For Michael Roca, CEO of Omnicom Media Group, the Hispanic market continues to be an opportunity for advertisers despite global economic turbulence, as it “keeps thriving” and represents 20% of the total U.S. population.

“It remains a very critical business opportunity for many of our clients,” Roca stated, emphasizing that investing in this segment is essential for growth strategies.

Roca, who participated in the 23rd Annual Hispanic Television Summit, expressed optimism about the outlook for 2026, the year the FIFA World Cup will take place. “I see it as a great opportunity not just to reach, but to truly connect with Hispanic consumers at both the national and local levels,” he noted.

The executive highlighted that Latino influence is already at its peak, citing examples such as Bad Bunny’s presence at the Super Bowl and Karol G headlining Coachella.

“It’s a great year for Latinos. I continue to believe that marketers need this market more than ever because growth really originates from this 20% of the population that drives all activity in the U.S.,” he explained.

Regarding advertising investment, Roca indicated that while it has been “steady” compared to the overall market, there is “enormous room for growth.”

He issued a call to action for the industry: “I believe that PRODU and all industry-specialized media need to make a lot of noise to ensure that marketers and clients see the real business opportunity with this group.”