The Association of Hispanic Advertising Agencies has released findings on trends in the U.S. market for Hispanic advertising over the last decade.

The survey collected feedback from AHAA member agencies about current business trends and expectations for the future of Hispanic advertising. Over 90 percent of respondents said they expect the amount spent on advertising to Hispanics in the United States to increase next year, with 30 percent saying that budget growth would be over 10 percent. Industries expected to increase ad spend targeting Hispanics over the next five years include finance (75.9 percent or respondents), entertainment (58.6 percent), and pharmaceuticals (55.2%).

The vast majority of the respondents (93.5 percent) said the 2000 census data, which showed that the Hispanic community was growingrapidly, was the main reason for the increases in ad budgets targeting Hispanics.

The survey also found that segmentation of the Hispanic market would be a focal point for agencies in the next five years.