Chris Purdy

Chris Purdy
Multicultural Special Report: Tune in to Espanol

Direct response television (DRTV) advertising that targets Hispanic audiences has proven to be an effective way to reach a growing segment of the U.S. consumer market whose purchasing power is expected to reach $1 trillion by 2010. According to Nielsen Monitor-Plus, Univision, the Spanish-language network, reported increased ad revenues of 13 percent for 2005. As a comparison, overall U.S. ad spending grew only 4.2 percent. The opportunity is undeniable. However, there are a few, key back-end operations you need to consider when setting up a Hispanic DRTV effort to make sure you maximize your investment. Handling Calls Increased DRTV ad spending usually means increased response from Hispanic