• TVNewsCheck, Wednesday, June 23, 2010 11:32 PM

The 2010 census now underway will again transform the Hispanic media when findings start coming out next year, say experts. But with this census, the greatest impact will be the increasing complexity and wider distribution of the Hispanic population.

"This census will have advertisers and marketers focusing much more on the segmentation within the Hispanic market," says Julio Rumbaut, a media consultant in Miami. "The population has become much larger, unquestionably. But it's also become much more diverse." Ad spending for all Hispanic media soared 164% from $1.47 billion in 1999 to $3.88 billion in 2009. That's more than four times faster than the population), according to ad-tracking firm Kantar Media.

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