Jack Myers TomorrowToday forecasts that Hispanic broadcast network TV ad spend will grow at a slightly faster rate than total U.S. broadcast TV ad spend, increasing its share from 11.6% in 2018 to 12.3% in 2020. This is notable, given the make-up the U.S. Hispanic population. Hispanics are now the youngest U.S. demographic group and younger Hispanics, particularly those born in the U.S., are bilingual or fluent in English. The result is rapidly growing digital media and English language media consumption (Hispanic online ad spend has grown steadily at 18%/year or above since 2012). Marketers’ continued support of Hispanic television networks validates the networks’ success in maintaining relevance to their changing demographic base. Hispanic legacy/linear ad spend includes network TV, local & national spot broadcast TV, newspapers & consumer magazines, radio, and out-of-home. Hispanic digital ad spend includes online display, search, video & other ad spend.
BY JACK MYERS
