With audio getting renewed attention from marketers, this might be the time that Hispanic audio finally gets its due. In two decades of covering media, I’ve attended countless events touting U.S. Hispanics’ abundant appetite for media and strong buying power. Agency and brand executives nod their heads enthusiastically and say they’re committed to spending more. Yet, Hispanic media executives say that infusion has been slow to materialize -- or certainly not to the extent they’ve hoped. Another ongoing complaint is that some brands still try to shoehorn English-language creative into ads for Spanish-speaking consumers, creating a cultural disconnect. For brands that are upping investment in radio and podcasting, now is the time to put that money in Hispanic audio.
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