The United States Census results generate high expectations; attracting both experienced Hispanic advertisers – the “aficionados” – and newcomers, the “casual fans.” Every 10 years, representation in Congress and the distribution of $400 billion each year in federal funds are at stake.

However, for marketers, the Census data has a whole other meaning. And this is even truer for Hispanic marketing, getting everybody riled up, making predictions, and placing bets on what to expect. While changes in population do not happen all at once, the Super Bowl of demographic surveys has been the major event supporting the growing interest in the Latino market. Take ad investment for example. In 2002, the year after the 2000 Census results were released, Hispanic ad investment soared to $3.4 billion, a 27.4 percent growth compared to the 4 percent growth in the previous year.

Read the entire article by Gustavo Razzetti at ClickZ.

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