Spanish-Language advertising rose 14.4%.

Total advertising spending for Spanish-Language media reached $5.59 billion in 2006, increasing 14.4% over 2005, according to Nielsen Monitor-Plus, the global advertising information service of The Nielsen Company. Every medium reported increased growth with the greatest dollar increase seen from Network TV ($364 million). Spot Radio had the largest increase in terms of percent change (31%), followed by Cable Television rising 20% over the year before.

“Advertising on Spanish-Language media continues to show healthy growth across all media, especially in Local Radio, Cable TV, and Network TV,” said Brian Lane, SVP Client Strategy & Product Management for Nielsen Monitor-Plus.

With $264.2 million in spending, Broadcast Media Partners (the parent company of Univision as well as various music and video businesses) is the largest advertiser across all Spanish-Language media. Mainstream advertisers make up the remainder of the Top 20. Overall, the Top 20 advertisers grew 4.7%. More than half of the advertisers experienced increases, ranging from Procter & Gamble adding 5% to their Spanish-Language advertising budget to AT&T growing a substantial 69% last year. Collectively, the four automakers on the list (General Motors, Ford, Toyota, and DaimlerChrysler) spent $348 million targeting the Spanish-Language population in 2006. Coca-Cola increased spending 65%, while their main competitor and the only other soft drink company on the list, PepsiCo, cut back 22%.

Spending for the Top 20 product categories reached $3.7 billion in 2006. The Automotive category (defined as the sum of Factory and Dealer Association advertising) had the most spending at $630 million, more than double the dollar amount of the number two category, Department Stores, spending $269 million. Quick-Service Restaurants follows closely as the third largest category, with $258 million.

For the 68 Spanish-Language radio stations that Monitor-Plus measures in 21 markets, the top product categories are slightly different than those across all Spanish-Language media, including many local categories such as Nightclubs, Bank and Mortgage Services, Concerts, Legal Services, and Political Campaigns. Spending for the Top 20 radio categories reached $386 million in 2006. Not surprisingly, the number one category was Local Automotive Dealerships spending $56.7 million.

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