AHAA AT A GLANCE
Founded in 1996, AHAA: The Voice of Hispanic Marketing (formerly known as the Association of Hispanic Advertising Agencies (AHAA)) is the national organization of Hispanic-owned and-managed firms united to promote the growth and strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA is raising awareness of the value of the Hispanic market's many opportunities while enhancing the professionalism of the industry.
AHAA agencies lead the industry with collective capitalized billings exceeding $5 billion - more than 90 percent of the entire U.S. Hispanic advertising industry. Only AHAA agencies have the blend of cultural understanding, market knowledge, proven experience and professional resources that make them uniquely qualified to communicate with Hispanic consumers. These capabilities and skills offer the potential for Hispanic market success that's available nowhere else.
AHAA is governed by a national board of directors comprised of executives from member agencies of all sizes across the country. Each region - East, Central and West - is represented on the board. Leadership is elected annually by member agency executives in those regions.
8400 Westpark Drive, Second Floor
McLean, Va. 22102
2011-12 Board of Directors
Roberto Orci, Chair
Jessica Pantanini, Immediate Past Chair
Aldo Quevedo, Chair-Elect
Linda Lane González
Hector Orcí, Member Emeritus (ex-officio)
Horacio Gavilán, Executive Director
THE POWER OF THE HISPANIC MARKET
• The estimated Hispanic population of the United States is 50,477,594 (as of March 2011), making people of Hispanic origin the nation's largest ethnic or race minority.
• 1 in 6 Americans is now a Hispanic.
• Hispanic kids make up 23% of the 17 & under U.S. population (over 17 million). This is a 39% increase in 10 years.
• Every 30 seconds, a Hispanic turns 18 years old.
• Hispanic refers to a person of Mexican, Puerto Rican, Cuban or other Spanish/Hispanic/Latino culture or origin, and is considered an ethnic category rather than a racial group. Persons of Hispanic origin therefore may be of any race, and since their culture varies with the country of origin, the Spanish language often is the uniting factor. Three out of every five Hispanics living in the U.S. are born here, and among the foreign born, most are of Mexican origin, which suggests that a great many Hispanics share similar backgrounds and cultural experiences. Nonetheless, spending patterns differ significantly based on country of origin, and the composition of the nation’s Hispanic population is changing.*
• More than half of the growth in the total U.S. population between 2000 and 2010 was because of the increase in the Hispanic population. Between 2000 and 2010, the Hispanic population grew by43 percent, rising from 35.3 million in 2000 to 50.5 million in 2010.
TRENDS IN HISPANIC ADVERTISING
The Hispanic advertising industry is outpacing all other sectors of advertising growing 4 times faster and is now more than $5 billion industry.
Total U.S. measured advertising spending is projected to increase 4.2 percent while Hispanic Advertising is expected to grow 7.8% in 2008, according to the full-year forecast by TNS Media Intelligence.
LANGUAGE PREFERENCES & MEDIA USAGE
The majority of Hispanics (59 percent) claim to speak Spanish all the time, with another third saying they speak Spanish at least half of the time. Only four percent of Hispanics claim to never speak Spanish, according to Market Segment Research.
The number of stations programing to Hispanic audiences increased from 701 to 730 in 2006. That figure is up 24% percent since the Spring of 2002 according ro Arbitron.
Hispanics spend an average of 17.3 hours per week watching Spanish language TV, 12 hours listening to Spanish language radio, 1.6 hours reading Spanish language magazines and 1.2 hours reading Spanish language newspapers; compared with 11.6 hours watching English language television, 7 hours listening to English radio, 1.7 hours reading English magazines and 2 hours reading English newspapers, according to Market Segment Research.
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Updated: Thursday, December 12, 2013