Census Data & The Future of Hispanic Advertising

The recent release of the full 2010 Census population figures has been driving the headlines in the world of Hispanic marketing the last few months. As anticipated by many, the full 2010 Census figures for the U.S. Hispanic population topped the 50 million mark. (50.5 million to be exact!) Fifty million is a big number, representing 16.3% of the total U.S. population, and accounting for more than half of the total U.S. population growth from 2000 to 2010. By sheer magnitude of growth, the attention is well deserved.

While everyone has been focused on the implications of a larger Hispanic population (was anyone surprised?), I think all the attention is being focused on the wrong number. The big news with big implications for Hispanic marketing involves a different number — 62 — published by the Pew Hispanic Center using Census American Community Survey data. Read More »