PDF file - Contacto Magazine

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11%
Hispanic media
spending growth
in 2012
2012 ad spending in
Hispanic media
$8B
$246
MILLION
Procter & Gamble’s
2012 Hispanic
measured-media
spending
26%
28
Median age of U.S.
Hispanics, vs. 37
for overall U.S.
population
Percentage of U.S.
population under age
five that is Hispanic
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HISPANIC FACT PACK 2013
10 YEARS OF BIG CHANGE
U.S. marketing, media, demographics and agencies
Welcome to Ad Age’s 10th annual Hispanic
Fact Pack, and all the changes a decade has
brought in marketing to Hispanic consumers.
In our inaugural Hispanic Fact Pack, we
reported that 2003 U.S. Hispanic media spending totaled $2.8 billion. That nearly tripled to
$7.9 billion in 2012 (Page 6). And Hispanic internet display spending, now at $431 million,
wasn’t even measured a decade ago.
Many of the players are still the same—
Procter & Gamble Co. is the most important
U.S. Hispanic advertiser, spending $246.2 million in 2012 (Page 8)—up from $169.8 million in
2003—and Univision remains the biggest
Spanish-language media group. But the game is
very different.
In the last decade, the fastest growth in the
U.S. Hispanic market has shifted from foreignborn immigrants to U.S.-born Hispanics, and that
is reflected in media and marketing. New
Hispanic media properties, for instance, increasingly target bilingual and English-speaking millennials. Univision and Walt Disney Co.’s ABC are
partnering to launch English-language cable
news channel Fusion in the second half of 2013;
Univision also is an investor in El Rey Network,
an English-language cable channel in the works
from filmmaker Robert Rodriguez. In print,
Hearst Corp.’s English-language Cosmopolitan
for Latinas will publish four issues this year.
Marketers are increasingly considering
Hispanics’ tastes and seeing them become preferences in the general market, too. It’s no coincidence that the 25 largest Hispanic advertisers
now include General Mills and Mars Inc., neither of which was in that ranking a decade ago.
Hispanic-owned Goya is partnering with Hero
AG’s Beech-Nut in a national rollout this sumADVERTISING AGE
mer of Beech-Nut Goya baby food, a line of
Latin flavors and combinations that reflects
today’s demographics: One-fourth of U.S. births
are to Hispanics, who typically buy more baby
food than do other groups.
Only five of this year’s 10 biggest Hispanic
agencies (Page 38) were in the top 10 a decade
ago—Bravo
Group,
Lopez
Negrete
Communications, Alma, Zubi and Dieste. One
former top 10 agency, WPP’s Mendoza Dillon &
Asociados, has disappeared through mergers;
it’s now part of WPP’s Bravo. Newcomers
include fast-growing LatinWorks, now the thirdbiggest Hispanic shop (from No. 16 in the 2004
edition and No. 5 last year), and Conill, ranked
No. 5 from No. 13 a decade ago.
In mid-2013, Miami boutique agency Concept
Café closed after 12 years, and the Coral Gables,
Fla., headquarters of Accentmarketing is in the
process of closing. Accentmarketing, which is 49%
owned by Interpublic Group of Cos., continues to
operate a small office in West Hollywood, Calif.,
reporting through Interpublic’s Axis Agency.
Specialist media-buying agencies were slow
to move into the U.S. Hispanic sector, and unlike
in the general market, some of the biggest
Hispanic shops are still full-service ad agencies
with media departments. For the first time, the
five biggest Hispanic media agencies are specialist shops, but half of the 16 media agencies with
more than $3 million in media-services revenue
are full-service Hispanic agencies (Page 42).
In agency honors, LatinWorks was Ad Age’s
Multicultural Agency of the Year and La
Comunidad won a spot on Ad Age’s Agency A-List
(Page 41). Both agencies were awarded at the
Cannes Lions festival in June 2013, along with
Alma, Grupo Gallegos and Lapiz. —LAUREL WENTZ
JULY 22, 2013 • 3
We’re the ones that make those butterflies
in your stomach nervous.
be bold. beBravo.com
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HISPANIC FACT PACK 2013
INSIDE
NMARKETINGN
P. 6I
NDEMOGRAPHICSN
P. 34I
Hispanic ad spending by medium
Population
Hispanic media ad spending growth rates
Spending by medium
U.S. population totals
Hispanic discretionary spending
P. 8I
P. 36I
Largest advertisers
Average time spent by online Hispanics
Largest spenders in Hispanic media, including
magazines, newspapers, TV, radio and internet
On media-related activities
NMEDIAN
P. 18I
Language preferences
Purchase plans
Via device by category
NAGENCIESN
P. 38I
For Hispanic adults
Largest Hispanic agencies in 2012
Top 10 U.S. TV markets
By U.S. revenue from Hispanic activities
By Hispanic TV households
P. 41I
P. 20I
TV and cable programs
Award-winning Hispanic agencies
Eight Lions won at Cannes Festival
Ranked by ratings and shown by language
Largest media properties
TV and cable networks, magazines, newspapers,
social networks, websites, mobile phone use,
online ad networks, radio
HOW TO REACH US
Advertising Age’s Hispanic Fact Pack 2013
was published July 22, 2013.
Email: [email protected].
Send mail to: Ad Age DataCenter
150 N. Michigan Ave., Ste. 1737
Chicago, IL 60601
P. 42I
Largest Hispanic media agencies in 2012
By estimated U.S. revenue from Hispanic activities
Additional copies: Order print copies at
[email protected] or by calling 1-877-320-1721;
for readers outside the U.S., 1-313-446-0450. Digital edition available free online at AdAge.com/trend-reports through Aug. 21;
available for $29 after that.
Staff: Kevin Brown, Bradley Johnson, Catherine Wolf,
Shawna Lent, Laurel Wentz and Amanda Murphy.
Ad sales: (212) 210-0159.
This document, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2013) and is
for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without prior written consent of The Ad Age Group.
ADVERTISING AGE
JULY 22, 2013 • 5
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HISPANIC FACT PACK 2013
Hispanic media spending growth rates
Versus all U.S. measured-media ad spending growth, 2003 to 2012
Percent change
13.3%
20%
U.S. Hispanic
measured media
6.1%
11.1%
All U.S.
measured media
-8.6%
-10
2003
2004
2005
2006
2007
2008
3.2%
-10.2%
2009
2010
2011
2012
Sources: All U.S. media data from Kantar Media. Hispanic data for 2009 through 2012 are Ad Age DataCenter estimates (see chart below). Hispanic media data
from 2003 through 2008 from HispanTelligence, research arm of Hispanic Business, based on input from Kantar Media, media industry experts, advertising
agencies and public records.
