Spanish-Language Ads Climb, African-American Advertising Drops

Advertising in Spanish-Language media is growing, according to a new analysis of multi-cultural ad spending conducted by The Nielsen Company.

Total spending in Spanish-Language media climbed 2.7% to $4.3 billion through the first three quarters of 2008, compared to the same period in 2007. Procter & Gamble spent the most on Spanish-Language advertising through September 2008 with $133 million in expenditures. Of the top-10 advertisers in this category, DirecTV stood out with the most growth, spending almost five times as much as it spent through the first three quarters of 2007.

SPANISH-LANGUAGE ADVERTISING
RANK	ADVERTISER	Q1 – Q3 2007 (millions)	Q1 – Q3 2008 (millions)	% CHANGE
1	Procter & Gamble Co.	$118.1	$133.20	13%
2	Broadcasting Media Partners Inc.	$91.9	$90.90	-1%
3	AT&T Inc.	$96.4	$88.80	-8%
4	Lexicon Marketing Corp.	$120.7	$82.50	-32%
5	General Motors Corp.	$76.6	$82.10	7%
6	McDonalds Corp.	$76.1	$80.70	6%
7	Toyota Motor Corp.	$73.0	$77.60	6%
8	Johnson & Johnson	$67.4	$77.20	14%
9	Verizon Communications Inc.	$61.7	$73.80	20%
10	DirecTV Group Inc.	$13.0	$63.60	388%
	Total Top 10	$795.0	$850.30	7%
Source: 2009 The Nielsen Company

The analysis also included a look at spending on African-American media, which dropped 5.3% through the first three quarters of 2008. Procter & Gamble cut its ad spending in the category by 10% compared to 2007, but was still the top advertiser in African-American media with $63.3 million in expenditures through September 2008.

There was some notable spending growth within African-American media. Walmart, the #3 advertiser on the list, expanded its expenditures by 130% over the same time period in 2007. Overall, the top-10 advertisers spent 2% more on African-American media through the first 9 months of 2008 vs. 2007.

AFRICAN-AMERICAN ADVERTISING
RANK	ADVERTISER	Q1 – Q3 2007 (millions)	Q1 – Q3 2008 (millions)	% CHANGE
1	Procter & Gamble Co.	$70.3	$63.3	-10%
2	Johnson & Johnson	$29.1	$33.9	17%
3	Wal-Mart Stores Inc.	$12.0	$27.6	130%
4	General Motors Corp.	$28.8	$26.5	-8%
5	Verizon Communications Inc.	$22.1	$24.7	12%
6	McDonalds Corp.	$28.5	$23.4	-18%
7	PepsiCo Inc.	$17.3	$19.8	14%
8	L’Oreal SA	$19.2	$19.1	-1%
9	U.S. Government	$20.5	$18.7	-9%
10	National Amusements Inc.	$22.7	$18.0	-20%
	Total Top 10	$270.5	$274.9	2%
Source: 2009 The Nielsen Company

Download Nielsen’s full Multi-Cultural Spotlight.