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Hispanic Facts
& Stats-
- The tastes and buying decisions
of the Hispanic market have ties to their cultural background (Association
of Hispanic Advertising Agencies)
- Purchasing power of Hispanics
in the U.S. is estimated at more than $450 billion (Hispanic Association
on Corporate Responsibility)
- Women play an extremely
important role in the purchase decision process (Association of Hispanic
Advertising Agencies)
- Community and family values
have a strong focus among Hispanics (Beverage Marketing Corporation)
- Spanish language communication
mediums on a growth curve (Horowitz Associates, Inc.)
- Direct mail targeted to
1 million Hispanics can run into 6 figures (Kern Direct; based on
a minimum CPM of $750 = is actually $7.5 million.)
- LA campaign: 34, LA area
cities by zip code targeted to Hispanic communities. The total population
of these zip codes is nearly 2 million (1,970,000); based on an average
61% Hispanic population of these cities = 1.2 million Hispanics. With
a conservatively estimated impression count of 120,000/day x 10 days
= 1,200,000 impressions; $800/day x 10 days = $8,000; ($8,000 / 1,200,000)*6000
= $6.00/CPM. (Source zip code, population info: Business Information
Solutions)
- Cable TV advertising: National
ad CNBC $4,000; Univision, single, primetime $25,000
- 50% of the adult urban Hispanic
consumers are under the age of 35; compared to 31% among the total urban
market (Horowitz Associates, Inc.)
- 54% of urban Hispanic households
have children under the age of 18 (Horowitz Associates, Inc.)
- 58% of Hispanics, given
a choice, would prefer to communicate in Spanish (Cheskin Research,
a leading Hispanic market and technology research firm)
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