Hispanic major media ad spending in 2012
Gross U.S. ad spending. Dollars in millions
U.S. ADVERTISING SPENDING IN HISPANIC MEDIA
2012
2011
% CHG
MEDIUM
Network TV
Spot TV
Cable TV networks
$4,206
$3,491
20.5%
1,323
1,237
6.9
PERCENT OF TOTAL
2012
2011
52.9%
48.8%
16.7
17.3
246
227
8.3
3.1
3.2
5,775
4,955
16.5
72.7
69.3
Newspapers
683
702
-2.7
8.6
9.8
Magazines
294
365
-19.5
3.7
5.1
Subtotal TV 1
Other print
39
47
-17.0
0.5
0.7
1,016
1,113
-8.7
12.8
15.6
Spot radio 3
725
666
8.9
9.1
9.3
Internet
431
420
2.5
5.4
5.9
$7,946
$7,154
100.0
100.0
Subtotal print 2
4
Total
11.1%
Totals by media are gross ad revenue. Sources: 1. TV data are measured media from Kantar Media (kantarmediana.com). Excludes ad spending for Univision
Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank.
2. Print data from Latino Print Network. Newspapers include classified. Other print includes annuals, catalogs, journals, newsletters and yellow pages. Print
includes Puerto Rican publications as well as Mexican border publications with U.S. circulation. Kantar Media also measures Hispanic newspapers and
magazines. 3. Spot radio data from Nielsen (nielsen.com). 4. Internet data are Ad Age DataCenter estimates of internet display advertising.
Kantar Media monitors Spanish-language websites.
6 • JULY 22, 2013
ADVERTISING AGE
MORE WAYS TO WIN THE HISPANIC FAN
MORE PLATFORMS, MORE SPORTS, IN ANY LANGUAGE
20M HISPANIC FANS
A WEEK
WATCH, LISTEN, READ OR
LOG-ON TO ESPN MEDIA
JOHN FITZGERALD
10+ HOURS
A WEEK
TIME SPENT BY HISPANIC
FANS W/ ESPN MEDIA
VP MULTIMEDIA SALES ESPN DEPORTES
20M HISPANIC FANS
A QUARTER
4
CONSECUTIVE YEARS
HIGHEST-RATED &
MOST-WATCHED
[email protected] WWW.ESPNDEPORTESSALES.COM
Sources: GFK, ESPN All Day, Every Day Fall 2012, 18.7 million Hispanic P13-64; Nielsen, 4Q12, Hispanic P2+, AA reach with 1+ minute
X\HSPÄLYSP]LZK:WVY[ZJLU[LYVU,:75,:75+,769;,:,:75,>:,:75,:75<"5PLSZLU5/0/*@ OPNOLZ[YH[LK
:WHUPZO*HISL:WVY[Z5L[^VYRIHZLKVUWYVQLJ[PVUZJVTWHYPUN,:7+.63HUK-6?+4:\HTHT//SP]LZK
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HISPANIC FACT PACK 2013
50 largest spenders in Hispanic media
Companies ranked by U.S. measured-media spending
RANK
U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS)
2012
2011
% CHG
MARKETER
1
Genomma Lab International
$255,635
$10,204
NA
2
Procter & Gamble Co.
246,232
220,593
11.6
3
T-Mobile US
109,785
83,862
30.9
4
McDonald’s Corp.
107,736
114,167
-5.6
5
Verizon Communications
93,715
114,616
-18.2
6
AT&T
92,500
111,067
-16.7
7
L’Oréal
88,772
77,863
14.0
8
Toyota Motor Corp.
87,554
86,178
1.6
9
Dish Network Corp.
87,463
154,753
-43.5
10
General Mills
82,407
97,251
-15.3
11
Livariz Varitek Technologies
81,672
NA
NA
12
Guthy-Renker Corp.
75,301
33,420
125.3
13
State Farm Mutual Auto Insurance Co.
74,126
73,893
0.3
14
General Motors Co.
73,419
79,385
-7.5
15
Sprint Nextel Corp.
71,107
73,287
-3.0
16
Broadcasting Media Partners (Univision)
67,018
88,169
-24.0
17
Kraft Foods Group
64,201
51,322
25.1
18
Comcast Corp.
63,661
56,420
12.8
19
Moulding Motion
60,736
0
NA
20
SABMiller (MillerCoors)
59,578
52,538
13.4
21
Fiat (Chrysler Group)
57,512
58,210
-1.2
22
Walmart Stores
57,174
60,875
-6.1
23
Sears Holdings Corp.
56,342
55,127
2.2
24
Kellogg Co.
55,699
35,975
54.8
25
Mars Inc.
51,982
49,050
6.0
1
Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Data represent the sum of broadcast TV and cable networks,
Spanish-language magazines (including PIB-monitored Spanish-language magazines), Spanish-language newspapers, Spanish-language spot TV and
Spanish-language websites. 1. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched
by MasterCard and Univision in 2009 and issued by Bancorp Bank. Ranking and notes continue on Page 10.
8 • JULY 22, 2013
ADVERTISING AGE
La Pasión de la Música
1 IN 4 HISPANICS ARE ON PANDORA
LISTENING TO THE MUSIC THEY LOVE.
Infuse your brand into the passionate and engaging
relationship between U.S. Hispanics and their music.
To learn more about reaching a Hispanic audience through Pandora’s
effective data-driven solutions, visit www.pandora.com/advertise.
Scan the QR Code or visit www.pandora.com/lamúsica
to hear songs from our 39 Latin genre stations.
* Pandora internal metrix,
May 2013
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HISPANIC FACT PACK 2013
50 largest spenders in Hispanic media
Companies ranked by U.S. measured-media spending
MARKETER
U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS)
2012
2011
% CHG
26
Home Depot
$51,077
$48,866
4.5
27
Ford Motor Co.
50,240
62,500
-19.6
28
Target Corp.
49,658
45,676
8.7
29
Anheuser-Busch InBev
48,584
54,435
-10.7
30
Grupo Televisa
48,473
36,405
33.1
31
Nissan Motor Co.
43,746
32,662
33.9
32
J.C. Penney Co.
43,040
52,728
-18.4
33
Unilever
42,117
36,154
16.5
34
Allstate Corp.
42,083
53,387
-21.2
35
Vonage Holdings Corp.
41,597
48,670
-14.5
36
Macy’s
38,102
38,605
-1.3
37
Clorox Co.
36,393
32,131
13.3
38
Xoom Corp.
36,202
15,229
137.7
39
St. Jude Children’s Research Hospital
35,738
10,949
226.4
40
Honda Motor Co.
35,293
21,197
66.5
41
Time Warner Cable
34,756
32,858
5.8
42
Walt Disney Co.
34,669
31,604
9.7
43
Burger King Worldwide
34,196
26,121
30.9
44
Colgate-Palmolive Co.
34,030
18,855
80.5
45
CRE-C
33,983
13,492
151.9
46
Lowe’s Cos.
33,974
36,288
-6.4
47
Consolidated Credit Counseling
32,954
47,668
-30.9
48
Church & Dwight Co.
