Growing Ad Budgets for Hispanic and Multicultural Media: 2025 Forecast

As brands increasingly recognize the importance of multicultural audiences, particularly within the Hispanic community, ad budgets are increasingly shifting toward diverse and multicultural media. New data from The Myers Report survey projects significant growth in advertising investments for 2025, especially in multicultural and diverse-owned media. This article delves into key insights from the report and perspectives from industry leaders on why these media channels are essential to modern advertising strategies.

Key Survey Findings: Strong Support for Multicultural and Diverse-Owned Media

The Myers Report’s survey of 3,400 respondents reveals notable increases in budget allocations for multicultural media, reflecting advertisers’ commitment to reaching diverse audiences. Highlights from the survey include:

• Multicultural Media Growth: While 12% of respondents reported a significant increase in budgets for multicultural media, an additional 44% indicated moderate increases. This stability and growth suggest an optimistic outlook for multicultural advertising in 2025.
• Diverse-Owned Media Investment: For diverse-owned and operated media, 16% of respondents forecast a substantial budget increase, with 43% indicating moderate growth. This shift highlights an increased focus on inclusivity and representation within advertising budgets.

These trends position multicultural and diverse-owned media as key growth areas for brands aiming to enhance brand equity and foster loyalty among culturally rich audiences.

Industry Leaders Emphasize the Strategic Importance of Hispanic Media

Executives from prominent Hispanic media organizations, including TelevisaUnivision and Telemundo, underscore the need for sustained investments in Hispanic-targeted channels. The Hispanic demographic represents a powerful consumer group with considerable influence and engagement across digital and traditional media, making it essential for brands to align with culturally relevant content.

Donna Speciale, President of U.S. Advertising Sales and Marketing at TelevisaUnivision, emphasizes that the Hispanic audience is not simply a niche segment. She states, “Advertisers are increasingly recognizing that the Hispanic audience is an integral part of the American mainstream. Investment in Hispanic media is not only a strategic decision but a necessary one to drive business growth.” This approach is reflected in TelevisaUnivision’s dedication to expanding partnerships that resonate with Hispanic consumers across television, digital, and streaming.

Similarly, Beau Ferrari, Chairman of NBCUniversal Telemundo Enterprises, highlights the Hispanic audience as a unique growth driver. “As the fastest-growing demographic, Hispanics in the U.S. offer brands an unparalleled growth opportunity. Investment in Hispanic media channels not only supports representation but also drives ROI for advertisers.” Ferrari’s perspective reinforces the findings in The Myers Report, showcasing the mutual benefits for brands that engage with Hispanic audiences on dedicated media platforms.

Broader Multicultural Investment Trends: Forecasting Continued Growth

Aligned with insights from The Myers Report, Magna Global projects a 6-8% annual increase in multicultural ad spending through 2025, with Hispanic media driving much of this growth. Hispanic consumers represent a digitally savvy, young demographic, making Hispanic media platforms a particularly appealing choice for advertisers aiming to enhance their digital strategies.

The report also highlights social media and digital video as expanding avenues within multicultural advertising, with 44% of respondents reporting increased budgets for social media and 47% for digital video. Hispanic-targeted platforms, including TelevisaUnivision’s ViX, have capitalized on these trends by expanding their digital offerings to cater to audiences who are predominantly consuming content online. ViX, in particular, has gained significant traction among U.S. Hispanic viewers, offering a robust catalog of Spanish-language content, aligning with the growth in digital video and creating new opportunities for brands to connect with Hispanic audiences on a digital-first basis.

Strategic Implications for Brands: Building Loyalty Through Inclusive Media

The positive budget outlook for multicultural and diverse-owned media reflects an industry-wide shift toward inclusive, targeted marketing strategies. Investing in Hispanic and other multicultural media channels allows brands to not only support diversity and representation but also engage audiences with culturally resonant content that fosters long-term loyalty.

These trends offer clear direction for advertisers looking to build connections within influential demographic groups. The report’s insights, coupled with industry leaders’ perspectives, emphasize that Hispanic and multicultural media channels will be critical to effective advertising in 2025 and beyond. By aligning with culturally relevant messaging and expanding digital engagement, brands can reinforce their commitment to diversity and capture the attention of engaged audiences.

solli’s Final Thoughts

The findings from The Myers Report illustrate a forward-looking approach to media spending that supports diversity, inclusivity, and tangible business growth. As brands set their 2025 budgets, prioritizing multicultural media isn’t just about aligning with social values—it’s also a sound business decision. Engaging with diverse, culturally attuned audiences helps drive meaningful brand connections and supports sustained consumer loyalty.

As the ad landscape becomes more inclusive, brands that invest in multicultural media, particularly Hispanic-targeted channels, will be well-positioned to succeed in a more connected and culturally dynamic marketplace.