Commentary

Hispanic Ad Growth to Outpace General Market

Hispanic Ad Growth to Outpace General Market

According to a new study from Kagan Research, Hispanic advertising growth is expected to outpace that of the general market, reaching $5.5 billion in gross advertising revenue by 2010. The study forecasts bigger revenue growth curves for cable nets in the next several years, with projected growth of 32% from 2002 to 2010, versus 12.5% for broadcast networks.

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Deana Myers, senior analyst for Kagan Research, says "The rapid rise in population and purchasing power has made the Hispanic TV and radio audience a highly desirable market for networks, content owners and advertisers..."

Some of the key findings of the report include:

  • Although the Hispanic demo has lower multichannel penetration than the general population, the services are expected to gain ground in the coming decade. Multichannel penetration of Hispanic TVHH is projected to grow to 71.7% in 2010.
  • TV station players can expect solid revenue growth rates, while radio stations are projected to outpace their English Language peers between 2006 and 2010.
  • Programming is a potential growth area for all distribution outlets. Cable networks will increase program expenses most quickly, while broadcast networks are likely to have slower growth.

For the complete release and more information on Kagan Research, please visit here.

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