Hispanic TV Upfronts - With an estimated $1.5 billion payoff, networks get with the integrated program.

“This years upfront rumble for Latino TV advertising dollars kicked off with a blitz of events May 14 to 16 in Manhattan, marking the beginning of a new era, judging from the number of advertisers responses. The increased number of media companies and their outreach efforts are a clear sign that the Latino market has staying power. Heres why:

With the expectation of another 10 percent rise in upfront spending, on target with the results of the past few years, the advertising community’s upfront commitment on Spanish-language TV should exceed $1.5 billion for the first time. A year ago, $1.4 billion in upfront buys was transacted, according to TNS Media Intelligence. That represents about one-third of the $4.3 billion in Spanish-language ad sales for 2006, compared to $3.8 billion in 2005.”

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