Introduction by Deputy Managing Editor Joel Russell. Media Markets Report research by Chief Economist Juan Solana, Business Economist Andrea Lehman, Research Supervisor Michael Caplinger, and Senior Re-search Assistant Cynthia Marquez.
Purchasing Power on Track to $1 Trillion
Hispanic purchasing power rose at the fastest rate this decade, according to estimates by HispanTelligenceŽ, the research unit of Hispanic Business Inc. The 9.71 percent annual growth rate is more than double last year's 4.68 percent growth (see table). Total Hispanic dollars tally $767.75 billion, or more than three-quarters of a trillion dollars. HispanTelligence first forecasted in 2003 that Hispanic purchasing power would reach $1 trillion by 2010.
Hispanic Dollars
Year
Purchasing Power
Annual Growth
2005
$767.75 billion
9.71%
2004
$699.78 billion
4.68%
2003
$668.51 billion
6.70%
2002
$626.56 billion
7.18%
2001
$584.61 billion
3.6%
Source: HispanTelligenceŽ estimates.
Hispanic Market Advertising Expenditures by Medium: 2005
Medium
Gross Expenditures ($Millions)
Network/National TV
$1,512.00
Local TV
$638.93
National Radio
$200.79
Local Radio
$492.16
National Newspapers
$113.54
Local Newspapers
$170.79
Internet
$100.00
Magazines
$92.76
Out-of-Home
$80.13
TOTAL
$3,401.10
Source: HispanTelligenceŽ
Hispanic Market as a Percentage of U.S. Market: 2000-05
