Marketing
Beyond the CPM: Rebuilding Value in U.S. Hispanic Advertising
The U.S. Hispanic advertising and media industry is confronting an important moment of transformation. The issue is not a lack of audience growth, cultural influence, purchasing power, or advertiser opportunity. Those fundamentals remain strong. The challenge is that the systems used to plan, buy, measure, and value Hispanic media have not evolved in ways that fully recognize what Hispanic-focused media can deliver. By Gene Bryan - HispanicAd
Data Beyond Demographics: U.S. Latinas’ Economic Power, Influence, and Growth. [REPORT]
Data Beyond Demographics: U.S. Latinas’ Economic Power, Influence, and Growth, this report moves past surface-level demographics to document who U.S. Latinas actually are as wealth builders, business owners, financial decision-makers, and brand influencers; and where institutions are failing to keep pace with a cohort already reshaping American consumption, work, and influence.
AI in Healthcare Report 2026. [REPORT]
A national study of 1,548 U.S. adults -- including oversamples of Hispanic, Black, and Asian consumers -- finds that AI chatbots have moved from novelty to a mainstream health information source, but trust and adoption vary sharply by race/ethnicity and gender.
The Commoditization of Hispanic Advertising Is Hurting Hispanic Media—and the Market It Was Built to Serve
The consolidation of advertising planning and media buying inside multinational agency conglomerates—combined with the industry’s increasing dependence on procurement, programmatic buying, and standardized audience metrics—has contributed to the commoditization of Hispanic advertising. By Gene Bryan - HispanicAd
Garcia Research Launches the Marketing Access Scorecard (MAS)
Garcia Research announced the launch of the Marketing Access Scorecard (MAS), a comprehensive new service that evaluates how effectively brands communicate with US Hispanic consumers across their entire online presence.
A Latin Beat Is Not a Strategy
Why Music and Culture Must Enter the Brief Before the Edit. By J. Carlos Maya
How the Federal Crackdown on DEI Has Made Hispanic Marketing Collateral Damage
The federal government’s March 26, 2026 executive order, “Addressing DEI Discrimination by Federal Contractors,” does not explicitly prohibit companies from marketing to Hispanic consumers. Nevertheless, it has had a substantial—and potentially damaging—effect on Hispanic advertising, media investment and agency relationships. By Gene Bryan - HispanicAd
The U.S. Latina Economy: Unlocking New Reach for Your Brand Across Households, Communities, and Generations
It’s no secret that every marketer is looking for growth. And one of the greatest growth opportunities is hiding in plain sight: U.S. Latinas. By Juliana Gomez, SVP, Client Strategy, TelevisaUnivision
2026 Hispanic Market Overview Report – DOWNLOAD for FREE
HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2026 Hispanic Market Overview - A Call For Unity, Clarity and Undaunted Pride
2026 FIFA World Cup – Ad Performance Snapshot [REPORT]
The 2026 FIFA World Cup delivered massive results at scale, serving more than 25 billion total TV ad impressions across FOX, FS1, Telemundo, and Universo. This performance was driven by close matches, the growing popularity of the U.S. Men's National Team, and a final match featuring Spain versus defending champion Argentina.
Wapa Media Strengthens Its Leadership with New Appointments
Jorge Hidalgo, CEO of the WAPA Media conglomerate, announced organizational changes today that reflect the company’s commitment to talent development, professional growth and stronger internal leadership.
The 2026 World Cup: A Defining Opportunity to Re-Establish the Importance of the U.S. Hispanic Market
The 2026 FIFA World Cup should be remembered as much more than the largest soccer tournament ever staged. For the U.S. Hispanic advertising, marketing and media industry, it represents a defining opportunity to re-establish the importance of Hispanic consumers to the economic, cultural and commercial future of the United States. The tournament brought together 48 national teams for 104 matches across 16 cities in the United States, Mexico and Canada. Eleven of those host cities were in the United States, placing the world’s most popular sporting event directly inside many of the country’s largest and most influential Hispanic markets. By Gene Bryan / HispanicAd
Understanding the Modern Multicultural Sports Fan—and How to Reach Them Effectively
Every four years, the world seems to move to the rhythm of a single major sporting event: the FIFA World Cup. And while the games themselves capture a massive share of attention, the truth is that the main event is only one small piece of the action. In reality, before a ball is even kicked, the tournament has already begun—not through competition, but through culture. By Nicole Buchanan - Cultural Strategist & Sales Leader
Forget the noise. Follow the market
Right now, while brands are distracted -- retreating into caution, waiting for the political climate to clarify, hedging strategies that should be straightforward -- the U.S. Hispanic market is doing what it has done for two decades without interruption: growing. The purchasing power is at $4.1 trillion. The demographic momentum is structural, not cyclical. The cultural connection is durable. And the competitive space, for the brands willing to step into it with genuine commitment, has rarely been more open. By Hispanic Marketing Council
A Call to Action for the U.S. Hispanic Advertising, Marketing & Media Industry
The planning decisions being made over the next several months will influence billions of advertising dollars in 2027. If the Hispanic industry does not proactively redefine its value proposition today, others will define it for us. This is not the time to wait for invitations. This is the time to demand strategic inclusion—not because it is politically correct, but because it is smart business backed by measurable results.
Nielsen’s Exit from Puerto Rico Media Measurement Could Create an Industry Crisis
The loss of an independent ratings currency threatens advertising investment, media revenue and the future competitiveness of Puerto Rico’s entire media industry
Northgate González Market Northgate World Cup “FAMILIA FUTBOL” campaign united California through food & culture
After months of celebrating the passion, pride, and traditions that unite Latino families through soccer, Northgate González Market concluded its Familia Futbol World Cup campaign with City of Champions, where the traditional Mexican carne asada was reimagined as a cultural gathering that brought together authentic food, artists, entrepreneurs, creators, soccer fans, and Mexican legend El Hijo del Santo.
The 2026 LDC U.S. Latino Economic Impact Report – Part One. [REPORT]
The 2026 LDC U.S. Latino Economic Impact Report: Part One, produced with research partner the W. P. Carey School of Business at Arizona State University and grounded in data from the U.S. Department of Commerce, Census Bureau, and Bureau of Labor Statistics, shows that in 2024, the U.S. Latino economy reached $4.4 trillion. If measured as its own country, it would be the fourth-largest economy in the world. Between 2019 and 2024, it grew at an annualized 5.4%; more than double the 2.4% U.S. rate, and faster than any major economy on earth, including China. Even though Latinos make up about one-fifth of the U.S. population, they drove 28.2% of all U.S. economic growth in 2024, showing that their impact is far bigger than their population share alone.
Inside Telemundo’s World Cup Coverage
As we head into one of the biggest FIFA World Cup Finals in history, I wanted to share a behind-the-scenes look at what it takes to bring every ¡Goooool!, every unforgettable moment and every emotion of the tournament to millions of fans.
Why Media Companies—Especially U.S. Hispanic Media—Are Missing Revenue Expectations in 2026
After speaking with executives across the advertising, marketing, media, and broadcasting industries—and based on my own experience leading revenue organizations through periods of growth, recession, consolidation, and industry disruption—one message has become increasingly consistent: 2026 has not met the revenue expectations that many media companies established at the beginning of the year. By Gene Bryan / HispanicAd
