Horowitz Research

Brands interested in targeting Hispanic and Latinx audiences run into challenges, from insufficient data that doesn’t accurately represent different segments to cookie-cutter creative that erases the complexity of a demographic with roots in more than 20 countries.

Although precisely measuring Hispanic audiences is in the best interest of marketers, there are many ways that measurement can get messy, from the data sources used to quantify who is Hispanic to the shortcomings of measurement technology itself.