The numbers reveal a stark disconnect: Hispanics represent approximately 20% of the U.S. population, yet receive less than 4% of advertising investment. In the first quarter of 2025, less than 1% of digital advertising spending from U.S. online retailers went to Spanish-language websites.

As Grace put it, “It’s not just a Hispanic media problem—it’s a marketing math problem.”

Local Hispanic publishers offer something national platforms cannot easily replicate: authentic relationships with the communities they serve. These publishers are not simply media vendors. They are neighbors, business leaders, content creators and trusted sources whose audiences know their names—and often their faces.

That trust translates into influence. National Association of Hispanic Publications (NAHP) members reach more than 40 million readers each month across print, digital, social media, podcasts, newsletters and other platforms. According to research shared during the webinar, 92% of their readers trust local Hispanic outlets more than major media sources.

NAHP Ad Connect is designed to make that ecosystem easier for advertisers to access, bringing together more than 600 publisher-direct platforms through Google Ad Manager 360. Campaigns can combine scalable digital reach with market-specific content, print, social media, newsletters and even WhatsApp activations.

The takeaway for marketers is simple: Scale is important, but scale alone is not enough. Brands that want stronger engagement must show up in credible environments, with relevant messages delivered by voices communities already trust.

“Don’t just do what everybody else is doing,” Grace urged. “If you want to move the needle, reaching down to that local level is going to get you there.”

Watch the full webinar on demand to discover how local Hispanic media can bring greater trust, relevance and performance to your next campaign.