The US Hispanic population, now representing 16% of citizens and
the country's fastest-growing minority group, wields buying power
in excess of $1 trillion, according to the Selig Center for
This is hardly lost on marketers and media sellers who are
increasingly focused on this segment to grow their brands, as seen
in trend data from Kantar Media Ad Intelligence above. Personal
care product marketers, for example, have poured more than $400
million into reaching Hispanic consumers, an increase of 61.4% from
2009. Telecom companies have spent an additional $687.4 million
trying to reach them, an increase of 13.3%.
The challenge marketers face, however, comes in successfully
identifying the Hispanic audience and providing accurate
measurement of true media usage and purchasing behavior.
The terms "Hispanic" or "Latino" are typically used for those
who classify themselves in one of the origin-related categories
listed on the decennial US Census or other Census questionnaires
(e.g., Mexican, Puerto Rican or Cuban).
Although the Hispanic population is usually defined by the
origin, it can be viewed as the heritage, nationality, lineage or
birth country of the person or their ancestors before arriving in
the US. That is to say, people who identify their origin as
Hispanic, Latino or Spanish may be of any race.
Kantar Media Audiences uses a method that defines the "Hispanic
audience" by how often they tune into Spanish-language content.
Counteracting the challenge of measuring the origin of an audience,
this method is more precise and efficient for those making
strategic decisions about how to use Spanish-language media.
Segments are matched with shopping behavior to correlate media
exposure and product purchases.
What is becoming quite clear is that bigger (and better) data
are enabling smarter marketing decisions. While traditional methods
of understanding the consumer "path to purchase" are challenged in
today's media ecosystem, new data and innovative analytics are
driving more effective results. We can now define the Hispanic
consumer with greater precision and connect their actual purchase
and media behavior with commercial exposure.
But does this really work? Based on a recent proprietary study,
we have seen a specific campaign increase household spending for a
brand by more than 18%. These data connections enable marketers to
deliver improved audience efficiencies, media effectiveness and
Source: Kantar Media