1、01Hispanic People&MediaCONSUMER NAVIGATOR SEPTEMBER 20240202Dentsu recognizes the urgent need to better understand the evolving landscape of Hispanic representation in media and advertising,especially given the rapidly growing influence and buying power of Hispanic consumers in the U.S.We have under

2、taken similar studies around Black representation in media,which resulted in a multi-year research project to better understand the relationship that Black people in the US have with media,as well as to understand if their relationship differs from the relationship that non-Black people hold.Conduct

3、ing this survey during Hispanic Heritage Month allowed for a timely reflection on both the progress and persistent gaps in how Hispanic culture is portrayed.The timing was deliberatea moment to celebrate the richness of Hispanic contributions to society while acknowledging that authentic,nuanced rep

4、resentation in media is still lacking.With this survey,our goal is to provide valuable insights,directly from the perspective of Hispanic consumers,that can help brands,media creators,and marketers better serve and connect with Hispanic audiences,driving change toward more meaningful and accurate po

5、rtrayals in entertainment and advertising.Wed like to recognize dentsus SOMOS BRG and its leaders,who helped shape this project.About the Hispanic People&Media survey030303The survey was conducted by dentsu via Toluna,an online research panel.It was administered on September 17th,2024.Distributed am

6、ong a random sample of 1,000 U.S.respondents 18 years of age or older.Survey sampling controls for nationally representative weighting across age,gender,and region(using the latest publicly available U.S.Census numbers).This survey oversampled for Hispanic(300),Black(200),and AAPI(100)respondents,to