6 Surprising Facts About the Growing Hispanic Audience You Probably Didn’t Know

When this week’s Ad Age arrived at the office, I was excited to see the new Hispanic Fact Pack. Now, advertising supplements aren’t usually a highlight, but last year’s is still sitting prominently on my desk – tabbed, underlined, and referenced more than any other printed piece I received all year. I’ve used it as a tool in audience research for a startup company, to make social media recommendations to a Fortune Global 50, and for competitive research for a large insurer.

And sure, it has some things we all know – Hispanics are the fastest growing minority in the country and latest projections show that by 2050; 24% of the U.S. population will be Hispanic; and the most popular Spanish language channel is Univision. But it has some surprising information that’s worth a second look, including:

  • 88% of Hispanic children in the United States are U.S. born.
  • The most popular prime time English language network television shows are American Idol  & Grey’s Anatomy.
  • The most popular Spanish language cable shows are soccer & news.
  • The most popular English language cable shows include Jon & Kate Plus 8, Fairly Oddparents and SpongeBob SquarePants.
  • Facebook is the most popular social networking site, regardless of language preference, followed by MySpace and then Hi5.
  • Cook County, Illinois has one of the fastest growing Hispanic populations in the country.

And it’s information like that which has led some of the larger advertising agencies to acquire or partner with some previously small, niche agencies focused on the Hispanic market to broaden their reach.

It’s also interesting to see which brands are reaching out to this expanding audience. It’s no surprise that American car advertising overall has decreased and explains the drop in advertising here. But strong increases by Honda as well as some surprises – 91.5% increase from Nestle, 75.5% increase from SC Johnson and a 37.5% increase from Mars – says they are well aware that the majority of the population increase is coming in the under 18 demographic and brand preferences are set early.

Some of our clients have made adjustments to their efforts accordingly. For example, the Hamilton Crowne Plaza hotel in Washington, DC has recently launched a Spanish language landing page and booking engine for their growing base of Spanish-speaking guests.

Have you adjusted your business or marketing to reach out to this growing audience? Tell us about it.

Lisa Crotty

Marketing Manager

Lisa is a Senior Optimization Specialist at Innate – her friends even teased that she A/B tested her name change. Lisa studied Philosophy of Science & Technology at Virginia Tech and is always asking why.

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