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HISPANIC FACT PACK

Top line data on the Hispanic market in the U.S.

NEW YORK (AdAge.com) -- In a sluggish year for the U.S. advertising industry, TNS Media Intelligence cut its 2007 forecast for Spanish-language media spending to 3.7% growth in June from a more optimistic 5.4% at the beginning of the year.

Above general market
But that's still double TNS's 1.7% growth outlook for overall U.S. measured media spending, down from an earlier 2.6% projection, as Hispanic advertising continues to outperform the general market. (TNS's Hispanic figures are for Spanish-language TV, newspapers and magazines and don't include marketers' growing use of English-language media aimed at bilingual and English-speaking Hispanics.)

Advertising Age's fourth annual Hispanic Fact Pack includes data about marketers' 2006 ad spending by company and category, demographic trends, language use and detailed rankings of the top TV, radio, newspaper, magazine and online media.

Top Hispanic agencies
Ad Age also compiled an exclusive ranking of the top 50 U.S. Hispanic ad agencies and the second annual ranking of the top 15 Hispanic media-buying agencies. Multicultural media specialists, accounting for seven of the 15 top media buyers in 2006, are finally gaining on the full-service Latino ad agencies that have continued to dominate Hispanic media buying. This year's Fact Pack includes extensive data about online and mobile activities. Hispanics outpace their general market counterparts in areas like instant messaging and entertainment-related activities such as listening to internet radio and downloading music.

Among the top 50 Hispanic ad agencies, 29 saw double-digit growth in 2006. More than half-26-of the top 50 Hispanic marketers boosted their ad spending by double-digit amounts. Automotive advertising continued to be the biggest category, followed by retail and telecommunications. Thanks to cellphone advertising, telecommunications marketers saw some of the largest spending increases, with AT&T, Verizon Communications and Deutsche Telekom's T-Mobile growing their Hispanic budgets by 116%, 51% and 44%, respectively, in 2006.

$13 billion Univision Acquisition
In the biggest-ever Hispanic media industry sale, private-equity investors completed the $13 billion acquisition of Univision Communications in March 2007. (NBC paid $2.7 billion for the No. 2 Spanish network, Telemundo, in 2002.) In April 2007, Joe Uva joined Univision as CEO from OMD Worldwide, the world's second-largest media agency, where he was president-CEO, in a move expected to help Univision win more ad dollars from major marketers.

By Laurel Wentz Mailed 2007-09-25

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