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FACT
ANIC PACK
2009 Edition Annual Guide to Hispanic Marketing and Media
Published July 27, 2009 © Copyright 2009 Crain Communications Inc.
2009 Hispanic Fact Pack || Advertising Age3
HISPANIC FACT PACK Data on the U.S. Hispanic market from Azteca to Zubi THE U.S.HISPANICmarket eked out 1.9% growth in 2008 to $4 billion in measured media as U.S. ad spending in general fell by 4.1%, but 2009 is a tougher year for everyone. In the first quarter of 2009, spending on Spanish-language TV fell by 15.4%, and print media saw even steeper drops of 20.5% for Spanish-language magazines and 21.6% for Spanish-language newspapers, according to WPP’s TNS Media Intelligence. Overall, TNS reported a 14.2% fall in U.S. ad spending in the first quar-ter of 2009, following a 9.2% decline in the fourth quarter of 2008. Advertising Age’s sixth annual Hispanic Fact Pack includes data about marketers’ 2008 ad spending by company and category, demographic trends, and rankings of top TV, radio, newspaper, magazine, online media and social networking sites. Ad Age’s exclusive ranking of the top 50 U.S. Hispanic agencies shows most shops had a rela-tively good 2008, with just seven posting a drop in revenue. An exclusive ranking of the top Hispanic media agencies reveals one of the anom-alies of the market: Many big Hispanic ad agencies remain full-service shops with media departments that continue to plan and buy media for their clients. Even so, media specialist agencies are making inroads and capturing a growing share of Hispanic media buys. Spending by the top 50 Hispanic advertisers fluctuated last year as telecommuni-cations replaced automotive as the highest-spending category in Hispanic media, climbing by 17.1% on ad budgets from Verizon Communications, AT&T, Sprint Nextel Corp. and Deutsche Telekom’s T-Mobile. Automotive plunged by 20.1% as most automakers slashed their spending in 2008, especially in the fourth quarter. As the plight of newspapers and magazines worsened, the print edition of New York daily Hoy closed, leaving just an Hoy website to compete with New York’s lead-ing Spanish-language newspaper, El Diario La Prensa. Time Inc. at the end of 2008 folded SI Latino, a six-times-a-year Spanish-language spinoff of Sports Illustrated, and Reader’s Digest in June 2009 shuttered its U.S. Hispanic edition, Selecciones. In January 2009, Univision Communications and its main program provider, Mexican media giant Grupo Televisa, negotiated a settlement in mid-trial over long-running disputes regarding a 25-year-long programming agreement that runs until 2017. Televisa got more money, and Univision secured its supply of hit novelas and other shows. Still to come: A federal judge is to decide in summer 2009 whether U.S. digital rights to Televisa programs aired in the U.S. belong to Univision or Televisa. —Laurel Wentz
HOW TO REACH US E-mail: DataCenter@AdAge.com; send mail to Ad Age, 360 N. Michigan Ave. 6th Fl., Chicago, IL 60601. Print edition sales (888) 288-5900; Ad sales (212) 210-0159.
Staff: Kevin Brown, Bradley Johnson, Maureen Morrison, Laurel Wentz. The Hispanic Fact Pack is a supplement to Ad Age, published July 27, 2009. A digital copy is available to subscribers of premium content in the DataCenter at AdAge.com.
