Spanish-Language Advertising Spend Up 14.4%

May 4, 2007

This article is included in these additional categories:

Automotive | Media & Entertainment | Radio

Total advertising spending for Spanish-Language media reached $5.59 billion in 2006, increasing 14.4% over 2005 levels, according to Nielsen Monitor-Plus. Increases were reported for every medium, with the greatest dollar increase in network TV ($364 million).

Spot radio had the largest increase in terms of growth percentage (nearly 31%), followed by cable television (more than 20%), compared with the previous year.

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With $264.2 million in spending, Broadcast Media Partners (the parent company of Univision as well as various music and video businesses) is the largest advertiser across all Spanish-language media.

Mainstream advertisers make up the remainder of the Top 20, which combined increased ad spending 4.7%. More than half of the advertisers increased Spanish-Language ad spending, ranging from Procter & Gamble’s 5% increase to AT&T’s 69%.

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Collectively, the four automakers on the list (General Motors, Ford, Toyota, and DaimlerChrysler) spent $348 million targeting the Spanish-Language population in 2006.

Coca-Cola increased spending 65%, while their main competitor and the only other soft drink company on the list, PepsiCo, cut back 22%.

Spending for the Top 20 product categories reached $3.7 billion in 2006. The automotive category (combined factory and dealer association advertising) spent the most – $630 million – more than double the second-place category: department stores, which spent $269 million.

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Top 20 Spanish-language radio category ad spend reached $386 million in 2006. Not surprisingly, the number one category was local automotive dealerships, with $56.7 million in spending.

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For the 68 Spanish-Language radio stations that Nelsen Monitor-Plus measures in 21 markets, the top product categories are slightly different from those for all Spanish-language media and include local categories such as nightclubs, bank and mortgage Services, and legal services.

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