HISPANIC MEDIA & MARKETING FACTOIDS

THE POWER OF THE HISPANIC MARKET

Ø      The total Hispanic population of the U.S. hit 45.5 million on July 1, 2007, or 15.1 percent of the total population of 301.6 million, according to the U.S. Census Bureau.

Ø The latest Census Bureau estimates that the Hispanic population of 16 states had now exceeded 500,000

Ø Hispanic purchasing power is expected to hit $992 billion in 2009.

Ø Over the 17 year period, 1990-2007, US Hispanic buying power grew at a compound annual rate of 8.7 percent (compared to non-Hispanic growth rate of 4.8 percent), according to Market Segment Research.

Ø According to the Selig Center for Economic Growth, the Hispanic population has grown 85 percent since 1990 compared to an 18 percent growth rate in the overall population.

Ø Hispanic households are larger than non-Hispanic households (3.3 persons per household for Hispanics versus 2.4 persons for non-Hispanics); and have twice as many children under 18.

Ø Presently, 1 in 5 teens is of Hispanic decent, says Selig Center for Economic Growth. By 2020 the Hispanic teen population is expected to grow 62 percent compared with 10 percent growth in the number of teens overall. 

TRENDS IN HISPANIC ADVERTISING  

Ø The Hispanic advertising industry is outpacing all other sectors of advertising growing 4 times faster and is now more than $5 billion industry.

Ø 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  

Ø   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.  

Ø   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.

Ø  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.