While overall advertising expenditure among the top 500 advertisers in the United States increased by only 6% between 2010 and 2014, marketers made a steep increase in spending targeted towards Hispanics. According to the Association of Hispanic Advertising Agencies
, ad spending in Hispanic targeted media jumped 63% between 2010 and 2014, outperforming the rest of the market significantly.
In 2014, Hispanic media ad spend among the top 500 marketers amounted to $7.1 billion (up from $4.3 billion in 2010) as marketers allocated 8.4 percent of their advertising efforts to media targeting the Hispanic demographic. According to the U.S. Census Bureau, Hispanics currently constitute around 17 percent of the total population in the United States.