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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.
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ETHNICITY SHIFTS IN YOUNGEST CLASSES |
08/27/10 |
USA TODAY |
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PANEL DISCUSSES LATINA HABITS, LOYALTY |
08/25/10 |
DRUG STORE NEWS |
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NEW 7-ELEVEN PILOT PROGRAM TARGETS BLUE-COLLAR HISPANICS |
08/23/10 |
CONVENIENCE STORE NEWS |
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THE DEMOGRAPHICS OF CONSUMER SPENDING: CULTURAL INFLUENCES |
08/20/10 |
RESEARCH ALERT |
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'AMERICAN DREAM' IS UNATTAINABLE, BUT CULTURAL DIVERSITY IS DELIGHTFUL |
08/20/10 |
RESEARCH ALERT |
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FAST FACT: SAVING & SPENDING |
08/20/10 |
RESEARCH ALERT |
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RACIAL/ETHNIC DIFFERENCES AFFECT HOW AMERICANS SPENT THEIR TIME IN 2009 |
08/20/10 |
RESEARCH ALERT |
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HOW TO BUILD A SUCCESSUFL MOBILE CAMPAIGN |
08/19/10 |
ENGAGE. HISPANICS |
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WE NEED TO DROP 'POST-RACIAL' FROM OUR VOCABULARY |
08/18/10 |
ADVERTISING AGE |
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PLANS PROMOTE ACCOUNTS FOR 'UNBANKED' |
08/18/10 |
THE WALL STREET JOURNAL |
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.
Arbitron Inc. 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:
Hispanic Radio Today 2008 Edition
Spanish-Language Radio in a PPM World
A History of Spanish Language Radio in the United States
Prepared for Arbitron by The Center for Spanish Language Media, University of North Texas, Dallas, TX – 10/14/09
The New Latino Urban Format 2006
Puerto Rico Radio Today 2009 Edition:
Spanish
Cinco de Mayo
| Articles on Demand |
| Explore current articles covering all aspects of 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 Party at the Diamondbacks Game KOOL 94.5 FM
Maria Knight and a few lucky KOOL listeners spent Cinco De Mayo in style at the Gila River Casino Suite to watch the Diamondbacks take on the New York Mets. The Jose Cuervo Girls even showed up and passed out goodies for our KOOL attendees. |
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. |
Cinco de Mayo with KSVY/ KSVY 91.3 Sonoma
The Cinco de Mayo Fiesta hosted by La Luz Center and sponsored by Frank Howard Allen Realtors, and KSVY 91.3 and El Sol de Sonoma. Organizers anticipate an attendance of about 1,200 people. KSVY 91.3 broadcast the Cinco de Mayo Fiesta live from the Plaza. Brianda Prudente, a third grader at Flowery Elementary School, created the winning painting that is the centerpiece of the poster for the Cinco de Mayo Fiesta. Brianda will receive a framed copy of the poster, designed by Lynn Ross Graphic Design, as well as a gift certificate to Readers’ Books. |
Reporting Live From Chicago: Nancy Minasola WLS-AM / WLEY-FM
Our own Jacques Bezuidenhout mixed Partida Margaritas and was interviewed in-studio about the Partida Margarita, cocktails and tequila. A chef from Delacosta's, a new Chicago hotspot, served food while Delacosta's hosted a Partida Margarita party. Throughout the week leading up to the radio interview, listeners to WLS-AM Radio were able to call in to win tickets for Partida Margaritas at Delacosta's. We were the exclusive tequila at the four-day La Ley Cinco de Mayo festival (sold over 1,000 margaritas!) and had great brand exposure to a total audience of over 50,000. In addition, we leveraged the promotion to gain distribution with local retail stores and we conducted in-store tastings at 11 new locations. |
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. |
27th Annual Cinco de Mayo Celebration KLTN 102.9-FM, KOVE-106.5FM, KQBU-93.3FM, KLAT-1010AM and KRTX-980AM
Numerous booths exhibiting arts, crafts, authentic foods, fun and games, non-stop live music, helpful information, and many special treats and surprises for the entire family. |
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
| 2007 Edison/Arbitron Internet and Multimedia: Attitudes and Trends in Radio among Hispanics |
| This report by Edison Media Research and Arbitron (presented at Radio Ink's Hispanic Radio Conference/May 2007) offers a fresh look at Hispanics and their perceptions of media and radio, and usage of digital platforms, including online radio and iPods. |
| 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. |
Other Key Links for Hispanic Market Insight
| Association of Hispanic Advertising Agencies |
| Association of Hispanic Advertising Agencies - AHAA aims "to grow, strengthen and protect the Hispanic marketing and advertising industry by providing leadership in raising awareness of the value of the Hispanic market opportunities and enhancing the professionalism of the industry." |
| Center for Hispanic Marketing Communications |
| Center for Hispanic Marketing Communications provides news, research and resources for students and professionals with an interest in understanding the U.S. Hispanic marketplace (and other ethnic markets, as well). |
| Cheskin |
| Cheskin is a research consultancy that guides innovation through the understanding of peoples, cultures and change. |
| Ethnic Majority |
