Iván Bargueiras, senior VP of Advertising Sales at Discovery Networks Latin America./U.S. Hispanic
Latino voters made up 10% of voters in the 2012 presidential elections between Barack Obama and Mitt Romney, proving their power within the political landscape, according to Iván Bargueiras, senior VP of Advertising Sales at Discovery Networks Latin America./U.S. Hispanic and general manager for Discovery. U.S. They mark a growing presence in the swing states for electoral votes Florida, Nevada and Colorado. Hispanics, which represent 16.7% of the U.S. population, have a purchasing power of US$1 trillion, and even though they shop less often than non-Hispanics, they spend more money when they do. Also, the number of Latinos in college surpassed 2 million, and reached a record of 16.5 share of all enrollments. As content providers, the evolving landscape reinforces our longstanding commitment to provide programming that reflects the needs of the growing Latino segment. We need to continue to meet Hispanics demand for quality content that they find informative and entertaining as well as in line with their aspirations. And we shall keep raising the bar and providing the best programming for them and their families as they strive to reach their goals, Bargueiras wrote.
