Double-digit gains in Hispanic advertising expenditures were made in all media, but television continues to garner the majority of all ad dollars. Television ad spending accounted for more than 64 percent of all expenditures in 2004. Nearly all media examined are predicted to exhibit double digit growth through at least 2007.

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The explosive increase in the U.S. Hispanic population coupled with its increasing purchasing power has advertisers jockeying for a larger market share of this largely untapped market. Overall advertising spending increased by more than 45 percent since 2000 while spending in the top 10 DMAs experienced an increase of only 26 percent, suggesting that advertisers are targeting smaller markets such as Atlanta and Denver in an attempt to increase their advertising reach. HispanTelligence estimates that Hispanic market advertising expenditures will increase to about $3.65 billion by 2007.

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