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1、In a crucial year for the worlds of both sports and politics,Latino audiences and consumers are proving to be the difference makers for success.Sponsor contentHispanic marketing report 20242The Business of BrandsAd AgeJuly 2024Custom white paperHispanic marketing report 2024In a crucial year for the

2、 worlds of both sports and politics,Latino audiences and consumers are proving to be the difference makers for successCOVER:GETTY IMAGESThirty years ago,marketing to Hispanics was a mostly straightforward proposition for many brands:Create a Spanish-language translation of a general-market ador mayb

3、e some new creative with a translated taglineand run it on Spanish-language television networks.Often,the biggest question was the budget.Today,however,marketing to Hispanics has become both simpler and more complex at the same time.The numbers remain compelling:Today,Hispanics make up nearly 20%of

4、the U.S.population,up 23%over the past decade.And the Hispanic segments purchasing power has reached$3.2 trillionlarger than the GDPs of all but four nations.The Hispanic market is not only the fastest-growing part of the U.S.population but also the youngest,with the largest and most-complex househo

5、lds.According to a 2023 report by the Latino Donor Collaborative,the most common age among Hispanics is 11,compared with 58 for non-Hispanic whites.And 27%of Hispanic households are multigenerational,with 14%consisting of three generations,according to 2022 Nielsen research.While only a generation a

6、go most Hispanics were immigrants,that has flipped;today,two-thirds of the Hispanic population was born in the U.S.,and 61%are non-Spanish-dominant in terms of language.Theoretically,that means its easier to reach and connect with them.But that assumption frustrates marketing experts such as Michael