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July 19, 2012

AHAA Study Reveals that Hispanics are Driving Growth in the Technology, Telecommunications and Entertainment Sector
By Jyothi Shanbhag
TMCnet Contributor

AHAA has recently conducted a study that revealed that Hispanics are the driving factor for the growth in the Technology, Telecommunications and Entertainment categories.

Roberto Orci, chair of AHAA and CEO of Acento Advertising, said that this is a compelling figure because it means that Hispanics are primary drivers of growth among technology companies, and there is still a huge growth opportunity ahead as Hispanics continue to lead adoption and usage - think about the growth potential if technology companies were to increase that figure to 10 or even 15 percent.

"Brand loyalties are increasingly at stake as Hispanics dominate segment growth. In fact, many brands may be falling short of their optimal revenue generation while opening the door to their competitors who boast higher allocation figures and cohesive Hispanic-centric strategies," Orci added.

The result was based on the study of the major technology, telecom and entertainment companies that have ranked consistently among the Top 500 overall advertisers in the U.S. and found, with a 95 percent confidence level, that Hispanic allocation alone explains nearly a third of topline revenue growth.

Whereas the companies that scored in the top 30th percentile of allocation and revenue growth included DirectTV, Echostar/Dish Network, MetroPCS, Leap Wireless (News - Alert) (Cricket), Time Warner Cable and Verizon. Other notables, falling in the mid 40th percentile, were T-Mobile, Cablevision, AT&T, Lions Gate, Comcast, Vonage, Best Buy (News - Alert), News Corp, Liberty Media and Cox.

In fact, Hispanic allocation alone explains that there is a 30 percent change in topline revenue growth among manufacturers of consumer hardware, software, content, and connectivity providers.

Since its formation in 1996, AHAA demonstrates the value of targeting Hispanics, showcases the impact of using AHAA member agencies, and provides forums for the discussion and dialogue between brands and industry professionals.

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Edited by Brooke Neuman


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