4 || Advertising Age2009 Hispanic Fact Pack
CONTENTS ADVERTISING & MARKETING Hispanic media ad spending growth rates and spending by category . . . . . . . . . . . . . . . . .6 Hispanic ad spending by media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Top 50 advertisers in Hispanic media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-12 Top advertisers in Hispanic newspapers, on the web, TV, radio and in magazines . . . .14-19
MEDIA Top Hispanic DMAs by media spending and top 10 TV markets . . . . . . . . . . . . . . . . . . . . .20 Top Hispanic newspapers by ad revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
Top Hispanic magazines by ad revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 Top web sites by viewers and ad spending . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26-28 Hispanic use of social networking sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 Top Spanish-language radio stations and formats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 Hispanic use of electronic media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 Top prime-time TV programs and networks among Hispanic viewers . . . . . . . . . . . . . .32-33 Top cable programs and networks among Hispanic viewers . . . . . . . . . . . . . . . . . . . . .34-35
DEMOGRAPHICS
U.S. population totals and Hispanic population by race . . . . . . . . . . . . . . . . . . . . . . . .36-37 Top 25 counties by Hispanic population growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
U.S. Hispanic population projections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
AGENCIES
Best of Show and Ad Age’s Hispanic Creative Advertising Award winners . . . . . . . . . .40-43
Top 50 Hispanic agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44-45
Top Hispanic media agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
This document, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2009) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or repub lish this document, or the information contained therein, without prior written consent of The Ad Age Group.
JO S E T I L L A N
T HE S E A RE T HE E X PER T S ON L AT I NO YOU T H CULT URE .
T HE Y ’RE DI A LED I N T O T HE S T Y LE S , T RENDS A ND T R A DI T IONS T H AT DEF I NE YOUNG L AT I NOS . T HE Y K NOW T HE A R T I S T S
A ND MUS IC T H AT RE S ON AT E W I T H T HE I R B ICULT UR A L L I F E S T Y LE . T HE Y ’ V E CRE AT ED A T WO -WAY DI A LOGUE T H AT G I V E S YOUNG L AT I NOS A S AY I N CON T EN T DE V ELOPMEN T A ND MUS IC PROGR A MM I NG . T HE Y SPE A K T HE I R L A NGUAGE . T HE Y SPE A K T HE I R CULT URE . T HE Y SPE A K T R 3S .
m t v t r 3 s . c o m
F O R M O R E I N F O R M AT I O N O N H O W T O S P E A K T R 3 S
,
C O N TA C T L U I S A FA I R B O R N E @ 2 12 - 8 4 6 - 3 6 8 2 | L U I S A . FA I R B O R N E @ M T V S TA F F. C O M
6 || Advertising Age2009 Hispanic Fact Pack
ADVERTISING & MARKETING HISPANIC MEDIA AD SPENDING GROWTH RATES Versus all U.S. measured media ad spending growth, 2003 to 2008
2003
2004
2005
2006
U.S. Hispanic media All U.S. media
3.0%
3.8%
6.1%
6.8%
10.8% 9.8%
10.8%
13.3%
2 20072.%.0%4 20081.4%19.-% PERCENT CHANGE Hispanic media data from HispanTellige e, research arm of Hispanic Business, based on input from TNS Media Intelligence, media industry experts, advertising agencies and public ecords. All U.S. media data from TNS Media Intelligence. AD SPENDING B CATEGORY IN HISPANIC MEDIA U.S. GROSS MEASURED ADVERTISING SPENDING RANK CATEGORY 2008 2007 % CHG 1Telecommunication internet services and ISP$659,817$563,515 17.1 2Retail612,428589,716 3.9 3Automotive571,431714,868 -20.1 4Restaurants304,138281,188 8.2 5Food, beverages an candy297,874302,638 -1.6 6General services280,942248,809 12.9 7Personal care263,981229,714 14.9 8Movies, recorded video and music252,993274,131 -7.7 9Insurance205,135154,274 33.0 10Medicine and remedies169,266203,564 -16.8 Dollars in thousands. Media from TNS Media Intelligence represents combined totals for TV from TV and cable networks, and Spani sh-language spot TV stations; print from Spanish-language magazines (including PIB-monitored Spanish-language magazines) and Span ish-language newspapers and Hispanic websites. Categories aggregated by Ad Age. Only the top 10 are shown.
