Hispanic population has now become an indispensable consumer force that cannot be marginalized by the advertisement industry, and if any company does so, it is simply suicidal. Therefore, while planning an advertisement campaign agencies are required to incorporate Hispanic population as well hence there is an imperative need to introduce an Anglo-plus-Hispanic mix to TV advertising budget. Hispanic population constitutes around 14 percent of the total U.S. population and as little as 3.2 percent of total ad expenditure is spent on Hispanic media.
The most effective instrument to address Hispanic community is to do it in both language i.e. English and Hispanic. According to Nielsen Media Research, around 60 percent Hispanic population watch English language television whereas rest 40 percent stick Spanish-language programs.
TV Week has suggested some key fact or trends of Hispanic community, which would be useful for advertisers:
1. They are family-centric.
2. They are fashion-driven.
3. They are brand-conscious.
4. They are loyal to retailers and brands.
5. They are prone to high referral rate tendencies.
Further, Adam Armbruster has given some food for thought while moving into Anglo-Hispanic television marketing:
1. Develop a relevant marketing message.
2. Hispanic consumers have a different shopping style than Anglo consumers.
3. Personal style is important.
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