major force in building awareness.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency