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MARKETING

Data Industry Included Just 58% Of U.S. Hispanic Audiences In Q2

John Cassillo

• 1 min read
Data Industry Included Just 58% Of U.S. Hispanic Audiences In Q2
Photo by davide ragusa / Unsplash

A Q2 2023 study from Truthset revealed that the data industry includes just 58% of Hispanic audiences in the U.S. With 42% of Hispanic audiences not recorded in data sets, advertisers can’t properly allocate targeted ad spend, while content owners are missing opportunities to develop more programming for Hispanic viewers.

  • In 2022, U.S. Census results indicated that 19% of the adult population was Hispanic, equating to about 50 million people. Missing over 40% of that audience means data sets are not accounting for at least 20 million people.
  • Over the past eight quarters, Truthset found that the overall data industry never accounted for more than 62% of this audience (in Q2 2022), though has shown marginal improvements since a low of 53% in Q3 2021.