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Spanish-Language Ads Climb, African-American Advertising Drops
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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.