With the 2010 U.S. Census around the corner, many advertisers are looking to see what it says about the growth in Hispanic demographics.
One of those advertisers is State Farm Insurance, the nation's largest insurance provider and a huge television advertiser. State Farm spends approximately $60 million annually in Hispanic media, according to Nielsen.
State Farm advertising director Ed Gold spoke to B&C business editor Claire Atkinson about the Latino market at the "Hispanic Cable 2010: Tomorrow Is Today" event presented by Broadcasting & Cable and the Cable Advertising Bureau here Tuesday.
Gold said that while the Hispanic cable landscape is growing, it still has a ways to go before it can steal significant ad dollars from market leaders Univision and Telemundo.
"The mass viewership is still on the two big networks," Gold said.
But as viewership and ratings on Hispanic cablers grow, the advertisers will follow them.
"Our efforts are going to be a bit disproportional there, but we want to be where we see the audience going," he said. "As ratings increase and viewers increase [on cable], we will make changes."