Who’s Advertising to Hispanics Online?

May 9, 2013

This article is included in these additional categories:

Automotive | CPG & FMCG | Digital | Hispanic

MediaEconGroup-Top-10-Advertisers-on-Hispanic-Websites-in-Q1-May2013Media Economics Group has released a list of the top advertisers on Hispanic websites during Q1 2013, revealing that Procter & Gamble (P&G) and Toyota were by far the leading advertisers, neck and neck with 6.78% and 6.74% share of ad occurrences, respectively. According to Nielsen, P&G was the biggest spending advertiser in the US last year, with Toyota in the fourth spot. However, AT&T and General Motors, which were the second- and third-largest spenders last year in the US, didn’t make the top 10 list for Hispanic advertisers in Q1. Rounding out the top 5 advertisers on Hispanic websites were Ford (2.99% share of occurrences); State Farm (2.93%); and Nissan (2.46%).

The top 10 advertisers on Hispanic websites in Q1 came from 6 different industry categories. Auto (Ford, Nissan, and Toyota) and consumer products and supplies (Clorox, General Mills, Procter & Gamble) were the most heavily represented industries.

The researchers note that of the 1,957 companies that advertised on the Hispanic websites analyzed, the top 10 accounted for 31.2% of all ad occurrences.

Other Findings:

  • Limiting the analysis to companies using Spanish-language (or English/Spanish) advertising on Hispanic websites, the Media Economic Group data shows that P&G’s leading share rose to 9.87%, with Toyota hot on its heels with 9.84% share.
  • Nissan moved into the 4th spot among Spanish-language advertisers, leapfrogging State Farm, while General Mills jumped 2 spots to #7 and the Walt Disney Company dropped from #8 to #10.
  • The top 10 Spanish-language advertisers combined to account for 44.3% of all such ad occurrences, with each over-indexing in Spanish language advertising.
  • Multi-brand campaigns for Toyota took top billing when looking at the leading brands/campaigns, with 4.98% share, followed by campaigns for Nissan Sentra (2.35%) and Hidden Valley Ranch Salad Dressing (1.83%).
  • While MLB’s “World Baseball Classic” was in the fourth spot on the list of top brands/campaigns, it fell out of the top 10 when looking solely at Spanish-language brands/campaigns.

About the Data: The Media Economics Group rankings do not include mobile websites. Language refers to the language used in the ad itself. This can be English, Spanish, English/Spanish (any combination of word from both languages in the same ad), Other (Portuguese, etc.), None (no ad copy other than brand, trademark, or advertiser name).

45th Parallel Design Ad

Explore More Charts.

Pin It on Pinterest

Share This