US Hispanic Adspend Up by 14% in 2006

07 May 2007

NEW YORK: Adspend in US Spanish-language media increased 14.4% to $5.6 billion (£2.8bn; €4.1bn) last year, according to Nielsen Monitor-Plus.

The top twenty advertisers in the Hispanic sector - including major players such as Procter & Gamble and McDonald's - accounted for almost a third of the total, and the twenty increased their aggregated annual outlay in the sector by 4.7% year-on-year.

Broadcast Media Partners was the market's biggest spender at around $264m. The company comprises six private investment firms, and recently purchased the US's largest Spanish-language broadcasting network, Univision.

AT&T, the category's third largest advertiser, upped its spend by nearly 70% to $117m, and Verizon also spent 30% more to reach a total of $90m.

Among the rest of the top 20, Coca-Cola invested 65% more than the previous year, and Disney 42%; while by contrast Ford, DaimlerChrysler and General Motors all reduced expenditure.

The main beneficiaries of the six media types analysed by Nielsen were network and local TV, which took over 75% of the category's adspend.

Spot radio, the fastest-growing medium, improved by 30% to a total of $740m, and Spanish-language cable TV stations were up 20.3% to $125m.

National magazines gained 14.7%, posting $143m revenue for the year, while newspapers saw more limited growth of 4.3%, to $110.4 million.

Data sourced from AdWeek (USA); additional content by WARC staff