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Hispanic Marketplace


The fastest-growing market in America, the U.S. Latino market is expected to reach $1.5 trillion in spending power within the next 10 years! In our special section devoted to this increasingly important consumer group, RAB showcases a number of excellent resources for buyers and sellers seeking to communicate with this unique market.

You may also request information on the Hispanic market -- including special runs from our Mediamark Research, Inc. (MRI) national consumer database by calling RAB's Member Response Team at 1-800-232-3131.

Latest Hispanic Articles

Below, find the 10 latest Articles on Demand articles. See the search options below to search the complete Articles on Demand library.





View To win Hispanics, brands need customized strategies 07/30/14 Marketing Daily
View Hispanic millennials outspend non-Latinos in fashion 07/30/14 Hispanic Retail 360
View Toyota plans to keep its grasp as leading automaker among Hispanics 07/23/14 Dallas Business Journal
View Census Report Provides Latest Age, Diversity Information 07/02/14
View Messages Relating to Family, Cultural Identity Resonate with Hispanic Consumers 07/02/14
View Movie Business Recognizes the Importance of the Hispanic Audience 06/18/14
View Hispanics Represent a Key Opportunity for Healthcare Providers 06/04/14
View Survey Ranks America's Favorite Grocery Brands 06/03/14
View Small Businesses Expected to Increase Tech Expenditures 06/03/14
View Younger Generations, Hispanics Will Influence Country's Future Eating Habits 05/21/14
View Research Explores the Distinct Characteristics of Multicultural Consumers 05/21/14
View Automotive Brands Adapting to a More Diverse Market 05/21/14
View Hispanic, African American Radio Audiences Reach Historic Highs 05/07/14
View NAHB Study Reveals Key Differences in Home Preferences Based on Race or Ethnicity 04/23/14
View 7UP Goes After Millennials/Hispanics Via EDM Event Sponsorships 04/14/14
View Morning Daypart Fuels Growth in Hispanic Radio Listening 04/10/14
View Hottest Ad Categories in 2014 04/09/14
View Hispanic Consumers Favor Japanese Vehicle Brands 04/03/14
View Hispanics Like Shopping at 'Interesting' Stores 03/12/14
View Conference Highlights New Ideas, New Opportunities 03/07/14
View Minority dealers are adding import brands Automotive News
View Study: Latinas over 25 are most frequent moviegoers NBC News

Important Research Links

The links below are some that we have found useful over the years. There may be other resources that you are using that you would like to share with RAB and our members. If you have suggestions, please e-mail them to RAB's Member Response team with the subject line RECOMMENDED LINKS. Shared knowledge will improve this Hispanic Marketplace section for all users.

Nielsen Audio is an international media and marketing research firm serving Radio, cable, out-of-home and online Radio industries. Recent studies of primary interest for the African American market are:

Cinco de Mayo

  • Kaboose
    Cinco de Mayo celebrates the victory of the historical battle of 1862 between Mexico and France. This holiday is a symbol of Mexican pride and unity and includes great festivities. This website features history, spoecial recipes, games and more, celebrating this important holiday.

  • Wikipedia
    Learn all about Cinco de Mayo on Wikipedia.

  • Promotions
    Cinco de Mayo Fiesta KFAI 90.3 Minneapolis/ 106.7 St. Paul
    Features six blocks of live music and authentic food, Lowrider Car Show, Children's Area, Cinco Sports Zone, Community Wellness Village, Cinco de Mayo Fiesta Parade, People's Choice Salsa Tasting Contest, Photo Contest, History Area, and craft vendors.

    Cinco De Mayo Celebrations and Events in and Around Los Angeles
    Live acts, booths, food, vendors, and plenty of radio promotions. Admission is free.

    Cinco de Mayo at the coast KTCB 89.5 Tillamook Coast Community Radio  
    The Pacific City Cinco de Mayo Festival kicked off at the Kiawanda Community Center with a presentation on ancient Mexican civilizations.   Authentic Mexican feast at 2:00 pm, music and dancing 3-6pm.  Evening festivities continued with “Sambafeat.”