32,528
9,354
247.7
49
Walker Advertising
32,502
19,059
70.5
50
Yum Brands
32,232
23,048
39.8
Total for 50 ($ in millions)
$3,199
$2,688
19.0
RANK
Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Data represent the sum of broadcast TV and cable networks,
Spanish-language magazines (including PIB-monitored Spanish-language magazines), Spanish-language newspapers, Spanish-language spot TV and
Spanish-language websites. Ranking begins on Page 8.
10 • JULY 22, 2013
ADVERTISING AGE
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HISPANIC FACT PACK 2013
10 largest spenders in Hispanic magazines
Companies ranked by U.S. measured magazine spending
MARKETER
U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS)
2012
2011
% CHG
1
Procter & Gamble Co.
$44,661
$43,183
3.4
2
L’Oréal
23,450
22,270
5.3
3
Estée Lauder Cos.
5,417
3,949
37.2
4
Time Warner
5,086
2,571
97.8
5
Johnson & Johnson
4,635
4,051
14.4
6
Mars Inc.
4,414
5,151
-14.3
7
Kimberly-Clark Corp.
4,375
1,788
144.6
8
Unilever
4,270
1,642
160.1
Kellogg Co.
4,119
3,454
19.2
General Motors Co.
4,113
4,278
-3.8
$104,540
$92,337
13.2
RANK
9
10
Top 10
Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from magazines in two media classifications:
Spanish-language magazines and PIB-monitored Spanish-language magazines.
10 largest spenders in Hispanic newspapers
Companies ranked by U.S. measured newspaper spending
RANK
MARKETER
U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS)
2012
2011
% CHG
1
Sears Holdings Corp.
$7,470
$7,342
1.7
2
Target Corp.
5,346
4,370
22.3
3
Interbond Corp. of America
4,307
4,621
-6.8
4
Macy’s
4,232
3,359
26.0
5
T-Mobile US
3,653
2,818
29.6
6
Best Buy Co.
3,507
2,928
19.8
7
Kohl’s Corp.
3,216
2,274
41.4
8
Walmart Stores
3,165
1,053
200.6
9
Rooms To Go
2,491
2,335
6.7
10
Walgreen Co.
2,443
1,213
101.4
$39,830
$32,313
23.3
Top 10
Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from measured newspapers only. Automotive
dealers and associations are excluded.
12 • JULY 22, 2013
ADVERTISING AGE
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HISPANIC FACT PACK 2013
10 largest spenders in Hispanic TV and cable networks
Companies ranked by U.S. measured network spending
RANK
MARKETER
1
Genomma Lab International
2
Procter & Gamble Co.
3
U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS)
2012
2011
% CHG
$247,897
$3,878
NA
189,040
167,744
12.7
T-Mobile US
91,654
71,312
28.5
4
McDonald’s Corp.
86,935
94,823
-8.3
5
Livariz Varitek Technologies
81,640
126
NA
6
General Mills
80,682
92,528
-12.8
7
Dish Network Corp.
77,040
143,489
-46.3
8
Toyota Motor Corp.
75,501
78,692
-4.1
9
10
Guthy-Renker Corp.
72,791
32,108
126.7
Verizon Communications
71,824
87,413
-17.8
$1,075,003
$772,112
39.2
Top 10
Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from Spanish-language TV networks and
Spanish-language cable networks. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched
by MasterCard and Univision in 2009 and issued by Bancorp Bank.
10 largest spenders in Hispanic spot TV
Companies ranked by U.S. measured spot TV spending
MARKETER
U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS)
2012
2011
% CHG
1
AT&T
$47,029
$53,055
2
Time Warner Cable
34,281
32,137
6.7
3
Comcast Corp.
33,427
26,151
27.8
4
Broadcasting Media Partners (Univision)
23,551
17,301
36.1
5
Fiat (Chrysler Group)
21,257
11,722
81.3
6
Verizon Communications
20,379
23,491
-13.2
7
McDonald’s Corp.
18,381
16,571
10.9
8
Rooms To Go
18,074
17,124
5.5
9
Honda Motor Co.
16,620
10,799
53.9
13,160
8,514
54.6
$246,158
$216,866
13.5
RANK
10
T-Mobile US
Top 10
-11.4
Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from Spanish-language TV stations.
Automotive dealers and associations are excluded. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard),
a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank.
14 • JULY 22, 2013
ADVERTISING AGE
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HISPANIC FACT PACK 2013
10 largest spenders in Hispanic spot radio
Companies ranked by U.S. measured spot radio spending
MARKETER
U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS)
2012
2011
% CHG
1
Broadcasting Media Partners (Univision)
$25,865
$25,866
0.0
2
T-Mobile US
16,542
12,576
31.5
3
McDonald’s Corp.
14,103
13,190
6.9
4
Comcast Corp.
13,800
10,897
26.6
5
Sears Holdings Corp.
11,969
9,631
24.3
6
U.S. Government
10,547
8,178
29.0
7
Ford Motor Co.
9,754
13,418
-27.3
8
Verizon Communications
9,353
4,921
90.0
Home Depot
9,234
9,007
2.5
Toyota Motor Corp.
9,186
4,368
110.3
$130,352
$112,053
16.3
RANK
9
10
Top 10
Source: Nielsen (nielsen.com). Nielsen monitors 87 Hispanic stations in 25 markets.
10 largest advertisers on Hispanic websites
By 2012 display ad impressions in ComScore Hispanic Ad Focus sites
RANK
MARKETER
IMPRESSIONS
ON HISPANIC SITES
TOTAL
IMPRESSIONS
PERCENT
HISPANIC
HISPANIC
INDEX
1
Procter & Gamble Co.
561,256
26,213,148
2.14%
2
Sprint Nextel Corp.
218,370
26,626,046
0.82
399
3
Toyota Motor Corp.
199,696
20,614,552
0.97
471
4
AT&T
162,512
104,184,744
0.16
76
5
Walt Disney Co.
131,448
20,883,340
0.63
306
6
Comcast Corp.
131,055
19,782,088
0.66
322
7
Ford Motor Co.
130,503
15,028,262
0.87
422
8
T-Mobile US
121,640
12,638,577
0.96
468
9
State Farm Mutual Auto Insurance Co.
107,144
32,703,248
0.33
159
93,744
11,758,704
0.80
388
10,540,712
5,124,009,001
0.21
100
10
Nissan Motor Co.
Total
1,041
Source: ComScore (comscore.com). Impressions are in thousands. Impressions are for display only and exclude broadband video and search. Numbers
rounded. See P. 30 for information on ComScore’s Hispanic Ad Focus category. Hispanic Index = % of Advertiser Ad Impressions on Hispanic Ad Focus Sites /
% of Total Internet Ad Impression on Hispanic Ad Focus Sites x 100. Index of 100 indicates average Hispanic representation.
