Virtually every leading corporation in the U.S. today views the Hispanic population as a growth segment. Hispanics make up 55 million and are projected to almost triple in size by 2050. Their purchasing power of more than $1.2 trillion in 2013 is growing, and more and more counties, cities, and states are becoming “minority” majorities across the country.

The big question, however, is how can leading corporations improve targeting effectiveness and media efficiency given that the majority of today’s Hispanics are U.S. born, and that Spanish usage declines by generational level?

While it’s clear that Spanish-language has served the Hispanic marketing industry well, moving forward, new metrics will need to be added to better quantify a changing demographic landscape.

Historically, the Hispanic media approach and audience measurement has centered on Spanish-language, which has been the industry standard for more than 20-years—with language quintiles measuring the Hispanic television audience in aggregate.

What if there’s a better way?

Continue reading at Engage:Hispanics via MediaPost

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