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 | ||||
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[...] almost five times as much as it spent through the first three quarters of 2007. …more at Spanish-Language Ads Climb, African-American Advertising Drops | Nielsen Wire, published 29 Jan [...]
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