There's a reason the new Gerber baby is Latina, Sofia Vergara is now peddling Suave and Covergirl, and J.Lo's seductive Glow is the highest grossing celebrity-endorsed perfume of all time.
Latinos love to buy. Well, some things. They tend to over-index as consumers of cosmetics, shampoo, perfume and baby products like food and diapers. In fact, a recent study by Nielsen states that if Latinos living in the U.S. were their own country, their buying power would be one of the top twenty economies in the world.
Here's a look at the top ten that spent money on Spanish-language advertising for TV, radio, and print media last year:
1. Procter & Gamble -- $225.6 million
Talk about advertising dollars paying off. Instead of using the actual Spanish word for diaper "pañal," most Latino parents use the word "Pamper", which is a Procter & Gamble brand. Given that one in four children under the age of five is Hispanic, who can blame P&G for treating them like a target audience.
2. Bancorp Inc -- $193 million
Whatever Latinos don't spend needs to be saved somewhere, right? Bancorp owns U.S. Bank which has hundreds of locations across the Southwest and West Coast, regions with high Latino populations.
3. Dish Network -- $161 million
Hispanics on average watch less TV than white Americans, according to Nielsen's report. However, the Dish Network has captured an important demographic of Latino viewers by offering a range of channels not offered by other cable providers, including programming from all over Latin America. READ MORE
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