The outlook for Hispanic advertising

8602397656?profile=originalNext year will be a strong one for Hispanic ad spending, with the Olympics and the presidential election, yet there’s still more money that should be funneled into Hispanic media that’s not. In part that’s because advertisers remain confused about the best way to reach Hispanics, including whether to use English- or Spanish-language media. And in part this it’s also because English-language media has been so slow to embrace true biculturalism, such as shows or magazines that truly show a Hispanic influence. Carlos Santiago, president and chief executive officer at Santiago Solutions Group and research chair at the Association of Hispanic Advertising Agencies, talks to Media Life about what to expect for ad spending next year, how TV is holding up in the digital age, and why media buyers are still confused about Hispanic media.

What’s the general outlook for Hispanic ad spending in 2016? How much do you think it will rise over 2015?

I think it will be up.

I think that this last year might have been down from 2014 because of the World Cup. So those are normal fluctuations, and next year is a political year. There are several big soccer games that will help boost it also. So I think overall next year it should be up, but the key question is if the percentage of the overall ad spend will go up, stay the same or go lower. READ MORE AT MEDIALIFE MAGAZINE

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