Keeping It Real: Hispanic Market Overview 2024 Brings Call For ‘Authenticity’


Amplifying the authenticity appears to be the recommended solution some 4 1/2 years into the 2020s. And, it is the overarching theme to this year’s HISPANIC MARKET OVERVIEW 2024 state-of-the-industry journal.

This year’s 52-page report, downloadable for free here thanks to our partners at, breaks down some of the key topics on the minds of multicultural marketing pros today. With “authenticity” the biggest buzzword of 2024, we have to ask: Are advertisers and CMOs phoning it in when it comes to seeking U.S. Latinos? Sadly, that still seems to be the case.

Our 2024 edition includes a Portada with an exclusive interview with PepsiCo’s Teasdale and its agency of record, Alma; a discussion with Tom Marsillo on efforts to bring pharmaceutical ad dollars to Hispanic and multicultural audiences; the latest from Liz Castells-Heard on her agency’s work with Charter Communications’ Spectrum; and ad landscape insights from d expósito & Partners, López Negrete Communications, and digital advertising player and healthcare marketing pro Techint Labs.

Plus, for the first time, our Hispanic Market Overview annual report includes coverage of the 2024 Hispanic Marketing Council annual summit, and an exclusive chat with TelevisaUnivision’s Steven Wolfe Pereira.

There’s more! We’ve also snagged a conversation with Estrella Media sales pro Steve Mandala, just days after a historic agreement was signed that gives operational control of the company’s media assets to MediaCo Holdings, combining regional Mexican radio stations with “HOT 97” and WBLS in New York while heralding a new day for its television stations and digitally distributed audio and video content.

We even connect with José Villafañe to learn how Costa Media and Nueva Network have experienced significant and impressive growth as some of the biggest media companies in the U.S. continue to bemoan “macroeconomic headwinds” that have ravaged their earnings and revenue for the last several quarters.

Lastly, the political advertising story remains a fuzzy one for Hispanic market media outlets. But, Culture IQ’s Michelle Cordoba and Ana Fernandez-Rockwell are doing what they can to make the flow of ad dollars from candidates and PACs more robust for Spanish-language channels.

It’s our 15th Hispanic Market Overview report … and perhaps our most comprehensive read yet.


Skip to content