Page 23 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
THE HMO Q&A
EMERGING MARKETS: GROWTH PODS
Is it true that the majority of the growth in the U.S. Hispanic market is coming from markets that are below the top 10 Hispanic DMAs? “Generally speaking, yes,” says Fernando E. Fernández, Partner and Chief Client Officer at New York-based d expósito & Partners. But, are media buyers and marketers responding and going beyond the biggest — and most saturated — locales for luring Latino consumers?
Fernández believes the shift away from the top 10 DMAs is partially the result with a shift away from traditional large markets for work opportunities.
The political climate in some traditional Hispanic hubs may have also led to some seeking new opportunities in areas of the U.S. where the Latino population is still growing.
“Regardless of the potential reasons why these shifts are occurring, the fact is that key demographic indicators show currently — and over the next four years — the rate of growth
of the Hispanic population will be highest in eight new or emerging markets.”
By order, the highest growth markets for U.S. Hispanics are as follows:
• Orlando
• Seattle-Tacoma
• Tampa-St. Petersburg
• Austin
• Atlanta
• Washington, D.C.
• Denver
• Las Vegas
That’s not to say there’s no longer impressive growth in the top 10 Hispanic DMAs. Houston and Dallas also continue to attract a sizable percentage of new Latino residents.
“It is no secret that traditional large Hispanic markets also continue to grow,” Fernández says. “Because of their large population size, even the smallest percentage increases represent significant growth, so they will continue to be important and leading markets for any Hispanic marketing efforts. For example, over the next five years places like Los Angeles, Miami, and San Antonio will continue to grow at a significant rate while non-