First-half dollars shoot up by 25%, driven largely by huge spending on the World Cup, which delivered record ratings. TV makes up by far the largest portion of Spanish-language advertising, almost 90%, and it was especially strong during the first half of the year.
There have been some surprises in the Hispanic television upfront this year. The selling season has yet to wrap up, with Telemundo the only network to finalize all of its deals. But while demand for Spanish-language inventory was up, CPM gains are actually lower than last year. The lower gains reflect advertisers’ greater interest in a variety of networks this year rather than just the traditional top one or two.
Carat USA has completed a detailed new study of the Hispanic consumer segment and concluded that marketers are spending dollars against the sector in highly inefficient ways, due to continued reliance on old assumptions and outdated methods of communicating with the Latino population. The new data has led Carat to conclude that 90% of Hispanic media budgets are targeting only 20% of the Latino population.