• Marketing y Medios, Monday, July 30, 2007 10:16 AM

As negotiations in the $1.55 billion Spanish-language broadcast TV upfront wind down, another ad market is just getting going -- Hispanic cable. Advertisers have about $100 million to $125 million reserved for nets like Galavisión, the bilingual mun2, Fox Sports en Español and ESPN Deportes. Talks are expected to run through the summer. "We're just getting started in terms of dollars being registered," says Victor Parada, vice president of advertising sales at Discovery Networks U.S. Hispanic Group.

The market is relatively new, with several networks only in their first or second year of negotiations. Hispanic-targeted cable networks accounted for 4.8% of viewing in Hispanic homes in November 2006, up from 4.3% for the same period in 2005, and more than double the 2004 figure, according to a Cabletelevision Advertising Bureau analysis of Nielsen data.

Advertisers are taking notice of the growth and see a chance to reach viewers hard to find on broadcast. "Based on the reactions I've received from advertising agencies, they agree that more choice is a good thing and that young men, in general, are under-served," says Paul Green, vice president of sales at ESPN Deportes.

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