Insights

Multi-Cultural Ad Spending Sees Declines in First Half of 2009
Article

Multi-Cultural Ad Spending Sees Declines in First Half of 2009

A new analysis of multi-cultural advertising indicates that ad spending in Spanish-Language media for the 12-month period of July 2008 to June 2009 was over $5.5 billion, a 6.3 percent decline over the previous 12 months. Over the same time period, African-American ad spending fell 9.6% to $1.8 billion.

Automotive was still the largest spending product category  for Spanish-Language media ($381.7 million), despite a 40 percent cut in spending compared to the previous 12 months. Wireless Telephone Services (+4.8%), Quick Service Restaurants (+10.1%) and Direct Response Products (+18.1%) each saw an increase in Spanish-Language ad spend and fell within the top five product categories.

TOP 5 SPANISH-LANGUAGE MEDIA AD SPENDERS, PRODUCT CATEGORIES

RANK PRODUCT CATEGORY Q308-Q209 (millions) Q307-Q208 (millions) CHANGE
1 Automotive (Factory & Dealer Associations) $381.7 $640.6 -40.4%
2 Wireless Telephone Services $334.8 $319.5 4.8%
3 Quick Service Restaurant $322.8 $293.1 10.1%
4 Department Stores $291.2 $299.6 -2.8%
5 Direct Response Products $234.3 $198.3 18.1%
Source: The Nielsen Company 2009

Automotive’s African-American media budget saw a 33.5 percent plunge compared to the previous 12 months, even as it continued to top all other product categories. Quick Service Restaurants (-6.4%), Department Stores (-20.1%), Motion Pictures (-20%), and Wireless Telephone Services (-16.7%) rounded out the top five African-American ad spenders, despite each chopping their ad budgets.

TOP 5 AFRICAN-AMERICAN MEDIA AD SPENDERS, PRODUCT CATEGORIES

RANK PRODUCT CATEGORY Q308-Q209 (millions) Q307-Q208 (millions) CHANGE
1 Automotive (Factory & Dealer Associations) $82.6 $124.2 -33.5%
2 Quick Service Restaurants $72.4 $77.4 -6.4%
3 Department Stores $62.3 $78.0 -20.1%
4 Motion Picture $53.3 $66.7 -20.0%
5 Wireless Telephone Svcs $50.6 $60.7 -16.7%
Source: The Nielsen Company 2009

Download Nielsen’s full report on Multi-Cultural ad spending.