123.8
0.25
524.1
0.19
221.3
0.98
0.05
0.20
707.4
707.0
186.2
221.8
124.0
529.2
$1,807.3 $1,733.9$1,789.4 1.00%
National newspapers(excl. classified) Local newspapers(excl. classified) Internet
U.S. ADVERTISING SPENDING IN HISPANIC MEDIA 2008 2007 % CHG 2006
TV$2.51B
HISPANIC MEDIA AD SPENDING Net U.S. measured media ad spending
8| Advertising Age |2009 Hispanic Fact Pack
RANK MEDIUM 1Network/national TV 2Local TV 3National radio 4Local radio
25.40
4.34
110.6
0.79
86.9
115.4
225.5
179.9
4,003.7
3,927.9
1.93
3,768.7
MEDIUM
OUT-OF-HOME$87M MAGAZINE$115M INTERNET$226M NEWSPAPER$310M RADIO$751M
2.2% 2.9% 5.6% 7.7%
62.8%
AUDITED 2008
Dollars in millions. Data from HispanTelligence, the research arm of Hispanic Business. National totals based on input from TNS Media Intelligence, media industry experts, advertising agencies and public records. Figures are net (media-retained) ad expenditures .
GROSS PRINT MEDIA AD REVENUE U.S. advertising revenue for Hispanic print media, including classified
Newspapers1$909 834 827 144$1,117 -18.6 Magazines352 34 521 556391 -10.0 Other23260 -46.7 526 576 3 Total1,293 1,924 1,916 1811,568 -17.5 Dollars in millions. Data from Latino Print Network. 1) Includes classified advertising. 2) Other includes annuals, catalogs, journals, newsletters and yellow pages. Numbers includes Puerto Rican publications as well as Mexican border publications with U.S. circu lation.
7 8 9
GROSS ADVERTISING SPENDING PUBLICATIONS COUNTED 2008 2007 % CHG 2008 2007
690.1
214.3
Magazines Out-of-home Total
5 6
182.0
185.7
511.7
120.7
86.2
132.0
100.2
83.9
18.8%
9 10 11
Walt Disney Co.
8
Toyota Motor Corp. DirecTV Group State Farm Mutual Auto. Ins. Co.
7
Broadcasting Media Partners(Univision)
6
General Motors Co.
5
Johnson & Johnson
4
McDonald’s Corp.
Verizon Communications
22
Ford Motor Co.
23
J.C. Penney Co.
19 20
Target Corp.
21
Children International
16
17
18
America Directo Nissan Motor Co.
SABMiller
Deutsche Telekom
TVAtlas.com
15
78,342 75,313 66,878 61,352 59,769 59,612 58,172 52,584 52,268
88,851
Sprint Nextel Corp.
52,168 52,149 49,711 48,648 47,040 46,528
93,930
94,300
90,869
92,978
TOP ADVERTISERS IN HISPANIC MEDIA: 1 TO 25 By measured U.S. media spending
14
101,995
10 || Advertising Age2009 Hispanic Fact Pack
Walmart Stores
Sears Holdings Corp.
13
12
RANK MARKETER
2008 AD SPENDING
% CHG
$183,720
3
AT&T
1Procter & Gamble Co. 2Lexicon Marketing Corp.(Inglés sin Barreras)
-36.5 -8.0
27.8
138,588 109,411
15.4
-6.7
-18.8
4.7
21.3
-13.8 47.2
NA
8.3
NA NA 12.7 -23.4 -10.1 12.1 -9.9 5.1 -5.1 -0.6
25Allstate Corp.46,221-1.6 Dollars in thousands. Media from TNS Media Intelligence and represent the sum of broadcast TV and cable networks, Spanish-langu age magazines (including four PIB-monitored Spanish-language magazines), Spanish-language newspapers and Spanish-language spot TV and Spanish-language websites. Ranking continues on Page 12. Percent change is computed from 2007 data.
