The top 500 U.S. advertisers (by spending in network TV, spot TV, cable TV, radio, magazines, newspaper and FSI) allocated an estimated 8.4% share of their spending to Hispanic dedicated efforts ($7.1 billion), up from 5.5% in 2010 ($4.3 billion), per a report from Association of Hispanic Advertising Agencies (AHAA) that analyzed data from Nielsen Monitor Plus.
Last year, Hispanics comprised 17.4% of the total population, per Census Bureau data, and as of Summer 2013, accounted for almost 11% of national discretionary spending, according to Experian Marketing Services data.
Meanwhile, although it’s not an exact comparison to the AHAA’s 8.4% figure, earlier data from Nielsen suggests that just 2.6% of major media ad spending is spent on African-American media.