With More Spending Data Available, Companies See Value of Spanish-Tailored Ads

Pundits might argue that ignoring the estimated trillion dollars annually pumped into the U.S. economy by Hispanics would be the kiss of death for any rational thinking business.

Call it poor business judgment on the part of an industry destined to go the way of the buggy whip, yet several of the nation’s largest companies still waver on marketing to the country’s Spanish-speaking population of some 44 million as of 2006, according to the U.S. Census Bureau.

“Financial services like banks and insurance companies haven’t quite caught on,” said San Diego-based Sun Marketing President Mary Beth McCabe, who began her marketing career in 1979 at Spanish-language TV network Univision Communications’ affiliate station in Chicago. “They’ve been slower to adopt Hispanic marketing.””*

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