Selling Spanish TV to ad buyers

SELLING SPANISH TV TO AD BUYERS
[SOURCE: Los Angeles Times, AUTHOR: Lorenza Muñoz]
Considering that Latinos make up the largest ethnic group in the United States and Latino buying power is on an upward march, you'd figure Spanish-language networks would be fighting advertisers off. They aren't. This week in New York, where the bulk of the commercial time for the upcoming television season will be sold at what's called the upfront market, Univision and Telemundo will need to make hard sells. Advertising spending on Spanish-language media has been growing, rising more than 14% last year from 2005, according to Nielsen Co. But only 3.2% of total national television and print advertising is directed at Spanish markets in the Spanish language, TNS Media Intelligence has found. What's more, recent research by the Assn. of Hispanic Advertising Agencies determined that of the country's top 250 advertisers, about 100 don't market in Spanish at all, and many of those that do aim less than 1% of their promotional budgets at Latinos. A large group of advertisers — mainly in the banking, investment and technology industries — question whether they need to reach out to Latinos en español or whether their messages are getting across in English.
http://www.latimes.com/business/printedition/la-fi-spanishads15may15,1,2...
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