Spanish-Language Ad Spending Grows, Thanks to Cable TV

November 8, 2007

This article is included in these additional categories:

Automotive | Broadcast & Cable | CPG & FMCG | Hispanic | Magazines | Newspapers | Radio | Telecom | Television

Spanish-Language ad spending remains on an upswing, with increases for all monitored media, with the exception of local newspapers – and large gains for Spanish-language cable TV and national magazines, due to increases in media measurement, according to Nielsen Monitor-Plus.

Total ad spending in Spanish-language media for the first half of 2007 reached $2.87 billion – a 2.3% increase over the first half of last year, according to Nielsen’s data.


Spanish-language cable TV spending was up 75.3%, due in large part to Fox Sports en Espanol; national magazine spending was up 14.3%.

“The past couple of years have seen increased growth in ad spend for Spanish-language media, with automotive ranking as the top product category and Univision Communications Inc., the top advertiser for this time period,” said Brian Lane, SVP of client strategy & product management for Nielsen Monitor-Plus.

Top Advertisers


  • With $105.8 million, Broadcast Media Partners Inc. (the parent of Spanish-language media company Univision Communications Inc.) is the largest advertiser across all Spanish-language media.
  • However, non Spanish-language media companies comprise the remainder of the top 10 advertisers for the first half of 2007.
  • Three automakers are in the Top 10, accounting for a total spending of $146.4 million targeted toward Spanish-language media in the first half of this year.
  • Lexicon Marketing Group, a direct response company that sells video-based English-learning programs, increased its ad budget by 61%, with $60 million of Lexicon’s total spending in the first half of this year attributed to Ingles Sin Barreras Recordings.

Top Categories


  • Spending for the top 10 categories on Spanish-Language media reached over $1.1 billion for the first six months of this year.
  • The automotive category had the most spending, at $316 million, more than double the dollar amount of the number two category, wireless telephone services, at $140 million.
  • Verizon ($36 million), AT&T ($33.1 million), and Sprint Nextel ($26.6 million) were the top three wireless telephone service companies.
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