Click here for the article of Adweek, 2 November, 2009. (Adweek part of Nielsen Business Media, ("properties" tab))
The 2010 Census will radically alter the demographic map and the rules of engagement between Hispanic and general-market shops.
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...
...Hispanics now have about $863 billion in discretionary annual income, more than any other minority group in the country. (As of the third quarter, Americans overall had disposable income of $10.8 trillion.) Agencies argue that spending power is still underestimated and that upcoming Census findings -- expected to be released beginning in early 2011 -- will deliver a wake-up call to marketers...
...General broadcast networks posted a 22 percent decline in the last upfront (definition), while Univision posted a 3 percent gain to $1.24 billion...
...Media agencies at big industry holding companies have created operations dedicated to multicultural planning and buying...
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