A new Gallup study funded by National Hispanic Corporate Council reports a majority of the U.S.'s top 1,000 companies are underutilizing the $300 billion Hispanic market in marketing, human relations and community involvement. According to the research, 36% of 303 senior executives surveyed said their companies target the Hispanic market, and only 2% said they were tracking sales in that market. The most used media to reach Hispanics are newspapers, sponsored events, radio and TV. Only 20% of the executives said their companies use dedicated Hispanic ad agencies, while 25% target the market through traditional agencies.
Copyright October 1996, Crain Communications Inc.