T opics of D iscussion

Populat ion T r ends Pur chase D ynamics Language U se

Gener al O ver view

Country 1996 Population in Millions

Mexico 94.7 Spain 40.2 Colombia 35.5 Argentina 35.0 United States 27.2

NATIONALITY NUMBER PERCENT OF TOTAL

Mexico 17,481,700 64.2%

Cent&South America 3,948,400 14.5%

Puerto Rico 2,859,100 10.5%

Cuba 1,307,000 4.8%

Other Hispanic 1,633,800 6.0%

TOTAL 27,230,000 100%

RESEARCH SOURCES

• US Census Bureau 1996 • Competitive Media Reporting (BAR/LNA)• DRI/McGraw-Hill Language Study: 1996 • DRI/McGraw-Hill Hispanic Consumer 1997• Hispanic Mailing List • (NHTI); Nielsen Hispanic Station Index