HISPANIC FACT PACK
What’s up (and down) in the U.S. Hispanic market.
AS U.S. AD SPENDING growth virtually ground to a halt in early 2008, the $4 billion U.S. Hispanic market continued to post small but respectable gains.
In the first quarter of 2008, spending on Spanish-language TV grew by 4.4% and Spanish-language magazines surged by 14.2%, while the U.S. media market as a whole grew by just 0.6%, according to TNS Media Intelligence. Spanish-language newspapers, however, fared no better than their general market counterparts, falling 5.3%, in line with the 5.2% drop for ad spending in the overall newspaper market.
In 2007, Hispanic media ad spending grew by 4.2% while the general market was essentially flat at 0.2% growth, according to TNS. The biggest Hispanic surge was in internet media, up 36.3% in 2007.
Advertising Age’s fifth annual Hispanic Fact Pack includes data about marketers’ 2007 ad spending by company and category, demographic trends, and rankings of top TV, radio, newspaper, magazine and online media. Expanded information on digital media and how it is used by Hispanics is included.
Ad Age’s exclusive ranking of the top 50 U.S. Hispanic agencies for the first time includes non-Hispanic agencies that report a significant amount of Hispanic business.
Most Hispanic agencies had a good year, with only three of the top 25 seeing a drop in revenue.
For marketers, it was a mixed year. Seven of the top 10 Hispanic advertisers cut their budgets in 2007, including double-digit drops by AT&T (-10%) and Verizon Communications (-13%). Further down the ranking, Coca-Cola Co. slashed spending by 48% and PepsiCo by 30%. Other marketers stepped up with new support for the Hispanic market, as insurance companies State Farm and Allstate boosted spending by 91% and 26%, respectively, and Kraft Foods was up by 34% and Toyota Motor Corp. by 17%.
In 2008, Univision Communications continued its legal wrangles with its main program provider, Mexico’s ambitious media giant Grupo Televisa. A U.S. trial to determine the fate of their long-term programming agreement was repeatedly postponed as the two sides tried to negotiate an agreement.
The No. 2 Spanish-language TV network, NBC Universal-owned Telemundo, poached Jacqueline Hernández, publisher of the biggest Spanish-language magazine, People en Español, for the new post of chief operating officer.
-Laurel Wentz
2008 Hispanic Fact Pack
Advertising Age
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