16 • JULY 22, 2013
ADVERTISING AGE
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HISPANIC FACT PACK 2013
Hispanic language preferences
By media type for ages 18 and up
RESPONSES BY PERCENT
READING
WATCHING
TV
LISTENING
TO RADIO
WHEN
ONLINE
Only in English
37.4%
29.0%
25.9%
42.9%
Mostly in English, but some in Spanish
24.4
33.4
28.5
19.8
Mostly in Spanish, but some in English
16.2
19.3
20.0
10.4
Only in Spanish
19.0
12.4
19.1
11.8
**0.4
**0.4
**0.4
**0.2
In some other language
Source: Experian Marketing Services (experian.com/simmons). Data based on Simmons National Hispanic Consumer Study, Winter 2013 for the dates of
Jan. 30, 2012, through March 13, 2013. Base: Hispanics who indicated a language preference. Numbers may not add to 100 due to rounding. **Indicates cell
count below 31; projections are likely unstable, use with caution.
Largest Hispanic designated market areas
By Hispanic TV households in 2012
RANK
MARKET
HISPANIC TV
HOUSEHOLDS
TOTAL TV
HOUSEHOLDS IN MARKET
HISPANIC
HOUSEHOLDS AS
% OF TOTAL
1
Los Angeles
1,909,300
5,613,460
34.0%
2
New York
1,360,660
7,384,340
18.4
3
Miami-Fort Lauderdale, Fla.
750,730
1,621,130
46.3
4
Houston
623,140
2,215,650
28.1
5
Dallas-Fort Worth, Texas
519,210
2,588,020
20.1
6
Chicago
515,290
3,484,800
14.8
7
San Francisco-Oakland-San Jose, Calif.
426,310
2,502,030
17.0
8
San Antonio
424,480
881,050
48.2
9
Phoenix (Prescott), Ariz.
356,590
1,812,040
19.7
312,810
364,160
85.9
7,198,520
28,466,680
20.2
10
Harlingen-Weslaco, Texas
Top 10
1
Source: Nielsen (nielsen.com). Estimates as of January 2013, effective Sept. 22, 2012. 1. Includes Harlingen, Weslaco, Brownsville and McAllen, Texas.
18 • JULY 22, 2013
ADVERTISING AGE
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Broadcast network TV prime-time program leaders
Spanish-language programming among Hispanic viewers 1
AVERAGE AVERAGE
NUMBER OF
P 2+
HISPANIC HISPANIC
HOUSEHOLDS VIEWERS
PROGRAM, DAY
NETWORK
HISPANIC
HOUSEHOLD
RATING
1
Amores Verdaderos Mon
Univision
20.1
2,834
4,899
2
Amores Verdaderos Thu
Univision
20.0
2,827
4,802
3
Amores Verdaderos Tue
Univision
19.9
2,809
4,868
4
Amores Verdaderos Wed
Univision
19.4
2,737
4,576
5
Amores Verdaderos Fri
Univision
18.4
2,593
4,394
6
Porque El Amor Manda Mon
Univision
15.6
2,199
3,795
7
Porque El Amor Manda Tue
Univision
15.5
2,179
3,690
8
Porque El Amor Manda Wed
Univision
15.0
2,112
3,442
9
Porque El Amor Manda Thu
Univision
14.9
2,099
3,468
Qué Bonito Amor Mon
Univision
14.9
2,098
3,524
RANK
10
Broadcast network TV prime-time program leaders
English-language programming among Hispanic viewers 2
RANK
PROGRAM, DAY
NETWORK
HISPANIC
HOUSEHOLD
RATING
AVERAGE AVERAGE
NUMBER OF
P 2+
HISPANIC HISPANIC
HOUSEHOLDS VIEWERS
1
The Voice
NBC
5.3
745
1,148
2
The Big Bang Theory
CBS
4.7
660
959
3
The Voice Tue
NBC
4.7
659
956
4
Modern Family
ABC
4.5
641
987
5
American Idol Thu
Fox
4.3
607
920
6
The Following
Fox
4.2
588
875
7
Dancing With The Stars
ABC
4.1
579
825
8
Once Upon A Time
ABC
3.8
542
858
American Idol Wed
Fox
3.7
528
794
ABC
3.7
516
692
9
10
Scandal
Source: Nielsen (nielsen.com). Rating is the % of Hispanic TV households tuned to the program. Households and viewers are in thousands. May 2013
(4/29/13 - 5/26/13), Hispanic Prime (Mon-Sun 7p-11p). Viewing estimates include Live viewing plus 7 days of timeshifted viewing. Excludes breakouts, specials,
and programs less than five minutes in duration. 1. Spanish-language broadcast networks. 2. English-language broadcast networks.
20 • JULY 22, 2013
ADVERTISING AGE
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HISPANIC FACT PACK 2013
Cable TV program leaders
Spanish-language programming among Hispanic viewers 1
RANK
PROGRAM
1
Mexican First Division (Live)
2
Copa Libertadores Quarterfinals
3
Mexican First Division
4
El Chavo del Ocho Prime HR
5
UFC On Fox Deportes Preliminary (Live)
6
Gcinema Vacaciones VII
7
Golden Boy Promo Previa
8
La Rosa de Guadalupe
9
Discovery Presenta
10
Copa Libertadores Round 16
NETWORK
HISPANIC
HOUSEHOLD
RATING
AVERAGE AVERAGE
NUMBER OF
P 2+
HISPANIC HISPANIC
HOUSEHOLDS VIEWERS
ESPN Deportes
1.5
216
399
Fox Deportes
1.4
193
298
ESPN Deportes
1.0
135
227
Galavisión
0.9
125
199
Fox Deportes
0.8
107
177
Galavisión
0.7
103
169
Fox Deportes
0.7
96
161
Galavisión
0.7
94
156
Discovery en Español
0.7
92
145
Fox Deportes
0.7
92
127
Cable TV program leaders
English-language programming among Hispanic viewers 2
RANK
PROGRAM
1
NBA Playoffs Conference Finals (Live)
2
The Incredibles
3
NBA Playoffs Round 2 (Live)
4
NBA Playoffs Conference Finals (Live)
5
NBA Playoffs Conference Semis (Live)
6
Mermaids: New Evidence
7
8
9
10
NETWORK
HISPANIC
HOUSEHOLD
RATING
AVERAGE AVERAGE
NUMBER OF
P 2+
HISPANIC HISPANIC
HOUSEHOLDS VIEWERS
TNT
5.1
715
1,036
Disney Channel
4.6
654
924
TNT
3.8
535
766
ESPN
3.5
495
728
ESPN
3.5
494
728
Animal Planet
3.4
477
792
Princess and the Frog
Disney Channel
3.1
433
653
Ratatouille
Disney Channel
3.0
429
655
Beverly Hills Chihuahua
Disney Channel
3.0
425
687
Sky High
Disney Channel
2.9
411
574
Source: Nielsen (nielsen.com). Rating is the % of Hispanic TV households tuned to the program. Households and viewers are measured in thousands. May
2013 (4/29/13 - 5/26/13), Hispanic Prime (Mon-Sun 7 p.m. to 11 p.m.). Viewing estimates include Live viewing plus 7 days of timeshifted viewing. Excludes
breakouts, specials, and programs less than five minutes in duration. 1. Spanish-language broadcast networks. 2. English-language broadcast networks.
