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Focus on Hispanic Market May Pay Off – Insurance & Investment Journal

November 18, 2015.- The Insurance & Investment Journal by Mathieu Carbasse. According to the AHAA study, financial services companies and insurers that target the Hispanic market with their publicity campaigns see a higher rate of growth in their sales revenues. "This information is convincing, the data reveals that the Hispanic market can be a decisive factor in business success" said Carlos Santiago, president of the AHHA research committee and CEO of Santiago Solutions Group. "Insurance companies and financial services want to win not only some market share among their competitors, they also want to provide growth and stability for their investors, which is why investing in Hispanic marketing is a clear strategy to reach both objectives". ... Read More

Hispanic ad spend boasts higher ROI than English-language placements: AHAA – Luxury Daily

November 17, 2015.- Luxury Daily by Forrest Cardamenis. Spanish-language advertisements contribute more to the growth of the automotive sector than English-language ads, according to a new report by the Association of Hispanic Advertising Agencies. To achieve a nine-percentage-point growth in total market annual revenue, only five points of ad spend need to be reallocated from English to Hispanic media. The results suggest that the Hispanic market may be underserved and is a good target for automakers looking to grow. ... Read More

Boosting Hispanic Advertising Leads To Sales Spurt For CPG, Retail Brands – MediaPost

July 28, 2015. MediaPost Agency Daily by Steve McClellan.- Consumer packaged goods and retail marketers are seeing a direct correlation between revenue growth and Hispanic media investment, according to a new report from AHAA: The Voice of Hispanic Marketing. CPG and retail companies among the top 500 U.S. advertisers increased their Hispanic media spend by 67% percent during 2010 to 2014 versus the prior four-year period. Hispanic spending overall was up 20% during the same period. ... Read More

Hispanic Buying Power 2015: What Donald Trump Mexican Controversy Tells Us About Latino Consumers – IBT

July 2, 2015. International Business Times by Sarah Berger.- In the wake of Trump’s derogatory comments about Mexican immigrants, Macy’s cut ties Wednesday with the business titan and 2016 presidential contender. The department store said they would no longer carry Trump’s menswear collection, which featured shirts, ties and watches. Macy’s is not alone: NBCUniversal, Univision, mattress maker Serta and other companies have also cut ties with Trump in recent days after he called Mexicans crossing the U.S. border drug dealers and “rapists.” ... Read More

SSG Comments On Univision Cutting Ties With Trump – NPR

June 25, 2015. NPR by Greg Allen.- Following comments Donald Trump made about Mexican immigrants during his presidential announcement last week, Univision, the nation's largest Spanish-language TV network, has announced it is cutting ties with Trump and dropping plans to broadcast the Miss Universe Pageant. ... Read More

Hispanic Targeted Ad Spend Increased by 63% since 2010

April 29, 2015 Fairfax, VA. PRNewswire-USNewswire.- The top 500 U.S. marketers are allocating about 8.4 percent of their overall ad spend to Hispanic dedicated efforts, this is up from 5.5 percent in 2010, according to a new report from AHAA: the voice of Hispanic marketing. Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent or $2.7 billion from $4.3 billion in 2010 to $7.1 billion. The top 500 advertisers boosted their average spending from $9 million in Hispanic targeted media in 2010 to $14 million now. ... Read More

Hispanic Ad Spend Soars – Inside Radio

April 29, 2015. Inside Radio.- The biggest marketers are allocating more dollars to reach U.S. Hispanics. A new analysis shows over the past five years they’ve increased their Latino-targeted media spending by 63% as total spending has grown from $4.3 billion in 2010 to $7.1 billion. ... Read More

‘Upscale Latinos’ Contribute 40 Percent of Hispanics’ Trillion Dollar Spending Power, Says Report – Latin Post

April 30, 2014. LATIN POST by Michael Oleaga. AHAA & Nielsen identified "Upscale Latinos" as the most influential segment in the United States. They revealed its second study titled "Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers," which found 40 percent of the "Upscale Latinos" contribute to the $1.5 trillion spending power by Hispanics. ... Read More

GfK Adds Health-Related Attitudinal Targeting

October 15, 2014. RESEARCH by Bronwen Morgan. US — GfK MRI and Santiago Solutions Group are partnering to allow consumers to be targeted based on ‘wellness-related attitudes and behaviors’. SSG Wellness Spectrum has used a number of factors to assign a “wellness score” to 150,000 consumers in the GfK MRI database. The theory is that these factors will allow marketers to understand their customers’ levels of “wellness receptivity” in order to adapt growth strategies. ... Read More

AHAA Leads Industry to Improve Hispanic ROI – PR Newswire

November 20, 2014. Fairfax, VA. PR Newswire.- An industry-wide initiative, led by the trade group AHAA: The Voice of Hispanic Marketing, seeks to get more granular into advertisers ROI measures of the Hispanic market. A new study, Refining Hispanic ROI, released today by AHAA finds that the rapid shifts in the Hispanic market coupled with the emergence of the Total Market Approach, demand that sales data and television measurement methods evolve or new models emerge to give marketers an accurate read on their Hispanic ROI. ... Read More

Spanish Dominant* Hispanics Financial Optimism Soars in 2018

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Now nearly 6 in 10 Spanish Dominant Hispanics have an optimistic view about their finances over the next 12 months, […]

Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a […]

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los […]

2018 Multicultural Economy Outlook

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U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been […]