24
-32.9
12.1
44,266
44,181
$44,895
39,780
Ad Sales: Carlos San Jose, 312 .899.4071 Source: *RADAR 100, March 2009, Hispanic Persons 12+ and Arbitron Nationwide, DMA, Persons 12+ **Arbitron Nationwide, Fall 2008, Hispanic DMA
39,943
39,802
34,812
35,179
34,125 31,605
34,151
30,901
31,516
7.1
24.6
39,585
18.4
37,879
38,357
35,931
37,560 36,499
35,725
35,775
NA
Presence intop Hispanic marketsincluding 9 of the Top 10 Hispanic Markets**
Access over146 stationsin the US**
26L’Oréal
27Chrysler Group
28Nestlé
29Cre-C
30General Mills
5.3
27.4
-7.4 -15.4 -6.3 52.8 52.7 75.5 28.8 37.5 27.5 34.1
2008 AD SPENDING
TOP ADVERTISERS IN HISPANIC MEDIA: 26 TO 50 By measured U.S. media spending
RANK MARKETER
8.9
NA
32Anheuser-Busch InBev
31U.S. Government
Consolidated Credit Counseling
Dish Network
SC Johnson
Macy’s
Heineken
Mars
Grupo Televisa
37
38
39
40
41
42
43
49Unilever
50Lowe’s Cos.26,862-9.3 Dollars in thousands. Media from TNS Media Intelligence and represent the sum of broadcast TV and cable networks, Spanish-langu age magazines (including four PIB-monitored Spanish-language magazines), Spanish-language newspapers and Spanish-language spot TV and Spanish-language websites. Percent change is computed from 2007 data.
27,009
26,915
48Clorox Co.
27,169
46Filtramax
47Hyundai Motor Co.
Committed tohi prholyv isdoinugg thht-ea fbteers tH icsopvaenriacg leis taennde ra.ccess to the g
44Bally Total Fitness Holdings Corp. 45News Corp.
% CHG 6.4
Reaching over8.9 million Hispanicsin an average week*
91.5
31.3 -
33Honda Motor Co.
34Yum Brands 35Home Depot 36Olympia
-7.7
-38.8
12 || Advertising Age2009 Hispanic Fact Pack
-49.8
14 || Advertising Age2009 Hispanic Fact Pack
TOP 25 ADVERTISERS IN HISPANIC NEWSPAPERS By measured U.S. newspaper ad spending
RANK MARKETER
1Verizon Communications
2Interbond Corp. of America
3 4
5
6
7
8
9
Gobierno del Estado/Chihuahua JPMorgan Chase & Co.
Bank of America Corp.
Skyland Communications
Macy’s
Sears Holdings Corp.
Broadcasting Media Partners(Univision)
2008 AD SPENDING
$6,085
5,651
3,584
3,427
3,350
3,252
2,689
2,627
2,483
% CHG
95.5
6.8
11.1
82.4
31.2
NA
-16.3
-13.7
13.1
10Target Corp.2,4758.5 11Best Buy Co.2,432-5.5 12Rooms To Go2,363-16.6 13State Farm Mutual Auto. Ins. Co.2,342NA 14Home Depot1,644-30.4 15Humana1,633-2.8 16General Motors Co.1,5452.8 17Wells Fargo & Co.1,514NA 18Publix Supermarkets1,45417.8 19Dish Network1,446NA 20General Electric Co.1,279-0.6 21Bankrate1,194-16.5 22Walt Disney Co.1,166-10.1 23Citigroup1,04760.2 24Grupo Medlegal1,04139.7 25Nissan Motor Co.9467.0 Dollars in thousands. Measured newspaper ad spending from TNS Media Intelligence. Percent change is computed from 2007 data. Automotive dealers and associations are excluded.
2009 Hispanic Fact Pack || Advertising Age15
TOP 10 ADVERTISERS ON HISPANIC WEB SITES By measured U.S. web ad spending on Spanish-language sites RANK MARKETER 2008 AD SPENDING
% CHG
1Broadcasting Media Partners(Univision)$9,463-55.3 2Sprint Nextel Corp.2,613-43.6 3CareerBuilder2,3086.4 4IAC/InterActiveCorp2,280-10.1 5Experian Group2,152NA 6Verizon Communications1,931-34.9 7Grupo Televisa1,801NA 8Los Angeles Auto Show1,769-59.1 9Hispanic Credit Solutions1,367-3.3 10L’Oréal1,29760.3 Dollars are in thousands. Measured web ad spending from TNS Media Intelligence. TNS monitors 44 Hispanic sites. Excludes paid s earch and broadband video. Percent change is computed from 2007 data.