    Thousands Celebrate Cinco de Mayo with Radio Lobo KYQQ FM
    5th Annual Cinco de Mayo celebration at Sedgwick County ZooLive entertainment from Calibre Pesado, Paraiso De Durango and Andariego; authentic Mexican food; and family-friendly activities throughout the day.

    Cinco de Mayo Celebration at Texas Stadium KLNO (Univision)
    More than 150,000 people, the largest crowd in the event's history, came early and stayed late to celebrate their Hispanic heritage in style at the 30th annual Cinco de Mayo festival at Texas Stadium.  Entertainment from six stages including musical performances from national and international artists; carnival rides and food; exhibits; and family entertainment. This year in the Corral, a community stage featured many young children in traditional costume performing Ballet Folklorico and as mariachis.

    Cinco de Mayo Radio Lazer 102.9FM
    Featuring 20 Mexican music bands, carnival rides, games, and health information.  Bands include: Banda Pequenos Musical, Duelo and Liberacion.

    Univision Radio New Mexico, Inc. Announces 2006 Cinco de Mayo Celebration
    Numerous booths exhibiting authentic foods, arts and local businesses and organizations offering information, service and products.  The Rodeo and Jaripeo will start at 11:30 a.m. until 2:30 p.m.  There will also be non-stop live music starting at 1 p.m. with Los Sierreños de Sinaloa, Tino y su Banda Joven, Los Jerchiz, Desastre Musical and Grupo Zafiro. 

    Radio station owner plans Cinco de Mayo event Radio Caramba
    High-profile Mexican entertainers to perform at the event, including Alicia Villarreal and the bands Climax and Jaguares. The event also will include the Miss Kansas City Latina pageant. The event's sponsors include Superior Automotive Group, Bank of America, McDonald's Corp. and Time Warner Cable, MacDonald said.

    Radio Station Celebrates Cinco de Mayor WRAL 101.5
    Radio station held “cinco de Mayor” day on Cinco de Mayo.  Contestants paid money for a chance to dunk the Mayor in dunking booth.  All donations went to Duke Children’s Hospital.

Special Reports

Edison Media Research
Edison Media Research, a leader in opinion and marketing research for broadcasters, advertisers and marketers offers insights into Hispanic listeners' relationship to Country Music Radio and other topics at http://www.edisonresearch.com.

Hispanic Diarykeeper Language Report for Fall 2008
The Hispanic Diarykeeper Language Report, available only via Arbitron's Web site, provides information about the language orientation of the Hispanic in-tab sample in the quarterly Radio Market Reports (RMR) for Hispanic-controlled Metros. (Hispanic-controlled Metros have a Persons 12+ estimated population that is at least 10 percent Hispanic, or a Persons 12+ Hispanic population of at least 75,000.)

Pew Hispanic Center
Pew Hispanic Center was founded in 2001 as a nonpartisan research organization supported by The Pew Charitable Trusts. Its mission is to improve understanding of the U.S. Hispanic population and to chronicle Latinos' growing impact on the entire nation. Research covers demography, economics, education, identity, immigration, labor and politics, as well as the impact of remittances sent home by Latino immigrants.

Scarborough Research
Scarborough Research is a key source of consumer shopping insights, measuring local, regional and national shopping patterns, lifestyles and media habits. Many of their free studies contain valuable data on the Hispanic consumer's interaction with retailers and services.

Selig Center
Selig Center at the Terry College of Business, University of Georgia publishes annual updates on Minority Buying Power. Visit http://media.terry.uga.edu/documents/selig/buying_power_2008.pdf for the latest information.

The Media Audit
The Media Audit offers syndicated research studies for the marketing, communications and media industries. Local-market, qualitative-audience studies cover ethnic markets as part of general markets studies.

Yankelovich Research
Yankelovich Research has been a preeminent authority on consumer attitudes and marketing futures since 1958.