ABSTRACT
Today, more than one in eight people in the United States is of Hispanic origin. In addition, Hispanics are the fastest growing ethnic group in the United States, increasing over 17% from 2000 to 2004 to more than 41 million, or 14% of the total population. With the rapid growth of Hispanic households, advertising targeted to this group is increasing as well, up 4 percent in 2002 to about $2. 2 billion. Most of the ads intended to reach Hispanics appear on Univision, the largest Spanish-language television network and the fifth largest television network overall (Hall, 2002). Univision experienced double-digit increases in annual revenue in 2002 to more than $1. 5 billion (Romano, 2003).
