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By Denny Alfonso • 10 Enero 2024 • 8 min read •
2024 is looking to be a year of immense spending on advertising aimed at capturing the Hispanic audience. Hispanic streaming services like Canela Media and Vix have seen major brands such as Walmart, Amazon, and Target expressing interest in reaching Hispanic households through their televisions.
Hispanic media account for 68% of multicultural media spending, according to a recent study by PQ Media, with advertising spend in the U.S. expected to grow by 8% to reach $45.83 billion in 2024. Analysts suggest that this substantial investment in minority marketing is largely due to political ad spending in the upcoming election year. The Democrat party recently launched the P.O.W.E.R campaign, worth $35 million, targeting Latino, African American, and Asian American voters in key swing states.
Another interesting element of the marketing opportunities landscape is the promising FIFA World Cup in 2026, already drawing the attention of major brands. Soccer, especially following the arrival of Leo Messi in the MLS, is a key ingredient for engaging the Hispanic audience in the U.S.
“The commercial rights of Liga MX in the United States have found an exclusive home with TelevisaUnivision, creating a historic partnership and elevating the firm’s position as the top destination for brands looking to integrate into the region’s soccer landscape,” emphasized CEO and Founder of PQ Media, Patrick Quinn, in a statement.
Because of these new challenges and the importance of diversity in current advertising, Digiday en Español is pleased to continue expanding its list of Agentes Latinos del Cambio, celebrating Hispanic professionals who have transformed the industry, making it more inclusive.
This is the fourth group of five that represents the 30 talents on the Hispanic pride list. Digiday will continue adding to this list in the coming months.
Beatriz E. Rojas
Beatriz E. Rojas is an Executive Director of Brand Advertising at Kaiser Permanente, and has also led the company’s multicultural marketing team for over 10 years. Rojas has implemented strategies to help and understand the immigrant community’s needs, developed a more educational than promotional marketing campaign, and achieved a strong integration with the Hispanic market.
The Venezuelan-born executive has over 25 years of experience in the industry, holding various marketing roles for companies like Sears Holdings Corp, Lenovo, and others. During her time at Sears Corp, Rojas, considered an expert in strategic planning for Hispanic marketing, …