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Hispanic Ad Spending Grows Quickly, Except Online

Total media spending grows faster than average, while digital lags

Hispanic ad spending was up 11.1% last year, as US marketers spent nearly $8 billion on major media targeted toward Hispanic consumers—a fast-growing segment of the population with increasing amounts of disposable income.

TV took well over half of total spending and grew significantly more quickly than the average, while spending on print media dipped, according to the estimates from Advertising Age and Kantar Media, the Latino Print Network and Nielsen. Internet ad spending, estimated by Ad Age DataCenter, was up just 2.5%.

That suggests digital ad spending directed toward Hispanic audiences is growing much more slowly than overall digital spending, which eMarketer estimates was up 15% last year (including both desktop and mobile spending). Looking at the total media picture, however, Hispanic ad spending is growing faster than average: eMarketer estimates spending on all US advertising was up just 4.3% in 2012.

For digital marketers targeting Hispanics, the most important web properties may not be different from those with the greatest reach among all consumers: comScore reported that Google, Yahoo! and Microsoft sites had the greatest number of unique visitors among US Hispanics, with Facebook not far behind.

This made Facebook the top social site among Hispanics, followed distantly by LinkedIn. Twitter reached just 15% of Hispanic internet users, compared to 64.1% for Facebook, according to comScore.

eMarketer estimates that nearly half of all US Hispanics, including 70.9% of Hispanic internet users, will use social networks at least monthly this year. That represents a 9.4% increase over 2012 usage levels, more than double the 4% increase expected for social network users overall.


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