Nielsen: Spanish-Language ad spending remains strong.
October 7, 2007
Total ad spending in Spanish-Language media for the first half of 2007 reached $2.87 billion, reporting a 2.3% increase over the same time period last year, according to Nielsen Monitor-Plus.
Spanish-Language ad spending continues to be on an upswing with increases reported for all monitored media, with the exception of local newspapers. Spanish-Language Cable TV and National Magazine showed particularly large gains due to increases in media measurement.
“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, Senior Vice President Client Strategy & Product Management for Nielsen Monitor-Plus.
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, representing a total spending of $146.4 million targeted towards 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 their ad budget by 61%, with $60 million of Lexicon’s total spending in the first half of this year is attributed to Ingles Sin Barreras Recordings. The remainder of Lexicon’s budget was distributed among three other brands.
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.
For more information at http://www.nielsen.com
