The Hispanic population is one of the fastest growing population segments in America, but marketers are still missing out when it comes to reaching Hispanic consumers.

According to a new study by the Association of Hispanic Advertising Agencies, even though Hispanics make up about 13.6 percent of the U.S. population, advertisers only allocated an average of 2.4 percent of their measured media budgets on Hispanics in the past three years. The study deems that companies should allocate at least 8 percent of their advertising budgets to effectively reach the Hispanic consumer.

Categories that have invested the most in marketing to Hispanics are food, beverage, foodservice, personal care, general merchandise, insurance and telecommunications.

The National Pork Board has a new campaign targeting Hispanic consumers, called “El Cerdo es Bueno”, which means “Pork is Good.” In addition to test markets, NPB is planning a variety of targeted retail marketing programs.