Markets we serve

One country.
Two very different markets.

The US general market and the US Hispanic market do not cost the same to reach, do not buy the same categories, and do not respond to the same show. Here is the sourced version of that difference — then pick the one you want to run, or run both.

68M US Hispanic population in 2024 — 20% of the country. PEW RESEARCH
56% Share of all US population growth from 2000–2024 that was Latino. PEW RESEARCH
$2.7T Annual US Latino consumption. Total Latino GDP is $4.1T — 5th largest economy on earth. UCLA / LDC
4% Share of total US ad spend directed at that 20% of the population. RADIO INK

Side by side market comparison

Group of friends with arms around each other watching a sunset
01 · The people

Who you are actually talking to.

One market is large and standing still. The other is a fifth of the country and compounding.

General market US Hispanic
Audience size ~272M non-Hispanic US residents. The default plan for nearly every brand.Pew, 2024 68M — one in five Americans. Projected to reach 111M (28%) by 2060.Pew · NIQ
Growth Flat to slow. Population growth outside the Latino segment is close to replacement.Pew, 2024 56% of all US population growth since 2000. Latino GDP grew 2×+ faster than the rest of the nation, 2015–2023.Pew · UCLA/LDC
Median age Older. The general market skews toward buyers whose habits are already set.Pew, 2024 31.2 years. Gen Z and Millennials alone are 65% of all Hispanic spending.Pew · NIQ
Shopper in sunglasses holding several shopping bags
02 · The money

What they actually spend.

Per household the buy rate is nearly identical. Where that money is heading is not.

General market US Hispanic
Spending Annual buy rate $16,489 per household. Household size 2.5.NIQ, 2025 Annual buy rate $16,819. Household size 3.09. 15% of all US consumer spending from 14.7% of households, and 23% of category dollar growth.NIQ, 2025
Where the dollars
are going		 Mature online mix. Growth comes from taking share, not from new buyers entering the channel.EMARKETER, 2026 30% of Hispanic dollars spent online in 2025, up from 26% the year before. Under-35s skew ~1.5× more online than the US total.NIQ, 2025
Categories that
move fastest		 Broad. No single category indexes far above the mean — you compete on offer and creative, everywhere.NIQ, 2025 Hair care 138 · bottled water 132 · laundry care 126 · eggs 122 · fresh fruit 115 (index vs total US). Beauty buyers outspend non-Hispanic by $39/yr across fragrance, cosmetics and hair.NIQ, 2025
Times Square billboards above a crowded street
03 · The cost of attention

What it costs to be seen.

96% of US ad dollars chase 80% of the people. That gap is the entire arbitrage — and it closes as brands arrive.

General market US Hispanic
Ad spend competing
for the same eyeballs		 ~96% of US ad dollars. Auction pressure is maximal — every category leader is bidding.Radio Ink, 2024 ~4% of US ad dollars for 20% of the population. Under 1% of US online-retailer digital spend went to Spanish-language sites in Q1 2025.Nielsen, 2025
Cost to reach Meta CPMs commonly quoted at $7–15; TikTok $9–13 for ecommerce. Benchmark ranges, not guarantees.Vendor benchmarks, 2025–26 Agencies report Spanish-language CPMs running 15–25% below English equivalents in US markets, on thinner competition. Agency-reported, not audited.Agency estimate
Camera on a tripod filming in a studio
04 · The show you run

What changes on camera.

Same platforms, higher intensity — and language is a casting decision, not a translation job.

General market US Hispanic
Platform behaviour TikTok 37% of US adults · Instagram 50% · YouTube 84%. Streaming is 46% of TV time.Pew · Nielsen, 2025 TikTok 57% of Hispanic adults · Instagram 62% · YouTube 88%. Streaming is 55.8% of TV time. 115% more likely to use CapCut.Pew · Nielsen, 2025
Language One language, one creative set, one host pool. Operationally the simplest thing you can run.— 68% speak Spanish at home; 71% are English-proficient. Both at once — so language is a casting decision, not a translation job.Pew, 2024
Response to
in-language work		 Baseline. Nothing to earn — it's the language they were already expecting.— Two-thirds of Spanish-dominant speakers say they're more loyal to brands that advertise in Spanish; three in four English-dominant Hispanics read Spanish ads as respect for their culture.Nielsen, via Portada
Snowy forest path splitting in two directions
05 · The trade-offs

What you give up either way.

One pays in media, the other pays in production. Neither is free.

General market US Hispanic
Where the
budget goes		 Pay in media. Higher CPMs, no incremental production overhead, no new operating muscle to build. Budget goes almost entirely into the auction. Pay in production. Lower CPMs, but you fund casting, in-language creative and Spanish moderation. Budget splits between auction and operation.
The case for Scale and certainty. Largest addressable audience. Existing creative, existing hosts, existing support all work unchanged. Benchmarks are well-established, so forecasting is credible and internal approval is easy. Under-bid and growing. A fifth of the country, over half of all population growth, a median age of 31, and a media auction almost nobody is contesting. Live selling is culturally native here — the market stall format is not a new behaviour you have to teach.
The case against Priced-in and flat. Maximum auction competition, no demographic tailwind, and growth has to be taken from a competitor rather than found. You are running the same play as everyone else in the category. Operationally harder. It is not one audience. Caribbean, Mexican and South American Spanish are not interchangeable on camera, so a national plan needs regional casting, in-language hosts and moderators, and thinner benchmark data to forecast against.

See what a program costs.

Broadcast-ready studios, production support and certified hosts. Book the room — or the room and the host.

Sources: Pew Research Center, UCLA & Latino Donor Collaborative US Latino GDP Report, NielsenIQ, Nielsen, EMARKETER, Radio Ink. CPM figures are vendor and agency benchmarks, not audited research, and vary widely by category, objective and market.