| Ethnic Majority is dedicated to empowering African, Hispanic, and Asian-Americans to advance themselves in society and improve their quality of life by focusing on challenges in business, politics, civil rights, media/entertainment, the workplace, consumer markets, housing, health care and education. |
| Hispanic Ad.com |
| Hispanic Ad.com is a resource tool for Hispanic advertising and media professionals, containing information and tips on reaching this important market. |
| Hispanic Business |
| Hispanic Business is aimed at affluent Hispanics in professions. Contents focus on U.S. consumer Hispanic trends and updates, with emphasis on new technology, finance, and agencies promoting Hispanic culture and products. |
| Hispanic Market Weekly |
| Hispanic Market Weekly is the leading authority on news and events moving the Hispanic market. No other information source has Hispanic Market Weekly's unparalleled expertise and the power of the internet to bring its readers in-depth coverage of the people, companies and trends that influence the U.S. Latino market. |
| Hispanic Marketing and Communications Association |
| Hispanic Marketing and Communications Association is a volunteer, non-profit association dedicated to the promotion of Hispanic marketing excellence. |
| Hispanic Online |
| Hispanic Online offers news and trends for the Hispanic community, with emphasis on business, entrepreneurship and technology. |
| HispanSource.org |
| HispanSource.org is a one-stop source for credible, objective and relevant information on the rapidly growing U.S. Hispanic segment. |
| Latin American Network Information Center (LANIC) |
| The mission of LANIC is to provide Latin American users with access to academic databases and information services throughout the Internet, and to provide Latin Americanists around the world with access to information on and from Latin America. |
| Latino Issues Forum |
| Latino Issues Forum is a non-profit public policy and advocacy instituted dedicated to advancing new and innovative public policy solutions for a better, more equitable and prosperous society. LIF also serves as a clearinghouse for the news media with information and sources in the Latino community for fair and accurate coverage of issues. |
| Latino USA |
| Latino USA links to National Public Radio's popular Radio Journal of News & Culture for the U.S. Latino population and covers lifestyle, business and political issues of the day. |
| League of United Latin American Citizens (LULAC) |
| With approximately 115,000 members throughout the United States and Puerto Rico, LULAC is the largest and oldest Hispanic Organization in the United States. LULAC advances the economic condition, educational attainment, political influence, health and civil rights of Hispanic Americans through community-based programs operating at more than 700 LULAC councils nationwide. The organization involves and serves all Hispanic nationality groups. |
| Magazine Publishers Association |
| Magazine Publishers Association (MPA) - The trade association for magazines provides in-depth demographics, lifestyles and consumer buying habits of the Hispanic marketplace. |
| Marketing to the Emerging Majorities |
| Marketing to the Emerging Majorities is a monthly digest of news, research and case studies on marketing to Black, Hispanic and Asian Americans. |
| Marketing y Medios |
| Marketing y Medios focuses on how accounts and agencies, markets and media target and deliver the Hispanic consumer base. |
| Lewis Mumford Center for Comparative Urban and Regional Research |
| Lewis Mumford Center for Comparative Urban and Regional Research at the University of Albany (NY) carries out urban studies ranging from local planning initiatives to national endeavors examining change over time. Main focus is on ethnic and immigrant populations. |
| Multicultural Marketing Resources, Inc. |
| Multicultural Marketing Resources, Inc. provides a resource for marketing executives who want to market to multicultural markets or announce diversity news and for journalists seeking diverse sources and experts in marketing to America's ethnic and minority markets. |
| National Society for Hispanic Professionals |
| National Society for Hispanic Professionals is geared to empowering Hispanic professionals through networking and leadership opportunities and to providing critical information on education, careers and entrepreneurship. |
| Phoenix Marketing International |
| Phoenix Marketing International is a private company founded in 1999 to integrate industry expertise, research, marketing, modeling and multicultural knowledge to assist clients in garnering maximum return on investment from their expenditures. |
| Quirk's Marketing Research Review |
| Quirk's Marketing Research Review has been providing practical applications in marketing research for over 20 years. Topics include case histories, research techniques and trends and data use, as well as features on ethnic marketing. |
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U.S. Census Bureau (current as of July 1, 2005)
ALL RACES (in millions)
Population: 296, 410
Median age: 36.2
Male: 145,999
Female: 150,411
HISPANIC (in millions)
Population: 42,687
Percentage of total population: 14.4%
Median age: 27.2
Male: 22,065 (52%)
Female: 20, 622 (48%)
Census2000: Hispanic Population
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