24 • JULY 22, 2013
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FACT PACK
HISPANIC
PACK2013
2013
Hispanic TV network viewership
Top TV networks among Hispanic TV households
RANK
NETWORK, PARENT
HOUSEHOLD
RATING
HOUSEHOLDS
IN THOUSANDS
13.8
1,940
HOUSEHOLD
P 2+
SHARE
VIEWERS
1
Univision Broadcasting Media Partners
2
Telemundo Comcast Corp. (NBC Universal)
7.0
3
ABC Walt Disney Co.
2.5
4
NBC Comcast Corp. (NBC Universal)
2.2
5
Fox 21st Century Fox
2.2
6
CBS CBS Corp.
2.2
304
0.9
426
7
UniMás 1 Broadcasting Media Partners
2.1
300
1.0
470
8
CW CBS Corp./Time Warner
0.8
116
0.3
165
9
Estrella TV Liberman Broadcasting
0.8
115
0.4
178
10
PBS Public Broadcasting Service
0.5
73
0.2
94
11
Azteca America TV Azteca
0.5
71
0.2
109
12
Ion Television Ion Media Networks
0.5
67
0.2
108
13
MundoFox 21st Century Fox
0.3
49
0.1
71
6.7
3,245
982
3.3
1,563
359
1.1
521
317
0.9
457
305
0.9
447
Source: Nielsen (nielsen.com) based on Hispanic prime-time viewership from 7 p.m. to 11 p.m., Monday through Sunday (4/29/2013-5/26/2013). Strict daypart.
Rating is % of Hispanic TV households; share is % of those households with TV sets in use and watching the network. P 2+ counts total Hispanic viewing persons in thousands tuned in to the network. Viewing estimates include 7 days of DVR. 1. Formerly TeleFutura.
Spanish-language cable networks
By cable TV coverage as a percent of all Hispanic TV households
RANK
NETWORK, PARENT
CABLE COVERAGE AS %
OF ALL HISPANIC TV HH
SHARE AS % OF
HISPANIC CABLE HH
1
Galavisión Broadcasting Media Partners (Univision)
73.9
87.6
2
Mun2 Comcast Corp. (NBC Universal’s Telemundo)
54.5
64.6
3
Tr3s Viacom’s MTV
50.1
59.4
4
Fox Deportes 21st Century Fox
49.0
58.2
5
ESPN Deportes Walt Disney Co.
40.0
47.4
6
Discovery en Español Discovery Communications
29.8
35.4
7
Discovery Familia Discovery Communications
27.8
33.1
8
Utilisima 21st Century Fox
26.9
32.0
9
National Geographic Mundo 21st Century Fox
23.7
28.2
Gol TV Gol TV
19.5
23.1
10
Source: Nielsen May 2013 (nielsen.com). This table ranks the networks by penetration. There are 11.19 million Hispanic cable households out of 14.10 million
Hispanic TV households (versus 11.83 million Hispanic cable households out of 13.96 Hispanic TV households in 2012). Networks are those with coverage of
20% or more. These are monthly averages of homes able to receive cable.
ADVERTISING AGE
JULY 22, 2013 • 25
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Top radio stations among Hispanics
Among all formats by fall 2012 weekly cume persons
RANK
OWNER 1
WEEKLY CUME
PERSONS 2
AVERAGE TIME SPENT
LISTENERS 3 LISTENING 4
STATION, MARKET
FORMAT
1
KIIS-FM Los Angeles
Pop contemporary hit radio
CCC
1,949,400
27,900
1:45
2
WSKQ-FM New York
Spanish tropical
SBS
1,835,500
57,200
3:45
3
KLVE-FM Los Angeles
Spanish contemporary
Uni
1,703,600
33,700
2:30
4
WXNY-FM New York
Spanish contemporary
Uni
1,646,900
48,500
3:30
5
KAMP-FM Los Angeles
Pop contemporary hit radio
CBS
1,521,100
17,500
1:30
6
KPWR-FM Los Angeles
Rhythmic contemporary hit radio Emmis
1,510,600
22,300
1:45
7
KSCA-FM Los Angeles
Mexican regional
Uni
1,500,200
32,300
2:45
8
WKTU-FM New York
Hot adult contemporary
CCC
1,424,500
17,900
1:30
9
KBIG-FM Los Angeles
Hot adult contemporary
CCC
1,414,000
15,400
1:15
10
KOST-FM Los Angeles
Adult contemporary
CCC
1,377,300
19,400
1:45
Source: Arbitron (arbitron.com), 2013. 1. CCC = Clear Channel Communications; SBS = Spanish Broadcasting System; Uni = Univision Communications; CBS =
CBS Radio; Emmis = Emmis Communications. 2. Stations ranked by weekly cume persons, or the number of unique consumers per week. 3. Average number
of listeners per quarter-hour. 4. Weekly time spent listening in hours and minutes.
Visit us online: impremedia.net
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Largest Hispanic magazines
By gross advertising revenue
RANK
MAGAZINE, PARENT
AD REVENUE (IN MILLIONS)
2012
2011
% CHG
2012
AD PAGES
2011
% CHG
1
People en Español Time Warner
$83.4
$69.4
20.3
1,098.58
967.73
13.5
2
Latina Latina Media Ventures
32.6
32.6
-0.02
669.61
680.25
-1.6
3
Vanidades Televisa Publishing
23.0
16.3
40.7
562.17
526.31
6.8
4
Ser Padres Meredith Corp.
22.4
18.9
18.6
214.26
228.88
-6.4
5
Siempre Mujer Meredith Corp.
19.2
18.1
6.2
285.10
307.76
-7.4
6
TV y Novelas Televisa Publishing
19.0
17.6
8.1
509.18
558.97
-8.9
7
Cosmopolitan for Latinas Hearst Corp.
7.4
NA
NA
119.32
NA
NA
8
Cosmopolitan en Español Televisa Publishing
6.3
4.6
36.7
334.52
401.60
-16.7
TV Notas Maya Publishing Group
6.0
7.1
-16.3
676.22
815.10
-17.0
Poder Hispanic Televisa Publishing
5.0
4.0
24.6
137.00
131.65
4.1
9
10
Source: Measured magazine ad spending from HispanicMagazineMonitor, a service of Media Economics Group. Figures exclude internet advertising and
circulation revenue.
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HISPANIC FACT PACK 2013
Key Hispanic newspapers
In the 10 largest U.S. Hispanic markets
RANK
MARKET
POPULATION
KEY NEWSPAPERS PARENT CO.
FREQUENCY
1
Los Angeles
7,936,900
El Aviso Magazine 1 El Aviso de Ocasion
El Clasificado 1 EC Hispanic Media
Hoy Tribune Co.
