U.S. Hispanic purchasing power has surged to nearly $700 billion and is projected to reach as much as $1 trillion by 2010, according to new estimates by Hispan Telligence. Hispanic consumer research has shown that this group of consumers is more likely to buy from advertisers who reach them in their own language, Spanish. The Roslow Research Study reports that Spanish language advertising is 45% more effective than English advertising in reaching this consumer segment. In 2003, advertisers allocated 5.2% of their budgets to the Hispanic market, according to a study by the Association of Hispanic Advertising Agencies. The two biggest ad categories, for both the Hispanic and the general market, were packaged goods and automotive.