According to Nielsen Monitor-Plus data, total Hispanic ad spending in the first six months of 2007 was up 2.3 percent to $2.87 billion. This report, in addition to the information in the December issue of Hispanic Business Magazine focused on Hispanic media, provide good insight to Hispanic marketers. The top ten list of Hispanic advertisers follows:
- BROADCASTING MEDIA PARTNERS INC — $210,018,960 [this is the investor group that owns Univision Corporation]
- PROCTER & GAMBLE CO* — $173,541,141
LEXICON MARKETING CORP — $146,294,697 [a language instruction company that owns Inglés Sin Barreras] - AT&T INC* — $107,557,434
- GENERAL MOTORS CORP — $102,041,403
- U.S. GOVERNMENT — $98,607,400
- MCDONALDS CORP — $94,198,981
- SEARS HOLDINGS CORP — $86,206,062
- FORD MOTOR CO — $85,722,610
- JOHNSON & JOHNSON — $82,264,852
How does this compare to 2006? In 2006 Lexicon was the top advertiser, spending $162,695,000. P&G was second at $154,278,000 and Univision was third at $99,880,000. Wal-Mart and PepsiCo were in the top ten, but this year fell to 15 and 16. The sharpest increases in spending include Univision; the U.S. government, from $31,715,000 to $98,607,400; and Ford, which went from $43,883,000 to $85,722,610. AT&T and Verizon also had significant increases in spending. Click here for the 2006 list.
The December issue, according to a release by Hispanic Business, also looks at how companies are spending their ad dollars. It reports that broadcast and radio still dominate Hispanic ad spending but Internet advertising now represents 4.6 percent of the total expenditure in 2007, which is an increase from the 3.5 percent spent in 2006. It also reports, based on HispanTelligence(R) estimates, that Hispanic online display ad revenue will reach $179.86 million in 2007, which is a 36.3 percent increase from 2006.
In other words, the December issue of Hispanic Business is a must read for those of us in Hispanic marketing and communications.
*AT&T and P&G are FH Hispania clients.
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