La Opinión ImpreMedia
La Prensa A.H. Belo Corp.
weekly
weekly
twice a week
daily
weekly
2
New York
4,706,300
El Diario La Prensa ImpreMedia
El Especialito Ibarria Media Group
Impacto Latin News Impacto Latin News
La Tribuna Hispana USA La Tribuna Hispana
daily
weekly
weekly
weekly
3
Houston
2,214,400
La Subasta La Subasta
La Voz de Houston Hearst Corp.
Semana News Semana News
weekly
weekly
weekly
4
Miami/Fort Lauderdale, Fla.
2,118,200
Diario Las Américas Diario Las Américas
El Nuevo Herald McClatchy Co.
El Sentinel Tribune Co.
daily
daily
weekly
5
Chicago
2,001,600
Extra Bilingual Newspaper Tell-Cliff Corp.
Hoy Tribune Co.
La Raza ImpreMedia
Reflejos Paddock Publications
weekly
daily
weekly
weekly
6
Dallas/Fort Worth, Texas
1,878,900
Al Día A.H. Belo Corp.
El Hispano News El Hispano News
La Estrella En Casa McClatchy Co.
La Subasta La Subasta
twice a week
weekly
weekly
weekly
7
San Francisco
1,644,900
El Mensajero ImpreMedia
El Observador (San Jose) El Observador Pubs.
La Oferta (San Jose) La Oferta
weekly
weekly
weekly
8
Phoenix
1,380,200
La Voz Gannett Co.
Prensa Hispana Prensa Hispana
TV y Más 1 Gannett Co.
weekly
weekly
weekly
9
San Antonio
1,377,900
Conexión San Antonio Express News
La Prensa La Prensa
weekly
twice a week
McAllen-Brownsville, Texas
1,160,000
El Norte Editorial El Sol S.A. de C.V.
El Nuevo Heraldo AIM Media Texas
El Periódico USA Spanish Print Media
daily
daily
weekly
10
Source: Guidance on key publications from Latino Print Network. Largest Hispanic markets from Ipsos, U.S. Census Bureau. Population data are 2012
estimates. Two of the nation’s largest Hispanic newspapers serve the El Paso, Texas; Juarez, Mexico market. They are El Diario and El Norte.
1. These publications are newsprint magazines.
28 • JULY 22, 2013
ADVERTISING AGE
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Social networking
Largest sites among Hispanics by reach
RANK
PROPERTY
UNIQUE VISITORS IN THOUSANDS
PERCENT REACH
1
Facebook
18,713
64.1
2
LinkedIn
4,944
16.9
3
Twitter
4,366
15.0
4
Tumblr
3,745
12.8
5
Pinterest
2,308
7.9
6
Yahoo Profile
1,480
5.1
7
Myspace
1,473
5.1
8
DeviantArt
928
3.2
9
Goodreads
819
2.8
10
790
2.7
Social Media - Social Networking
Quizlet
22,743
77.9
Total Internet: Hispanic All
29,177
100.0
Source: ComScore (comscore.com), May 2013. Percent reach here is the percent of all Hispanic internet users (29.2 million).
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HISPANIC FACT PACK 2013
Largest Hispanic websites
From ComScore’s Hispanic Ad Focus 1 category
AMONG ALL HISPANICS
RANK
PROPERTY
UNIQUE VISITORS
IN THOUSANDS
PERCENT
REACH 2
HISPANIC COMPOSITON
PERCENT
INDEX
1
Terra - Telefónica
2,471
8.5%
25.0%
188
2
Univision Digital Network
2,348
8.0
78.0
596
3
Yahoo en Español
1,627
5.6
90.0
686
4
MSN Latino [includes Telemundo]
1,345
4.6
78.0
598
5
Prisa
766
2.6
81.0
619
6
Musica
679
2.3
79.0
609
7
Batanga
545
1.9
57.0
435
8
MamasLatinas
543
1.9
45.0
346
9
Grupo Televisa
449
1.5
86.0
657
People en Español
355
1.2
50.0
380
29,177
100.0
13.0
100
10
Total internet: Hispanics
AMONG USERS WHO SPEAK PRIMARILY SPANISH
RANK
PROPERTY
UNIQUE VISITORS
IN THOUSANDS
PERCENT
REACH 3
HISPANIC COMPOSITON
PERCENT
INDEX
1
Univision Digital Network
1,573
19.2%
52.1%
1,426
2
Yahoo en Español
1,319
16.1
72.6
1,986
3
Terra - Telefónica
1,210
14.8
12.0
329
4
MSN Latino [includes Telemundo]
973
11.9
56.4
1,542
5
Prisa
584
7.1
61.6
1,685
6
Musica
475
5.8
55.6
1,520
7
MamasLatinas
402
4.9
33.4
913
8
Batanga
375
4.6
39.1
1,070
9
Grupo Televisa
316
3.9
60.3
1,649
People en Español
265
3.2
37.0
1,012
Total internet: Hispanics primarily speaking Spanish 8,175
100.0
3.7
100
10
Source: ComScore (comscore.com), May 2013. 1. Hispanic Ad Focus category measures the entire U.S. audience at sites and other ad-supporting entities
oriented toward the U.S. Hispanic audience. 2. Percent reach here is the percent of all Hispanic internet users (29.2 million). Read Hispanic Composition as
90% of Yahoo en Español's audience is Hispanic. 3. Percent reach here is the percent of all Hispanic internet users who speak primarily Spanish (8.2 million).
30 • JULY 22, 2013
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Attitudes toward social media
Site users who agree with the following statements
PEOPLE WHO AGREE
I am more likely to purchase products I see advertised
on a social sharing/networking website.
PERCENT
HISPANIC
9.3%
PERCENT
NON-HISPANIC
PERCENT OF
ALL
6.9%
7.2%
I am more likely to purchase products I see used
or recommended by friends on social sharing/networking websites.
15.6
17.8
17.5
I like to follow my favorite brands
or companies on social sharing/networking websites.
23.7
19.6
20.2
Social sharing/networking websites are a way for me
to tell people about companies and products that I like.
21.5
21.3
21.3
I sometimes post ratings or reviews online for other consumers to read.
16.4
16.9
16.9
I pay attention to ratings and reviews posted online by other consumers.
26.1
29.9
29.3
I often click on links or items posted by other people
on social sharing/networking websites.
26.0
29.0
28.6
Source: Experian Marketing Services (experian.com/simmons). Data based on Simmons National Hispanic Consumer Study, Winter 2013 for the dates of
Jan. 30, 2012, through March 13, 2013. Base: Social-media users.
