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Hispanic Media and Advertising ‘Fact Pack’ Issued

Spanish-language media spending is forecast to grow 3.7 percent this year, compared with 1.7 percent growth for overall U.S. measured media spending, according to TNS Media Intelligence, writes AdAge, which has released its fourth annual Hispanic Fact Pack.

The 2007 Hispanic Fact Pack consists of data about marketers’ 2006 ad spend by company and category, demographic trends, language use, and detailed rankings of the top TV, radio, newspaper, magazine and online media, writes MarketingCharts.

Among the myriad data in the compilation:

• Among the Top 50 Hispanic ad agencies, as ranked by AdAge, 29 experienced double-digit growth in 2006.
• Some 26 of the Top 50 Hispanic marketers boosted their ad spending by double-digits.
• Automotive advertising remained the biggest category, followed by retail and telecommunications:

• Network/national TV accounted for most of Hispanic media ad spend, followed by local TV and local radio, then national radio:

• The Top 10 advertisers in Hispanic media were Lexicon Marketing, Procter & Gable, AT&T, Univision, General Motors, Verizon, McDonald’s, Sears Holdings, Johnson & Johnson and Ford Motor.
• As a result of cell-phone advertising, telecommunications marketers were among those with the largest spending increases: AT&T, Verizon Communications and Deutsche Telekom’s T-Mobile increased their Hispanic budgets 116 percent, 51 percent and 44 percent, respectively, in 2006.

The entire Hispanic Fact Pack (pdf) is available from the AdAge website.