Hispanic Media Spending Down 6.6% in 2015; Up 7.9% in 2016

Marketers invested $5.7 billion in Hispanic media in 2015, down 6.6% from 2014 according to the new Jack Myers TomorrowToday Hispanic Media 2016 Data and Long-Term Forecastreleased today. The full 2015-2020 data and forecast for seven Hispanic media categories are available for download here. Last week's report on Hispanic media advertising spending by Simon Applebaum reflected on several marketers that fail to invest in utilizing this important category, although World Cup and political spending are significant economic influences. Simon's three-part series on Hispanic advertising is available here. The MyersBizNet Hispanic media report projects marketers will increase spending 7.9% in 2016, with average annual growth of 1.3% through 2020.

Hispanic media growth is being led by out-of-home advertising, with average annual growth of 15%. Declines in the category are led by magazines, with average annual declines of 6.0%. Hispanic media digital growth, including search, is projected to increase only 2.2%. Hispanic network TV advertising is slated to increase an average 1.8% annually. Standard Media Index and selected other resources are primary contributors to MyersBizNet media spending analyses. For our detailed Hispanic media report in PDF format, linkhere.