Dollars from elsewhere within General Motors' massive advertising appropriation have been switched to boost the auto giant's attack on America's rocketing Hispanic market.
GM's move is triggered by the success of earlier campaigns targeting the Spanish-speaking sector. During this year's first quarter, 17% of GM's total ad budget was spent in Hispanic media, compared with 13% for the same period in 2003.
According to Sonia Green, the carmaker's executive director for Hispanic marketing, this trend will continue through 2004 -- although she was reluctant to specify from which pot the Hispanic dollars have been scooped. She did, however, volunteer that GM's Hispanic market share rose a full 1% at the end of calendar year 2003 versus 2002.
According to an analysis by Santiago Solutions Group, based on adspend data from TNS Media Intelligence/CMR: during 2003 GM spent 5% of its advertising dollars on Hispanic TV and print. This places the Detroit leviathan third in the Hispanic adspend stakes behind Procter & Gamble and Sears Roebuck.
The Association of Hispanic Advertising Agencies has long beefed that marketers devote only around 5% of their ad budgets to the Latino market, which at December 2003 numbered around 35 million, according to the US Census Bureau.
In July 2003, the overall US population hovered in the region of 291 million, putting the Hispanic market at around 12 percent of the total.
Data sourced from: AdAge.com; additional content by WARC staff