This document summarizes demographic and spending data about the Hispanic population and market in Houston and surrounding areas. It notes that Hispanics make up 38.16% of the total population in the area and that Hispanics spend more on average per day ($96) than the overall US average ($90). It also discusses the growth of Hispanic purchasing power, now at $1.4 trillion nationally, and recommends that local television is more effective than cable for advertising to Hispanics given its ability to reach the large portion of Hispanics that are non-cable subscribers in the Houston area.

1. Connecting the businesses of Houston with
our Hispanic Community

2. WHO IS OUR MARKET?
Total Population Houston and surrounding areas
6,622,047
36.05 % Anglo
16.54 % African
American
38.16% Hispanic
2,387,237
2,525,868
Texas Department of State Health Services
1,095,818

3. PHOTO: OFFICE OF THE STATE DEMOGRAPHER

4. WHO SPENDS THE MOST MONEY?
HISPANICS SPEND MORE PER DAY THAN U.S. AVERAGE: $96 VS. $90
$90
$96
$87
$88
$82
$76
$72
$79
$113
$119
$111
$108
Other
Hispanic
African…
Anglo
Avg. Daily spending of those…
Avg. Daily Spending of those…
% Have children under 18
• Anglo 29%
•African American 39%
•Hispanic 50%
•Other 36%
Nielsen.com

5. HISPANIC BUYING POWER
• Hispanic purchasing power
has increased at a
compound annual growth
rate of 7.5%
• more than twice as fast as
the 2.8% growth for the
total U.S. purchasing power
Hispanic Chamber of Commerce

6. ACCORDING TO THE HISPANIC
CHAMBER OF COMMERCE..
Hispanic Chamber of Commerce
Hispanic purchasing
power has increased
45% in the last 5
years, and has
reached 1.4 Trillion.

7. • Marketers continue to boost spending in the U.S.
Hispanic media market
• 2014 Hispanic advertising grew by 12.0%
• estimated 4.9% growth for overall U.S. media ad
spending
• Business owners doubled expected Hispanic
advertising
• 3.8 Billion spent last year in Hispanic advertising

8. OKAY, I WANT
ADVERTISING WHAT IS
MOST EFFECTIVE?
33%
33%
38%
40%
45%
50%
56%
0% 10% 20% 30% 40% 50% 60%
Cable
Online video sites
Social Networks
Radio
Magazines
Newspapers
Local Television
Mediums
Mediums
www.Statista.com

9. LOCAL TV VS. CABLE
Analog Signal
• 6 Million residents
• 5 Million nonsubscribers
• 58% of local television viewers
are Hispanic
• Reaches consumers that are
willing to drive to your
business
Cable & Satellite
• 6 Million residents
• 1 Million Subscribers
• 20% of cable subscribers
are Hispanic
• Reaches consumers across
the nation

10. KHLM-LD 43.3
COVERAGE MAP OVER THE AIR