Companies currently marketing toward Hispanics are seeing revenues increase more than companies who are not. A study by the Association of Hispanic Advertising Agencies suggests that those who include Hispanic-targeted marketing proportionally see significant benefits. This information can be a boon to people who decide to start marketing to Hispanics:
However, the study also showed that only 5% of total print, radio and TV marketing budgets are directed to Hispanic media outlets, while Hispanics account for 14% of adults in the U.S. What's worse is that more than half of the top 500 agencies currently spend less than 1% of their budget on marketing to Hispanics.
This suggests that there is a huge upside to the potential of Hispanic marketing in the U.S. It's an underutilized market that media with declining revenues could take advantage of. And it's a market that is not likely to subside soon.
Source - Increased Spending on Hispanic Ads Boosts Marketers' Revenue, AJAA Survey Says, AdAge.com