According to Kantar Media, Hispanic media rose nearly 20% as reported by MediaLife, with TV advertising getting the biggest boost at just under 24%. Most of that gain being attributable to The World Cup viewing. That's the good news. Local radio saw a decline in Hispanic media buys of 6.6%. Spanish newspapers and magazines also saw a decline, at 8.6% and 3.9%. According to Jon Swallen, chief research officer at Kantar Media, the radio and print decline is attributable to the encroachment of the internet and declining usage of traditional media.
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