Despite the recession, a large number of companies—“especially consumer-product companies and financial-services firms”—are aggressively targeting the U.S. Hispanic market through advertising in Spanish-language media and sponsorship of community events, Beatrice E. Garcia writes for The Miami Herald.
Quoting TNS Market Intelligence, a market research firm, Garcia explains that overall, “[m]ore than $5 billion was aimed at the Hispanic market in 2008.” As the fastest-growing minority group in the United States, Hispanics constitute a desirable target for advertisers and investors alike. State Farm Insurance, for instance, is one of the top 10 companies to market to Latinos, a prominent sponsor of the hit show “Sábado Gigante,” and has invested almost $58 million in Spanish media advertising, together with the sponsorship of community fairs and sporting events. READ FULL STORY
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