From 2000-2004, dollars spent by the top-50 advertisers to reach the U.S. Hispanic market grew from $658.37 million to $1.23 billion, according to a new HispanTelligence research report.

otal monies spent by the top-50 advertisers to reach the U.S. Hispanic market have grown more impressively than the overall market itself despite slowing in growth in recent years. From 2000-2004, dollars spent by the top-50 advertisers grew from $658.37 million to $1.23 billion, an 87 percent increase. The dramatic increase in advertising expenses serves as an indirect indicator of advertising investment satisfaction by existing advertisers. Large companies like Procter & Gamble, General Motors, McDonald’s, and Coca-Cola have continually increased the amount of money they are spending to reach this coveted market. Companies that have just entered the market are finding themselves far behind those that have been involved all along, but are spending large amounts to make up lost ground. Most notably, Lexicon Marketing, developer and marketer of Inglés sin Barreras, a video-based English learning program, has increased its advertising investment from $12.56 to $75.00 million in little over a year, and is now challenging the venerable Procter & Gamble for the top position.

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