As National Hispanic Heritage Month, which takes place from September 15 through October 15, comes to a close, it is a good time to reflect on the importance of reaching Hispanic communities throughout the year – and the power of Spanish-language and Hispanic media outlets to make such ongoing and authentic connections.
The power of the Hispanic consumer
“The Latino economic boom has also led to a wealth boom for the group,” wrote CNBC last year, citing data from the Hispanic Wealth Project which found that Hispanic household wealth has tripled over the last decade.
The article also noted that reports forecast for the U.S. Latino economy through 2029, showing the cohort’s economic output will surpass Japan’s by 2024 and Germany’s by 2027, based on national GDP forecasts from the International Monetary Fund.
Prioritizing authenticity
For marketers looking to connect with this valuable consumer audience, authenticity is key.
According to eMarketer, “Cultural authenticity and language accessibility directly influence purchasing decisions and brand loyalty. Despite that, just 27% of Hispanic consumers feel accurately represented in English-language media always or often.”
To make authentic connections, consider media plans that include Spanish language and Hispanic owned or operated media outlets, across print, digital, streaming services, CTV, audio, and more.
How Mediaspace can help
Mediaspace provides clients with expert advice on planning, buying and executing Hispanic newspaper plans in multi-market buys based on campaign objectives.
Mediaspace has:
- A dedicated media planning and buying service specifically for the Hispanic market.
- A proprietary database includes over 700 ethnic publications and capabilities to place digital on any Hispanic publication’s website.
- The ability to leverage volume with Hispanic-owned, operated or affiliated publications to achieve the lowest rates.
The bottom line
As eMarketer writes, “Companies must recognize that Hispanic Americans represent not just a key demographic but loyal consumers with significant buying power expecting a degree of inclusivity.”
Mediaspace is committed to helping to make ongoing and authentic connections with Hispanic consumers throughout the year, through strategic integrated media plans.
