Daisy Expósito-Ulla, Partner, President and CEO of d expósito & Partners, and member of the Hispanic Marketing Council (HCM), delivered the presentation on the state of the Hispanic advertising industry at the opening of the 23rd Annual Hispanic Television Summit, held at the Marriott Marquis Hotel in New York.

“It’s inspiring to see so many leaders from advertising, content, and media distribution under one roof. Today we’re not just celebrating another conference—we’re taking a real look at the state of the Hispanic market: our scale, our challenges, and the changing media landscape that’s redefining opportunities,” Expósito began.

The executive added: “Let’s start with an undeniable truth: scale and momentum. Hispanics are the engine of U.S. growth—and don’t let anyone tell you otherwise—driving most of the population growth and generating consumption at levels that surpass the general market. This is not a niche audience; this is the growth market. And the rule remains: brands that win with Hispanics lead with cultural intelligence, strategy, and build in culture*, not just in language.”

She acknowledged that the market faces political uncertainty and immigration challenges but stressed the importance of perspective:

“We are 70 million Latinos in the U.S.—almost the size of the United Kingdom and larger than France. If the U.S. Hispanic market were its own economy, it would be the fourth largest in the world, on par with India and Japan, and ahead of the U.K. Consider this: nearly US$50 billion are invested annually in media, yet investment in U.S. Hispanic media stands at just US$31 billion—less than 4% of total media spend. This represents a huge gap—but more than a gap, it’s an opportunity: a US$20 billion opportunity to connect authentically and grow significantly,” she emphasized.

She noted that the Hispanic contribution to the U.S. economy is substantial, pointing out that Hispanic households pay about US$215 billion in taxes each year —US$139 billion in federal taxes and US$76 billion in state and local taxes—and that “immigrants play a vital role in those numbers.”

CLOSING THE GAP IN ADVERTISING INVESTMENT

During the event, which drew around 150 executives, one of the most recurrent topics was the urgent need to close the gap between Hispanic market advertising spend and that of the general market. Despite representing 20% of the U.S. population, the Hispanic segment receives no more than 4% of advertisers’ media investment.

In addition to Expósito’s presentation, the program included a conversation about the 2026 FIFA World Cup between Joe Schramm of Schramm Marketing Group and Luis Rosero of Telemundo, and three panels:

The Content Panel – “How Futbol Content Keeps Scoring GOOOOOALS with Viewers”

The Advertising Panel – “Bringing Brands To Hispanics Where They Watch”

The Content Distribution Panel – “Connecting Content With Hispanics Everywhere They Are”

The 23rd Annual Hispanic Television Summit concluded with the presentation of four awards:

The Rafael Eli Awards for Pioneers in Hispanic Television went to Joe Torres, presenter and reporter for WABC TV–NY’s Eyewitness News and host of Tiempo, a Hispanic-focused public affairs show that has been on the air for 40 years; and to Stacie de Armas, Senior Vice President of Inclusive Insights & Intelligence at Nielsen.

The Awards for Leadership in Hispanic Television were presented to NAMIC (National Association of Multi-ethnicity in Communications) —accepted by Sandra Girado, VP of Events and Partner Relations—and to José Cancela, President of Telemundo Station Group.

Closing the evening, Joe Schramm, organizer of the Summit, confirmed that the Hispanic Television Summit will return in October 2026 for its 24th edition.

Group of winners of The Rafael Eli Awards for Pioneers in Hispanic Television and The Awards for Leadership in Hispanic Television