Tony Ruiz of Vidal: Only 4.5% spending on Hispanic consumers is “disgusting”

During the discussion panel “La clave para ganancias en la TV hispana, publicidad y mediciones de audiencia” (A Key to Revenues for Hispanic TV, Advertising & Audience Measurement), Tony Ruiz, partner and Communications Planning of agency The Vidal Partnership Group, said he was displeased with the level advertising spending in the Hispanic market. The panel was held during the 9th Annual Hispanic Television Summit in the New York Marriott Marquis.Ruiz pointed out the average American company advertising spending is still 4.5%. “I believe it is disgusting that only 4.5% goes to the Hispanic consumer,” he added.He said the analysis of advertising investment for the Hispanic market should be done category by category. Ruiz indicated that agencies are not targeting clients aggressively enough. “We need to reallocate some of that investment to areas we are not currently attacking. The business as a whole needs to change,” he added, pointing out that State Farm is one of the companies doing quality work.Christine Escribano, VP of Integrated Marketing Solutions of Telemundo, thinks that having solid measurements in place for any brand will attract more investment. Chris Montenegro McGrath, VP, Sustainability & Latino Marketing of Kraft Foods, agreed and added that the challenge is to maintain numbers that prove the business is working and thus, bring more dollars into the Hispanic market.