In October of 2011, AHAA found a clear connection between consistent and significant investment allocations of more than 14.2 percent in Hispanic marketing and high levels of overall topline revenue growth. In fact, companies allocating one quarter of its ad spend to Hispanic media over five years would generate annual revenue growth of 6.7 percent. In analyzing Consumer Packaged Goods companies and technology, mobile and entertainment categories, there also were similar correlations.
The AHAA study shows that brands that focus on Hispanic marketing with determination and discipline are most likely to see more rapid topline revenue growth than those who are not as focused on this market. This can serve as a global case study for investment in minority communities with strong media vehicles to deliver against marketing strategies.