General Market & Multicultural

While the majority of our clients focus their marketing communications on the general consumer market, a significant share of our planning and media buying dollars are targeted to reach Hispanic consumers.

Advertisers have come to recognize the growing importance of communicating directly with these growing ethnic populations, and he Hispanic market is the fastest growing segment within the U.S., with 44+ million people.

Our staff consists of planners and buyers with experience in both general market and Hispanic media.  And given that the Hispanic market represents 15% of the U.S. population, their tenure, assimilation and acculturation requires considerable segmentation modeling to go beyond pure Spanish-dominant programming.  

As the market evolves from second to third-generation Hispanics in the U.S., we need to consider media consumption patterns by lifestyle culture and context. This requires planning for bilingual and English-dominant media that targets the Hispanic community in addition to conventional Spanish-only media.

Some facts about the growing Hispanic media marketplace:

1. Studies found that online Hispanics consume technology and media at a higher rate than the US population at large.
2. 80% of Hispanics with internet access connect through broadband
3. 44% of Hispanics have wireless internet access
4. 50% are online while they’re watching TV
5. Online Hispanics are twice as likely than the General Market to use cellphone features: photos, sms
6. Two-thirds of online Hispanics consume their web media in English, but will drop as more Spanish-only speaking Hispanics migrate online
7. Offline
   • Hispanics represent 14% of US Population
   • Fastest growing ethnic group in US
   • 2007 total annual Hispanic disposable income is $890B