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Industry Spotlight- US Hispanic Market

What is the US Hispanic market? What is the targeted demographic? Do we use English or Spanish in our marketing campaigns? What are the main USH agencies and brands. Do we refer as Hispanics or Latinos? to We take a look at what makes up the USH market place and who the main players are in the advertising world.

US Hispanics is the generic term to refer to the Spanish speaking population of Latin American or Spanish decent. The term is often abbreviated to USH.

About 15 years ago, US Hispanic agencies were standalone and largely independent. The general market soon realized what an opportunity this ever growing sector was, and so they bought up a lot of the boutique agencies to get in on the action. As with everything, some of the bigger players were successful with these acquisitions, some were not. It seems that today that with some restructuring and education of internal teams, the most successful USH agencies are now part of a global agency group.

The US Hispanic population in the US is growing year on year and it is becoming more important to brands to ensure they are targeting this ever expanding population to ensure their disposable income is spent with them. It is false to assume that advertising content to this group should be in Spanish only and only on Spanish speaking mediums. This group consists of many generations of Hispanics, many of whom have English as their first language.

The latest data published by Ad Age suggests that $9.2 billion U.S. Hispanic ad spending in 2017, down 3.9 percent. With the majority of US Hispanics consuming their content online, digital advertising is important but TV/video advertising still plays a major part in converting these online views to dollars, making cross media advertising crucial.

Agencies, brands and production companies are strewn all around the USA. However the main hubs are in NYC, Miami, Los Angeles, Dallas and Houston.


The main players – Agencies

Conill, (Publicis) El Segundo, Calif.

Alma, (Omnicom DDB), Miami, FL

The Community, (Publicis), Miami, FL

SapientRazor Miami, FL

Dieste, (Omnicom), Dallas

LatinWorks (Omnicom), Austin, Texas


The main players – Brands

Procter & Gamble Co.

Genomma Lab

Deutsche Telekom

Dish Network Corp.



The main players – TV Networks

Univision, Univision Holdings

Telemundo, Comcast Corp.'s NBC Universal

UniMás, Univision Holdings

NBC, Comcast Corp.'s NBC Universal

ABC, Walt Disney Co.


The main USH Focused Conferences include those listed below. there are also a variety of local event in each city, but these are currently the top three events in the USA.

CMC - Cultural marketing council (formerly known as AHAA) -

For more information on the us hispanic market, please contact the foresyte media team

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