By Aimee Deeken

One of the fastest-growing Hispanic markets in the U.S. enjoys a bevy of targeted media

Though advertisers and media giants seeking Florida’s Hispanic audience have long established themselves in Miami, they might be wise to set their sites on Orlando, one of the fastest-growing Hispanic markets in the country.

In fact, the number of Hispanic residents across its nine counties soared 255 percent in the past five years, from 133,000 to 478,000, according to market intelligence firm Geoscape International.

The Orlando/Daytona Beach/Melbourne DMA is No. 20 in both general- and Hispanic-market rankings. Hispanics make up approximately 14.4 percent of the 3.32 million population, according to BIA Financial Network, but their representation is greater in two counties: Orlando’s Orange County is 23.5 percent Hispanic; Osceola is 38 percent, according to 2005 U.S. Census data.
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