The biggest marketers are allocating more dollars to reach U.S. Hispanics. A new analysis shows over the past five years they’ve increased their Latino-targeted media spending by 63% as total spending has grown from $4.3 billion in 2010 to $7.1 billion. AHAA, the Hispanic advertising trade group, reports the typical big company boosted their average spending from $9 million on Hispanic-targeted media in 2010 to $14 million now. The figures are based on Nielsen data supplied to AHAA.

"The lesson from the top U.S. marketers is clear -- follow the leader," says Carlos Santiago, AHAA research chair and president of Santiago Solutions Group. "With an eye on creating revenue and market share growth, leading marketers continue to strengthen Hispanic in-language efforts while also reaching Hispanics in English media with culturally nuanced messaging.”

Among the advertisers AHAA credits as allocating more to the Latino market are companies including Nissan, Toyota, Walmart, Target, Lowes, Verizon, AT&T, Ruby Tuesday and Wellpoint.