% CHG
RANK MARKETER 2008 AD SPENDING 1Broadcasting Media Partners(Univision)$23,646 2Verizon Communications10,215 3AT&T9,198 4McDonald’s Corp.9,145 5U.S. Government7,794 6Home Depot7,785 7Anheuser-Busch InBev6,583 8J.C. Penney Co.6,481 9Toyota Motor Corp.6,374 10State Farm Mutual Auto. Ins. Co.6,245 Dollars in thousands. Measured radio ad spending from Nielsen Co. Percent change is computed from 2007 data.
24.5 1.3 10.9 2.0 94.1 49.9 -8.1 3.6 -17.4 NA
16 || Advertising Age2009 Hispanic Fact Pack
2008 AD SPENDING
RANK MARKETER
TOP 25 ADVERTISERS ON SPANISH-LANGUAGE SPOT TV By measured U.S. spot TV ad spending
TOP 10 ADVERTISERS ON HISPANIC SPOT RADIO By measured U.S. Spanish-language ad spending
10,865
11,448
12,056
12,753
13,209 12,918
14,549
15,004
21,137 17,908 17,642
NA
$74,693
8,166
8,782
9,494 8,826
10,702
-18.8
35.1 -29.1 -26.0
37.6
-0.3
24Vacations Only
54.3 87.1 30.7 32.5 1.3 9.8 NA 13.0 -57.7 -3.0
7,970
8,083
25,217
24,391
27,891
61,463
22.6
51.6
-9.4
-2.7
13Famsa
14Honda Motor Co.
22Empire Today
21Grupo Televisa
19Ventura Entertainment Enterprises 20Buenavida Enterprises
18Cablevision Systems Corp.
15Rooms To Go
16Jack in the Box
NA
-26.1
7,823
25General Motors Co.7,804-47.5 Dollars are in thousands. Measured spot TV ad spending from TNS Media Intelligence. Percent change is computed from 2007 data. Automotive dealers and associations and political advertising are excluded.
2009 Hispanic Fact Pack || Advertising Age17
23JPMorgan Chase & Co.
17.9
% CHG
Ford Motor Co.
5
Toyota Motor Corp.
6
1DirecTV Group
2AT&T
Verizon Communications Nissan Motor Co.
3 4
Yum Brands
9
10McDonald’s Corp. 11Dish Network 12Time Warner Cable
17State Farm Mutual Auto. Ins. Co.
Broadcasting Media Partners(Univision)
7
Chrysler Group
8
44,163
41,994
52,109
51,943
56,128
55,869
49,424
46,546 44,849
51,903
49,789
TOP 25 ADVERTISERS IN HISPANIC MAGAZINES By measured U.S. magazine ad spending
2009 Hispanic Fact Pack || Advertising Age19
57,452
60,710
61,579
63,145
7Toyota Motor Corp.
8Walmart Stores
9Broadcasting Media Partners(Univision)
10State Farm Mutual Auto. Ins. Co. 11Sears Holdings Corp. 12Sprint Nextel Corp.
4General Motors Co.
5McDonald’s Corp.
6Verizon Communications
39,834
40,069
21J.C. Penney Co.
13America Directo 14TVAtlas.com 15SABMiller 16Walt Disney Co. 17Deutsche Telekom 18AT&T 19Children International 20Allstate Corp.
18.2 -35.5 22.5 12.3 7.2 20.7 7.9 10.2 -3.4 98.6 -25.7 34.0 0.0 -5.2 -4.1 -13.0 5.7 -26.0 89.3 4.1 12.7 NA NA NA 51.6
25Target Corp.37,993 Dollars in thousands. Measured ad spending from TNS Media Intelligence for Spanish-language TV and cable networks. Percent change computed from 2007 data.
