Hispanic Radio’s Top 10 – 2006 advertisers.

MediaMonitors has just released the Top 10 Hispanic advertiser on Hispanic Radio. Univision Network and TeleFutura Network are two of the Top 10 advertisers. But, we must realize the shortcoming of the MediaMonitors research. They do not take into account dollars spent, but spots that ran.

In other words, Univision Network and TeleFutura ran significant number of spots on their Owned and Operated radio stations, as did Liberman Broadcasting, that equated to the same levels of spots purchased by the other seven advertisers.

The broadcasters did not have to pay to be on their respective O&O stations. On the other hand, Telemundo was in there as a Top 10 Hispanic radio advertisers during many of the weeks during 2006. They had to either purchase or barter for their units. Maybe the broadcast companies should be excluded from this analysis by MediaMonitors. Not a appropriate comparison.

This is the case also in the Nielsen Monitor-Plus, which was used by another trade journal reporting Univision Communications was on track to being the 2006 top advertiser. You need to take into account that they are running spots, but not paying dollars for them. Thus not a fair comparison.

So, we know who the ‘REAL’ Top 7 advertisers in Hispanic Radio are! Who are 11, 12 or 13 to round out the Top 10?