‘Emergence’: Hispanic Market Overview 2022 Puts a Spotlight On New Growth Opportunities


“I believe that you’re for me, I feel it in our energy. I see us written in the stars. We can go wherever, so let’s do it now or never. Baby, nothing’s ever, ever too far.” — Clarence Bernard Coffee / Dua Lipa / Sarah Theresa Hudson / Stephen Noel Kozmeniuk, “Levitating”


As Semana Santa began ahead of the concurrent holidays of Passover and Easter, a strange confluence of excitement, anticipation, and hopefulness clashed with the rising cacophony of need, demand, want, urgency, and outright petulance. More than ever, the life of a Hispanic marketing and advertising specialist seems more disorderly than at any point in the last 25 years.

In many ways, this is a good thing. In other ways, it is a disturbing reminder that, even in 2022, the leaders that have emerged as the biggest voices and advocates for the U.S. Hispanic market haven’t a moment’s rest. Don’t call it a “time suck.” Don’t consider it a “cacophony of organized chaos.” Ciertamente no es un arroz con mango. We live in a world where work-life balance has perhaps not fallen victim to the COVID-19 pandemic, but has only thrived in it — a collective of weeds that in 2019 peeked through the cobblestone in the rear courtyard of that favorite coffee shop and are now unstoppable nuisances bringing more greenery than perhaps anyone wanted.

For the leader of a U.S. Hispanic market shop, bringing in the green has perhaps been a constant, never-ending weed whacking responsibility by the shepherds and stewards of an industry that continues to seek what it has long sought and just might be finally receiving — respect, and account riches.

It’s another reason why, in our opinion, emergence of the U.S. Hispanic consumer and all that drives this ever-important part of the American fabric, is also being seen at agencies catering specifically to the needs of CMOs and brand managers that desire the best and most effective solutions for connecting with Spanish-speaking audiences. Don’t forget the in-culture English-language creative, too. As this year’s Hispanic Market Overview annual state-of-the-industry report shares, content isn’t about language anymore, and the fast-rising Hispanic podcast sector proves it.

Meanwhile, there’s a wholesale emergence of Hispanic-targeted audio that’s being seen in some interesting locales. From Philadelphia to Central Florida, big-market launches have unfolded. Then there’s a surprising small market in the Carolinas where, according to one veteran local ad sales specialist, overcoming prejudice may be critical for revenue growth.

Emergence of the U.S. Hispanic consumer in other cities has seen one of the biggest owners of broadcast television stations in the nation invest in properties expressly for the development of local Telemundo affiliates. In 2022, it’s a bold move — and one that speaks volumes about how free-to-air television is perhaps more important to the Hispanic market than the overall U.S.

But, the emergence story has its bumps and warts. Adriana Waterston, Chief Revenue Officer and Insights & Strategy Lead at Horowitz Research, has much to say about the 2020 Census. In short, she’s INCENSED by the “Census Scandal,” which saw not an undercount of Americans but a misrepresentation of Blacks and Hispanics, and Asians and Caucasians.

It’s easy to point fingers, shake heads and scribe away about the dysfunctional time management at play across the U.S. Hispanic marketplace. It takes comprehension, understanding and compassion to understand just how hard the leaders of the U.S. Hispanic marketing and advertising world are working to prove, finally, that they hold the keys to every brand’s long-term riches.

Yes, your meeting may get moved around several times. Yes, an executive assistant may ping you at 8:45pm on a Friday. But, at the end of the day, it is all about the collective greatness all of this represents. We’ve come a long way since Carl Kravetz, and the halls of the Century Plaza Hotel in Los Angeles. That was 16 years ago, and served as the entry point for our long, winding journey in the U.S. Hispanic advertising and marketing space. It began under the late Arturo Villar, with Hispanic Market Weekly. In January 2010, it continued with the first Hispanic Market Overview.

The fight may have evolved. El Grito may sound a little different. But, know that those who have passionately called for more dollars, more attention, more creative and more respect are finally seeing their efforts pay off.

As Hispanic Market Overview 2022 went to press, word emerged that Alma’s Luis Miguel Messianu had been named Global Chief Creative Officer on McDonald’s. What does this mean? He will work in partnership with Global Business Lead Dave Kissel in overseeing the creative output of the McDonald’s brand across no less than 46 markets where the DDB network is responsible for the account.

Emergence, indeed.

As the world breaks free from two years of a punishing pandemic, the Hispanic market is collectively rising like a phoenix, not from the ashes of a crumbled ruin, but from the polvo of a tortillería, perhaps. The right recipe is in place. The oven is the perfect temperature.

It’s time to start cooking.

Publisher • Hispanic Market Overview


An annual publication provided at no-cost to readers thanks to the participating sponsorship of the following partners:

Alma Agency

Ad Castels

Estrella Media

d’Expósito & Partners


López Negrete Communications

Spanish Broadcasting System (SBS)








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