Why Hispanic Out of Home Advertising?
It makes sense to target Hispanics with out of home advertising for 4 reasons: Hispanics are a large demographic group; Hispanics are growing; Hispanics are young; and Hispanics are more likely to notice out of home ads.
- A large demographic group. Hispanics are the largest minority group in the US. One in six US residents is Hispanic. Hispanics accounted for 57 million (17%) of the 323 million people in the United States.
- A growing population. Hispanics have accounted for half the population growth in the united states since 2010.
- A young population. Hispanics skew young. The median age of Hispanics in the United States is 29 versus a median age of 40 for the non-Hispanic population in the US. By advertising to Hispanics businesses can reach a large segment of the population whose brand preferences are still being formed.
- A group that notices out of home. Hispanics are more likely to view out of home advertising than non-Hispanics due to a younger age and more reliance on public transit. This chart shows that Hispanics are 5-88% more likely to view out of home adverting than the average US Traveler.
Where Should You Invest in Hispanic Out of Home Advertising?
It makes sense to target Hispanics with out of home advertising in areas with significant Hispanic populations. More than half of the Hispanic population is in three states: California, Texas and Florida. Here’s a list of the 30 US DMA’s with the largest Hispanic population:
| DMA | State | 2014 Hispanics |
|---|---|---|
| Los Angeles Long Beach Anaheim | California | 6.0 million |
| New York Newark Jersey City | New York/New Jersey | 4.8 million |
| Miami Fort Lauderdale | Florida | 2.5 million |
| Houston | Texas | 2.3 million |
| Riverside San Bernardino | California | 2.2 million |
| Chicago Naperville | Illinois | 2.0 million |
| Dallas Fort Worth | Texas | 1.9 million |
| Phoenix Mesa Scottsdale | Arizona | 1.3 million |
| San Antonio New Braunfels | Texas | 1.3 million |
| San Diego Carlsbad | California | 1.1 million |
| San Francisco Oakland | California | 1.0 million |
| Washington Arlington Alexandria | DC, Virginia, Maryland | 0.9 million |
| McAllen Edinburg | Texas | 0.8 million |
| El Paso | Texas | 0.7 million |
| Orlando Kissimmee Stanford | Florida | 0.6 million |
| Denver Aurora Lakewood | Colorado | 0.6 million |
| Austin Round Rock | Texas | 0.6 million |
| Las Vegas Henderson | Nevada | 0.6 million |
| Atlanta Sandy Springs | Georgia | 0.6 million |
| Philadelphia Camden | Pennsylvania, New Jersey | 0.6 million |
| Tampa St Petersburg | Florida | 0.5 million |
| Fresno | California | 0.5 million |
| San Jose Sunnyvale | California | 0.5 million |
| Boston Cambridge Newton | Massachusetts | 0.5 million |
| Sacramento | California | 0.5 million |
| Bakersfield | California | 0.4 million |
| Albuquerque | New Mexico | 0.4 million |
| Brownsville Harlingen | Texas | 0.4 million |
| Tucson | Arizona | 0.4 million |
| Seattle Tacoma Bellevue | Washington | 0.4 million |
Source: 2014 US census.
Spanish or English?
Spanish language advertising is important because only 41% of Hispanics report that they speak English “very well”. Look at this Pew Research chart.
The research shows that advertising in Spanish promotes respect and retention. 52% of Spanish-dominant Hispanics say hearing an ad in Spanish makes them think a company respects them and wants their business. 53% of Spanish-dominant Hispanics remember an ad better if it is in Spanish.
Source: OAAA, Marketing to Hispanic Consumers