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Mobile platform share among Hispanics
Smartphone and tablet ownership
SMARTPHONES
RANK
TABLETS
PLATFORM
SHARE
AUDIENCE
1
Google (Android)
55.9%
13,833
2
Apple
33.5
8,305
3
BlackBerry
6.5
4
Microsoft (Windows)
5
6
PLATFORM
SHARE
AUDIENCE
1
Google (Android)
49.2%
5,290
2
Apple
48.8
5,250
1,601
3
HP
2.5
274
3.2
803
4
BlackBerry
2.4
261
Symbian
0.7
170
5
Microsoft (Windows)
1.9
201
HP
0.2
42
100.0
24,754
100.0
10,755
Total
RANK
Total
Source: ComScore (comscore.com). Share based on three-month averages ended April 2013. Audience is in thousands.
Leading Hispanic Ad Focus Ad Networks
By unique visitors
RANK
AD NETWORK
1
Batanga Network
2
HOTWords/WebZodes
3
4
UNIQUE VISITORS
IN THOUSANDS
PERCENT
REACH 1
18,353
HISPANIC COMPOSITON
PERCENT
INDEX
8.2%
27.8%
213
2,866
1.3
75.5
579
Exponential - Tribal Fusion Hispanic
622
0.3
60.8
466
Collective Display Hispanic
367
0.2
72.4
555
Source: ComScore (comscore.com), May 2013. To be included in Hispanic Ad Focus, entities must have at least 20% of their page views consumed by
Hispanic audiences. 1. Percent reach here is the percent of all internet users (223.7 million).
Leading Hispanic custom web entities
By unique visitors
RANK
CUSTOM ENTITY 2
UNIQUE VISITORS
IN THOUSANDS
113,574
PERCENT
REACH 1
HISPANIC COMPOSITON
PERCENT
INDEX
1
Pulpo Media
2
Batanga Media
57,528
25.7
20.9
160
3
Telemundo Network
8,498
3.8
29.6
227
4
Univision Extended Network
7,442
3.3
33.2
255
50.8%
15.8%
121
Source: ComScore (comscore.com), May 2013. 1. Percent reach here is the percent of all internet users (223.7 million). 2. Some ComScore clients may want to
make available additional combinations of URLs, called custom entities. These are used to demonstrate “true” reach of syndicated content,
among other things.
32 • JULY 22, 2013
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Largest web properties among Hispanics
Among all users on all sites
RANK
PROPERTY
UNIQUE VISITORS
IN THOUSANDS
PERCENT
REACH
HISPANIC COMPOSITON
PERCENT
INDEX
1
Google sites
25,226
86.5%
13.0%
2
Yahoo sites
23,153
79.4
12.0
3
Microsoft sites
22,876
78.4
13.1
100
4
Facebook
18,900
64.8
13.1
100
5
Glam Media
12,053
41.3
11.8
90
6
AOL
11,631
39.9
9.8
75
7
Amazon sites
11,218
38.4
10.4
79
8
Apple
10,332
35.4
13.7
105
9
Wikimedia Foundation sites
9,592
32.9
10.9
84
Viacom Digital
9,376
32.1
12.9
99
29,177
100.0
13.0
100
10
Total internet: Hispanics
100
92
Source: ComScore (comscore.com), May 2013. Percent reach is the percent of all Hispanic internet users (29.2 million). Hispanic Composition Index for unique
visitors is a measure of the extent to which visitors to a website, category, channel or application—either in total or defined according to a demographic
category—are over- or under-represented compared to the corresponding percent in the universe. Index of 100 indicates average representation.
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HISPANIC FACT PACK 2013
Fast facts on the U.S.Hispanic population
Including discretionary spending, daily activities and purchase intent
U.S. POPULATION
2012
Hispanic or Latino
POPULATION (IN MILLIONS)
2010
CHANGE
% CHG
PERCENT OF TOTAL
2012
2010
53.0
50.5
2.6
5.1
16.9%
16.3%
Not Hispanic
260.9
258.3
2.6
1.0
83.1
83.7
Total U.S. population
313.9
308.7
5.2
1.7
100.0
100.0
Source: Census Bureau. 2012 = estimate for July 1, 2012. 2010 = 2010 Census (April 1, 2010). Numbers rounded. More info: census.gov.
HISPANIC SHARE OF 2012 U.S. POPULATION BY AGE
AGE
U.S. HISPANIC
POPULATION
(IN MILLIONS)
HISPANICS
AS PERCENT OF U.S.
POPULATION
AGE GROUP
AS PERCENT OF
HISPANIC POPULATION
Under 5
5.2
25.8%
9.7%
5-9
5.0
24.5
9.5
10 - 14
4.7
22.7
8.9
15 - 19
4.6
21.4
8.6
20 - 24
4.6
20.3
8.6
25 - 29
4.4
20.4
8.2
30 - 34
4.3
20.6
8.1
35 - 44
7.6
18.9
14.4
45 - 54
5.9
13.3
11.1
55 - 64
3.6
9.4
6.9
65 - 74
1.9
7.8
3.5
75 - 84
0.9
7.1
1.8
85 +
0.3
5.6
0.6
Total
53.0
16.9
100.0
Median age for Hispanic population
Median age for total U.S. population
27.8
37.4
Source: Ad Age DataCenter analysis of data from Census Bureau. 2012 = estimate for July 1, 2012. Numbers rounded. More info: census.gov.
34 • JULY 22, 2013
ADVERTISING AGE
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HISPANIC FACT PACK 2013
Discretionary spending in 2013
By region and designated market area
REGION/DMA
HISPANIC
SPENDING
HISPANIC
PERCENT
NON-HISPANIC
SPENDING
South
$66.88
$644.11
$577.23
West
53.98
13.6
395.78
341.80
Midwest
20.44
5.4
376.69
356.26
Northeast
20.07
5.8
345.96
325.90
Los Angeles
24.4%
$99.05
$74.91
New York
15.78
12.0
131.39
115.60
Miami
13.15
40.9
32.18
19.03
9.34
15.3
61.11
51.77
8.61
45.7
Chicago
San Antonio
Total
$24.13
10.4%
TOTAL U.S.
SPENDING
$161.36
9.2%
18.86
10.25
$1,762.54
$1,601.18
Source: Experian Marketing Services (experian.com/simmons). Data based on Simmons National Hispanic Consumer Study, Winter 2013 for the dates of
Jan. 30, 2012, through March 13, 2013. Dollars in billions. Tables show amount and proportion of nation's total discretionary spending contributed by
Hispanics and their households by region and market, 2013. Discretionary purchases include household spending on items such as tobacco, alcohol,
education, reading, personal care, apparel, dining out, donations, household furniture and numerous forms of entertainment.
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HISPANIC FACT PACK 2013
How online Hispanics consume media
Average time in an average day spent on media-related activities
ACTIVITY
HOURS
ACTIVITY
HOURS
Watching TV
3.54
Listening to MP3
1.67
Using internet on home computer
3.50
Playing portable video games
1.67
Listening to music online
2.22
Playing video games on tablet
1.60
Watching videos online
1.92
Using IM
1.32
Reading e-books
1.87
Talking on cellphone
1.24
Playing computer video games
1.84
Emailing
1.18
Using internet on tablet
1.72
Texting on cellphone
1.17
Using internet on cellphone
1.72
Playing video games on cellphone
1.16
Listening to radio
1.70
Reading newspapers
0.88
Playing console video games
1.70
Reading magazines
0.75
Source: Experian Marketing Services (experian.com/simmons). Data based on Fall 2012 Simmons New Media Study. Base: 1+ hour online in the last 7 days,
other than email.
connect with
your audience
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premium Hispanic publishers, reaching over 30 million unique users per month.
