 |
| | | | | REPRINTS
|
Ad Spend Up in Hispanic Magazines
September 22, 2006
By Nancy Ayala
Updated 09/22/06
Media Economics Group, a Ft. Lauderdale, Fla.-based agency that monitors multicultural ad spending, released this week the results of advertising in 60 Hispanic magazines, which increased 27.4 percent from August 2005 to August 2006 for an estimated total of $22.7 million. Total ad pages also were up by 5.1 percent to 980.81 last month.
Though a few Hispanic magazines folded last year, Shape en Español, Cristina La Revista, Sears' Nuestra Gente and Fuego, stalwart titles such as Latina and People en Español both had remarkable year-over-year gains and helped propel the total increases in both ad pages and dollars. Latina increased its pages by 82.6 percent and ad dollars rose to 89.3 percent from the same time last year, while People en Español's ad pages were up 60.1 percent with a 78 percent increase in total ad dollars.
From January to August 2006, Procter & Gamble lead the way in total ad dollars spent, reaching $8.746 million. The company also accounted for 396.96 ad pages, according to Media Economics Group's tracking service, Hispanic Magazine Monitor. L'Oreál USA Inc. followed with $6.906 million, with a total 228 ad pages. The remaining Top 10 blue chip companies increasing dollars to their Hispanic media buys include General Motors ($5.918 million; 237.33 ad pages), McDonald's ($3.731; 99.67), Toyota ($3.352; 154), Johnson & Johnson ($3.151; 109.97), Ford Motor Co. ($2.844; 145), Wal-Mart Stores Inc. ($2.553; 101), Unilever PLC/Unilever NV ($2.306; 95.62) and America Sunshine LLC ($1.777; 146.21).
A closer look at media spends in August 2006 shows Unilever at the top of the 10 new brands/campaigns in total ad dollars spent in Hispanic magazines, reaching $524,832, with 16 total ad pages. Clairol "Herbal Essences-Hello Hydration" shampoo/conditioner followed with $247,900 and 12 ad pages. Other notable dollars spent in Hispanic magazines include Hormel Foods "Celebre el Verano" special ad section ($242,900; 7 ad pages), Chevy "Muevete" ($192,941; 4), ConAir "Infiniti Hair Designer" ($163,004; 4); Saturn Aura ($133,447; 4); Wal-Mart "Essenciales de Belleza" SAS ($128,000; 4), CoverGirl "Outlast Double LipShine" ($121,800, 5), Maggi-various ($118,100; 3), Pantene "Pro-V Restoratives" ($112,950. 5).
The personal care, auto and health-care categories have been the standouts in August. New campaigns for the Volkswagen Jetta, Toyota Camry SE, Jeep Compass, Dodge Caliber and the Saturn Aura have helped to boost total spending in August, according to the monitor's analysis, despite the 49.3 percent decrease from the same time last year. Automotive spending in Hispanic titles remains down by 27.7 percent year-to-date.
|
| | | | | REPRINTS
Copyright 2007 Marketing y Medios |
|
 |
|
 |
|
|
|
QuickLinks:
1-click access to topics in this article.
|
|
|
|
|
|
ADVERTISEMENT
|
|
|
