DE&I $$$$ directed towards Hispanic Owned & Operated Media reaches $100 Million [NOT]

Over the last couple of years, many clients and their media buying services have promised to re-direct dollars towards minority owned media and in our case Hispanic Owned and Operated media.

The title for this articles is a joke!

Have we as an industry created an accountability system to monitor and ensure that new and existing media dollars were directed towards minority or Hispanic media in a transparent fashion?

If the amount spent is a $100,000,000 ($100 Million) that would be a great start, but I wonder if the amount has been spent.

Can we account for it? Have our industry organizations tracked the efforts?

In reality is should be a $1,000,000,000 ($1 Billion), our consumers deserve to be engaged and we represent the largest and most important market opportunity in the Multicultural Bucket.

Over the last two years, clients and their agency swung the pendulum towards increasing the importance of doing business with the Black Consumer Market and Black Media.

At what expense, ignoring the US Hispanic Market and their media?

Clients, agencies and media, wake up to the importance of targeting US Hispanic Consumers. The facts are the facts. ¡PUNTO!

The interesting point here based on current media pricing, there is not enough available premium inventory to sell $100 Million, much less $1 Billion in the US Hispanic Market Media Business.

We have other thoughts about the sincerity of the efforts, their business purpose, budget cuts due to DE&I initiatives and the reality in which we compete.

More soon.

Gene Bryan
CEO
HispanicAd