HISPANIC FACT PACK
What’s up (and down) in the U.S. Hispanic market.

AS U.S. AD SPENDING growth virtually ground to a halt in early 2008, the $4 billion U.S. Hispanic market continued to post small but respectable gains.

In the first quarter of 2008, spending on Spanish-language TV grew by 4.4% and Spanish-language magazines surged by 14.2%, while the U.S. media market as a whole grew by just 0.6%, according to TNS Media Intelligence. Spanish-language newspapers, however, fared no better than their general market counterparts, falling 5.3%, in line with the 5.2% drop for ad spending in the overall newspaper market.

In 2007, Hispanic media ad spending grew by 4.2% while the general market was essentially flat at 0.2% growth, according to TNS. The biggest Hispanic surge was in internet media, up 36.3% in 2007.

Advertising Age’s fifth annual Hispanic Fact Pack includes data about marketers’ 2007 ad spending by company and category, demographic trends, and rankings of top TV, radio, newspaper, magazine and online media. Expanded information on digital media and how it is used by Hispanics is included.

Ad Age’s exclusive ranking of the top 50 U.S. Hispanic agencies for the first time includes non-Hispanic agencies that report a significant amount of Hispanic business. Most Hispanic agencies had a good year, with only three of the top 25 seeing a drop in revenue. ...

Visit 2008 Hispanic Fact Pack Download Page

You can download full publication in PDF format.

A comprehensive look at how that's being spent can be found in Advertising Age's fifth-annual Hispanic Fact Pack. The Fact Pack includes data about marketers' 2007 ad outlays by company and category; demographic trends; and rankings of top TV, radio, newspaper, magazine and online media. Expanded information on digital media and how it is used by Hispanics is also included.

Download 2008 Hispanic Fact Pack, Advertising Age

PDF format, 6.4MB.

CONTENTS
ADVERTISING & MARKETING
Hispanic media ad spending growth rates and spending by category . . . . . . . . . . . . . . . . .6
Hispanic ad spending by media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Top 50 advertisers in Hispanic media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-12
Top advertisers in Hispanic newspapers, on the web, TV, radio and magazines . . . . . .14-22
MEDIA
Top Hispanic DMAs by media spending and top 10 TV markets . . . . . . . . . . . . . . . . . . . . .24
Top Hispanic newspapers by ad revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Top Hispanic magazines by ad revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Top web sites by viewers and ad revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30-32
Top prime-time TV programs and networks among Hispanic viewers . . . . . . . . . . . . . .34-35
Top cable programs and networks among Hispanic viewers . . . . . . . . . . . . . . . . . . . . .36-37
Top radio formats and top Spanish-formatted radio stations . . . . . . . . . . . . . . . . . . . . . .38
Average weekly Hispanic media consumption . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
DIGITAL MEDIA USAGE
Internet activities in the last 30 days . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40
Preferred online video destinations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
Top online member communities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42
Keeping up with technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
Mobile data service usage by activity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44
Hispanic mobile user demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45
DEMOGRAPHICS
U.S. Hispanic population by race, projected growth . . . . . . . . . . . . . . . . . . . . . . . . . . .46-47
Top 25 U.S. Hispanic markets by population; population by place of origin . . . . . . . .48-49
AGENCIES & WORK
Best of Show and Ad Age’s Hispanic Creative Advertising Award winners . . . . . . . . . .50-54
Top 50 Hispanic agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56-58

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