Prioritizing the market
And despite a soft ad market to start the year, Marshall noted that the Hispanic audience is one marketers can’t afford to ignore.
“Fifty percent of the population growth in the U.S. since 2000 has come from U.S. Hispanics. And 58% of the growth over the next five years will come from this demographic,” Marshall said. “So the idea of having to base your allocations on if it’s a good market or bad market—if you want to continue to grow as a brand, you have to be talking to the U.S. Hispanic audience.”
Though last year was about “future-proofing” businesses, Ferrari told Adweek that the future is now here. And that makes Telemundo’s “Come With Us” theme even more powerful.
“Latinos are continuing to fuel the demographic and economic engine of our country,” Ferrari said. “And it’s making Hispanics the single most important growth opportunity for business in America.”
