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Spanish-Language Ad Spend
Increases 2.3 Percent in First Half

Total ad spending in Spanish-language media for the first half of 2007 reached $2.87 billion, up 2.3% over the same period last year, according to Nielsen Monitor-Plus.

Spanish-language cable TV advertising was up 75 percent in the first six months of 2007, compared to the same period last year, thanks in part to the addition of Fox Sports en Espanol.

Without the new sports channel, the cable ad category would still be up 29 percent in Spanish-language spending, writes Mediaweek.

The magazine segment saw ad revenue rise 14.3 percent to $72.7 million. Spanish-language broadcast networks were basically flat, while Hispanic spot TV was up 0.6 percent. Hispanic spot radio was up 1.2 percent.

“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 as the top advertiser, for this time period,” said Brian Lane, senior vice president at Nielsen.

Hispanic newspaper ad revenue was down 0.4 percent.

Auto advertising was the top spender in Hispanic media, followed by wireless phone companies, fast food restaurants and department stores.

GM was the biggest auto spender in Spanish-language media, though it was down 14 percent to $54.1 million. Toyota, up 8 percent to $48 million, and Ford, down 7 percent to $44.4 million, followed.

Procter & Gamble was down 1 percent in Hispanic media, to $82.7 million, while Johnson & Johnson spent $47.4 million (up 12 percent).

Univision Communications was the biggest spender in Hispanic media, spending $105.8 million.

The Nielsen numbers indicate a rise over the $3.8 billion in Hispanic ad spending for all of 2006 reported by Hispantelligence, TNS Media Intelligence and Advertising Age. That study covered Internet spending as well, which it showed at $132 million for the full year.


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