2010 Census Expected To Unveil Huge Hispanic Growth

2010 Census Expected To Count 50 Million Hispanics In U.S.

In the wake of several recent defections from Spanish language formats, including the most recent changes at BORDER MEDIA/AUSTIN (NET NEWS 11/2), which changed Regional Mexican KHHL (98.9 LA LEY) to Talk and Spanish Contemporary simulcast KXXS (DIGITAL 92.5)/KXBT (DIGITAL 104.9) to Sports as THE HORN 104.9 FM, ESPN AUSTIN, comes a report that Hispanic Americans continue to be the fastest growing segment of the American population.

ADWEEK.COM reports "Hispanic Americans continue to grow in number at a rate four times that of the general population, with the 2010 Census expected to show their total rising to nearly 50 million, from 38 million in 2000. And second-generation Hispanics are fast becoming the driver of the group's growth, with 88% of Hispanic children born in AMERICA, versus 61% of adults."

Because of this, agencies that market to this segment are finding themselves in a strong position, continues the report. MCDONALD'S, which reports high brand loyalty among its Hispanic consumers, has reacted by adding breakfast burritos to its national menu. "We know the general market has become increasingly multicultural, with Hispanic music, Hispanic tastes and the Hispanic palate influencing a lot of general-market initiatives," said MCDONALD'S Dir./Marketing CRISTINA VILELLA. "We lead with Hispanic insights but make sure they appeal to the general market."

Despite the influence, the dollars are not flowing to Hispanic media.

"We have 15% of the market but only 5% of the marketing dollars," said INTERPUBLIC GROUP CASANOVA PENDRILL CEO INGRID OTERO-SMART. "You're going to see more general-market agencies pursue Hispanic accounts. They didn't care when our budgets were $10 million or less, but now that we are dealing with more robust budgets and theirs are being cut, it's a different story."

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