Spanish-Language Ad Spending Remains Strong, Nielsen Reports

November 6 , 2007- New York, NY – 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, the leading provider of competitive advertising information, and a service of Nielsen. 

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.

Medium	Jan-Jun 2006	Jan-Jun 2007	% Change
	($ in millions)
Spanish-Language Network TV	$1,530.6	$1,533.6	0.2
Spot TV	$758.6	$763.4	0.6
Spot Radio	$345.5	$349.8	1.2
National Magazine*	$63.5	$72.7	14.3
Local Newspaper	$52.6	$52.3	-0.4
Spanish-Language Cable TV**	$59.5	$104.3	75.3
Total	$2,810.3	$2,876.1	2.3%
*ESPN Deportes was added in 2007. **Fox Sports en Español was added on 1/1/07. (Excluding this network results in a 29.1%  change)
Source: Nielsen Monitor-Plus

“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.

Top 10 Advertisers Across All Spanish-Language Media	Jan-Jun 2006	Jan-Jun 2007	% Change
	($ in millions)
Broadcasting Media Partners Inc  (Univision Communications Inc.)	$159.9	$105.8	-34
Procter & Gamble Co	$83.5	$82.7	-1
Lexicon Marketing Corp	$50.4	$81.1	61
AT&T Inc	$68.4	$58.9	-14
General Motors Corp	$63.0	$54.1	-14
US Government	$55.3	$50.4	-9
McDonalds Corp	$50.4	$48.0	-5
Toyota Motor Corp	$44.5	$48.0	8
Johnson & Johnson	$42.4	$47.4	12
Ford Motor Co	$47.7	$44.4	-7
Total	$665.4	$620.8	-7
Source: Nielsen Monitor-Plus

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.

Top 10 Spanish-Language Media Product Categories	January-June 2007-$ mil
Automotive (Factory + Dealer Assoc.)	$316.1
Wireless Telephone Services	$140.2
Quick Service Restaurants	$137.6
Department Stores	$96.5
Direct Response Products	$92.9
Automotive Dealerships	$84.2
Direct Response Recordings	$74.7
Audio Recordings	$70.0
Beer	$66.7
Auto Insurance	$49.7
Total	$1,128.7
Source: Nielsen Monitor-Plus

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit www.nielsen.com.

 

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