22Nestlé 23Cre-C 24General Mills
38,058
1Procter & Gamble Co.$165,269 2Lexicon Marketing Corp.(Inglés sin Barreras)138,198 3Johnson & Johnson82,600
76,507
74,474
64,448
TOP 25 ADVERTISERS IN NAT’L SPANISH-LANGUAGE TV By measured U.S. ad spending on broadcast and cable networks
% CHG
2008 AD SPENDING
RANK MARKETER
18 || Advertising Age2009 Hispanic Fact Pack
RANK MARKETER 2008 AD SPENDING % CHG 1Procter & Gamble Co.$15,61110.3 2L’Oréal12,0277.4 3Johnson & Johnson10,19215.1 4General Motors Co.5,911-30.4 5U.S. Government4,54643.0 6McDonald’s Corp.4,54618.8 7State Farm Mutual Auto. Ins. Co.4,24290.7 8Time Warner4,03612.4 9Grupo Televisa4,034NA 10Walmart Stores3,927NA 11Clorox Co.3,53913.0 12Berkshire Hathaway3,390-12.6 13Toyota Motor Corp.3,261-1.0 14Walt Disney Co.2,791NA 15Mosaico2,535-2.6 16Kimberly-Clark Corp.2,5173.3 17Intima2,42820.1 18Coty (JAB Investments)2,36322.4 19Target Corp.2,35110.7 20Nestlé2,14792.6 21Ford Motor Co.2,144-17.8 22J.C. Penney Co.2,04623.5 23Kraft Foods2,036-41.9 24Unilever1,85818.8 25Mattel1,780-2.5 Dollars in thousands. Magazine ad spending from TNS Media Intelligence includes two media classifications: Spanish-language mag azines and PIB-monitored Spanish-language magazines. Percent change is computed from 2007 data.
20| Advertising Age |2009 Hispanic Fact Pack
MEDIA TOP HISPANIC DMAS BY MEDIA SPENDING For Spanish-language outlets in 2008, by estimated gross expenditures in millions RANK MARKET TOTAL % CHG TV RADIO PRINT
1Los Angeles$651.540.94 $357.69 $191.42 $102.43 2Miami-Fort Lauderdale302.78 66.89-0.71 132.58 103.31 3New York262.68 93.17 55.290.77 114.22 4Houston137.82 9.760.84 64.08 63.98 5Chicago128.201.10 52.24 48.21 27.75 6San Francisco-Oakland-San Jose86.10 6.401.10 47.57 32.13 7Dallas80.291.11 39.34 31.88 9.07 8San Antonio64.61 4.740.91 24.06 35.81 9Phoenix63.810.87 30.29 15.48 18.04 10San Diego55.530.49 29.55 20.09 5.89 Top 10 total1,833.360.64 891.62 635.48 306.26 Dollar estimates in millions for designated market areas based on information supplied by Spanish-language TV, radio and print outlets. Numbers are rounded. Data from HispanTelligence, the research arm of Hispanic Business. Percent change computed from 2007 data .
TOP 10 HISPANIC LOCAL TV MARKETS RANK MARKET HISPANIC TV HH TOTAL TV HH
HISP. % OF ALL*
1Los Angeles1,854,8105,647,440 32.8% 2New York1,242,1607,391,940 16.8 3Miami-Fort Lauderdale658,4901,536,020 42.9 4Houston549,8902,050,550 26.8 5Dallas-Fort Worth488,1502,435,600 20.0 6Chicago485,2703,469,110 14.0 7San Antonio382,990792,440 48.3 8Phoenix(Prescott)381,1801,802,550 21.1 9San Francisco-Oakland1377,7302,419,440 15.6 10Harlingen, Texas2291,220338,550 86.0 Data from Nielsen Hispanic Station Index. *Estimates as of Jan. 1, 2009. 1) Includes San Jose. 2) Harlingen, Weslaco, Brownsville and McAllen, Texas.
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