Spanish-Language Ad Spend Increases 2.3 Percent in First Half

Spanish-language cable TV advertising was up 75 percent in the first six months of 2007, compared to the same period last year, thanks in part to the addition of Fox Sports en Espanol.

Without the new sports channel, the cable ad category would still be up 29 percent in Spanish-language spending, writes Mediaweek.

Total ad spending in Spanish-language media was up 2.3 percent, according to Nielsen Monitor-Plus. (See table of Spanish-language ad spending by medium.)

The magazine segment saw ad revenue rise 14.3 percent to $72.7 million, due in part to the addition of ESPN Deportes. Spanish-language broadcast networks were basically flat, while Hispanic spot TV was up 0.6 percent. Hispanic spot radio was up 1.2 percent.

Hispanic newspaper ad revenue was down 0.4 percent.

Auto advertising was the top spender in Hispanic media, followed by wireless phone companies, fast food restaurants and department stores. (See table of top product categories.)

GM was the biggest auto spender in Spanish-language media, though it was down 14 percent to $54.1 million. Toyota, up 8 percent to $48 million, and Ford, down 7 percent to $44.4 million, followed. (See table of top 10 Spanish-language advertisers.)

Procter & Gamble was down 1 percent in Hispanic media, to $82.7 million, while Johnson & Johnson spent $47.4 million (up 12 percent).

Univision Communications was the biggest spender in Hispanic media, spending $105.8 million. That figure was down 34 percent from the same period last year.