Food chains invest in marketing for Hispanics and reduce advertising expense in English

A new report from the AHAA: The Voice of Hispanic Marketing revealed that advertising for Hispanics in the US in the restaurant sector increased 11.4% from 2010 until 2014. The global advertising expense among the 500 main advertisers increased 8.5%.This growth indicates that food chain marketing strategies aim stronger and with more accuracy at Latino consumers. This category has increased the advertising expense for Hispanics in 68%, reaching US$ 559 million in 2014.The average Hispanic advertising investment for restaurant company also made a 30% jump, it went from US$ 16.6 million in 2010 to US$ 21.5 million in 2014. This means that the category went from being a follower in 2010 –using as reference companies that allocate 3.6% to 6.3% of their advertising budget to efforts aimed at Hispanics– to become leaders, with investments between 6.4% and 14.2%.McDonald’s, Yum Brands and Wendy’s are at the forefront in advertising investment for Hispanics, whereas Whataburger, Denny’s and AFC Enterprises lead the quota of the global advertising expense for Hispanics, with allocations over 20%.In the last five years, the 500 main advertisers of the US strengthened their expense in media aimed at Hispanics in 61% since 2010, which is equivalent to US$ 2,700 million.