TV Steps Up Pitch to Hispanic Market

As television executives peddle their coming programs to advertisers this week, before the start of the 2011-12 season, their sales spiels are taking on a decided Spanish accent.

Media and marketers are demonstrating increased interest in Hispanic consumers because of the results of the 2010 census, which showed strong continued growth among the Spanish-speaking population. J. M. Smucker Company — the purveyor of heartland pantry staples like Smucker’s, Crisco and Folgers — will spend $360 million to buy Rowland Coffee Roasters, which specializes in Hispanic brands like Cafe Bustelo and Cafe Pilon.