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P&G, L’Oreal, GM Top Multicultural Advertisers

The top 100 advertisers in multicultural magazines spent a total of $413.7 million in 2006 to reach African American and Hispanic readers, according to Media Economics Group. On average, these advertisers spent nearly two-thirds (64.8 percent) of their multicultural budgets in African American magazines with the balance spent in Hispanic magazines.

Some advertisers, however - such as JC Penney, Fruit of the Loom, Hyundai North America, Cingular Wireless, Sears Roebuck, Sara Lee, McDonald’s and Unilever - spent the bulk of their share in Hispanic magazines rather than in African American magazines.
The top five advertisers in African American and Hispanic magazines in 2006 were: Procter & Gamble ($46.5 million), L’Oreal USA ($24.7 million), General Motors ($24.1 million), Clorox Company ($13.6 million), and Ford Motor Company ($13.6 million).

The bottom five (among the top 100) in terms of total multicultural magazine spending in 2006 were: Burger King ($1,321,287), Walt Disney ($1,339,986), JC Penney ($1,341,350), BellSouth Corporation ($1,343,881), and Heineken USA, Inc. ($1,362,415).

These estimates are based on an analysis of the nearly 100 multicultural magazines tracked by Media Economics Group’s BlackMagazineMonitor and HispanicMagazineMonitor competitive intelligence services.