Advertising Age published its 2015 Hispanic Fact Pack; however, the “facts” are debatable.
Hispanic Fact Pack Fact: Marketers continue to boost spending in the U.S. Hispanic media market, with 2014 advertising outlays growing by 12.0%, far ahead of the estimated 4.9% growth for overall U.S. major-media ad spending. Reality Check Fact: Increasing crumbs by 12.0% still results in crumbs, and non-White efforts remain underfunded, underrepresented and underappreciated.
Hispanic Fact Pack Fact: Rivalries are heating up. In two of the biggest recent account moves, Sprint is moving to Omnicom Group-controlled Alma after a Hispanic pitch and AT&T, the No. 2 spender, is now at Omnicom’s Dieste after leaving its previous agency, WPP’s Bravo Group. Reality Check Fact: The true rivalries are happening between White holding companies, and the Latino shops are treated like puppets, peons and piñatas.
Hispanic Fact Pack Fact: In the 50 largest U.S. Hispanic agencies’ ranking, Lopez Negrete Communications’ 26.3% revenue growth to $42.3 million moved the independent agency into the top slot from No. 2 after a steady climb over the past decade from No. 7 in the 2005 Hispanic Fact Pack. Reality Check Fact: The top Latino shop records revenue at $42.3 million, while the top White advertising agency—BBDO—records revenue at $552 million. ‘Nuff said.
Hispanic Fact Pack Fact: One venerable Hispanic agency, Publicis-owned Bromley Communications, closed in August 2015 after 34 years. Reality Check Fact: Bromley Communications was the top Latino shop only 10 years ago.
Hispanic Fact Pack Fact: Hispanics continue to account for nearly half of the U.S. population growth since the 2010 Census, and now account for 17.4% of the population, or 55.4 million people. Reality Check Fact: Latinos account for roughly 9.25% of the U.S. advertising industry population. But even that figure is questionable, as White holding companies refuse to disclose EEO-1 data to compare against the U.S. Census data—plus, any EEO-1 data would probably be inflated by hires from Brazil, Spain and custodial services.