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HISPANIC FACT PACK 2013
Purchases via device by category
Plans to purchase on a PC, tablet or cellphone
CATEGORY
Apparel, accessories
PERCENT WHO PLAN TO PURCHASE USING A . . .
PERSONAL COMPUTER
TABLET
CELLPHONE
HISPANIC
ALL ADULTS
HISPANIC
ALL ADULTS
HISPANIC
ALL ADULTS
53.6%
58.2%
42.6%
42.1%
37.4%
26.9%
Electronics
51.1
47.5
53.3
45.1
36.3
20.3
Food
18.9
18.7
41.3
33.8
15.2
12.5
Stocks, bonds, mutual funds
17.2
13.7
36.5
27.7
11.9
7.3
Tickets to movies, events
36.6
40.0
41.7
37.5
22.5
18.0
Toys, games
25.6
25.7
48.4
46.5
14.9
11.5
Travel services, reservations
42.4
47.6
50.1
46.9
16.5
14.5
Auction items
25.9
22.1
42.1
39.7
17.4
10.4
Books
31.3
34.4
32.0
35.7
17.7
14.0
Music
32.9
30.2
36.1
33.6
20.7
15.6
Source: Experian Marketing Services (experian.com/simmons). Data based on Fall 2012 Simmons New Media Study. Base: 1+ hour online in the last 7 days,
and ownership of device.
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HISPANIC FACT PACK 2013
50 largest U.S.Hispanic agencies
By U.S. revenue in 2012. Dollars in thousands
RANK
AGENCY, PARENT OR AFFILIATION
HEADQUARTERS
1
GlobalHue* ✓
2
Bravo Group* WPP (Y&R)
Miami
3
LatinWorks* ✓ Omnicom
Austin, Texas
4
Lopez Negrete Communications ✓
5
Conill* Publicis (Saatchi)
6
Alma* Omnicom (DDB)
7
Global Advertising Strategies
8
Zubi Advertising Services ✓
9
Dieste* Omnicom
Southfield, Mich.
Houston
Torrance, Calif.
Miami
New York
Coral Gables, Fla.
Dallas
KEY EXECUTIVES, TITLE
2012 REVENUE 1
% CHG
$32,921
-3.1
Eddie Gonzalez, CEO
Eric Hoyt, pres & COO
32,000
1.6
Manny Flores, CEO & mg ptnr
Alejandro Ruelas, CMO & mg ptnr
29,655
25.7
Alex Lopez Negrete, pres & CEO
29,017
2.7
Cynthia McFarlane, CEO & chairperson
Carlos Martinez, pres
26,663
14.6
Luis Miguel Messianu,
pres & chief creative officer
19,929
16.0
Givi Topchishvili, founder & CEO
19,400
14.8
Joe Zubizarreta, COO
19,000
0.5
Tony Dieste, chmn & co-founder
Greg Knipp, CEO
18,700
0.0
Rene de la Cruz, chmn & CEO
18,507
11.5
John Gallegos, CEO
16,500
6.5
15,800
Jose Molla/Joaquin Molla,
co-founders & co-chief creative officers
11.3
Donald A. Coleman, chmn & CEO
10
De la Cruz Group ✓
11
Grupo Gallegos ✓
12
La Comunidad ✓
13
GlobalWorks Group
New York
Yuri Radzievsky, chmn & CEO
15,350
4.1
14
Wing* WPP (Grey Group)
New York
Alain Groenendaal, pres & CEO
Andrew Speyer, VP & mg dir
14,942
5.6
15
Vidal Partnership* ✓
New York
Manny Vidal, pres & CEO
13,140
-14.1
16
Casanova Pendrill* Interpublic (McCann) Costa Mesa, Calif.
Ingrid Otero-Smart, pres & CEO
13,000
11.8
Guaynabo, P.R.
Huntington Beach, Calif.
Miami
Dollars are in thousands. *Figures are Ad Age estimates. A check mark denotes agency reported minority-ownership certification by city, state or organization.
Data are from Ad Age’s 69th annual Agency Report (April 29, 2013). 1. Agencies are ranked by 100% of U.S. revenue unless Hispanic activities are less than
75% of revenue, in which case they are ranked at that percent of revenue.
38 • JULY 22, 2013
ADVERTISING AGE
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HISPANIC FACT PACK 2013
RANK
AGENCY, PARENT OR AFFILIATION
HEADQUARTERS
17
MGSCOMM
18
Lapiz USA* Publicis (Leo Burnett)
19
Republica ✓
20
Bromley Communications* ✓ Publicis
21
KEY EXECUTIVES, TITLE
2012 REVENUE 1
% CHG
Miami
Manuel E. Machado, co-chmn & CEO
$12,559
40.0
Chicago
Dolores Kunda, pres & CEO
Pablo Miro, sr VP & head-acct mgmt
Enrique Marquez, sr VP & dir-strategy
11,000
-8.3
Jorge A. Plasencia, chmn & CEO
10,700
30.5
Ernest Bromley, chmn & CEO
10,514
0.0
Velocidad* [Integer Group] Omnicom (TBWA) Lakewood, Colo.
Mike Sweeney, CEO - Integer Group
10,465
0.0
22
Acento Advertising ✓
Roberto Orci, pres & CEO
10,162
-5.8
23
Images USA ✓
24
DraftFCB* Interpublic
25
Castells & Asociados
26
D Exposito & Partners ✓
New York
27
Interlex Communications
San Antonio
Miami
San Antonio
Santa Monica, Calif.
Atlanta
Robert L. McNeil, pres & CEO
9,000
12.5
New York
Carter Murray, incoming CEO
Howard Draft, exec chmn
8,861
-15.9
Liz Castells-Heard, pres & CEO
8,108
-16.7
Daisy Exposito-Ulla, chmn & CEO
7,451
5.5
Rudy Ruiz, pres & CEO
7,347
6.8
Los Angeles
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HISPANIC FACT PACK 2013
RANK
AGENCY, PARENT OR AFFILIATION
HEADQUARTERS
KEY EXECUTIVES, TITLE
28
Accentmarketing* 2 ✓ Interpublic West Hollywood, Calif.
See note 2
29
PM Publicidad ✓
30
Orci
31
San Jose Group ✓
Atlanta
Santa Monica, Calif.
Chicago
2012 REVENUE 1
% CHG
$7,232
-16.9
Eduardo Perez, pres
7,000
32.1
Andrew Orci, pres & CEO
6,700
39.6
George L. San Jose,
6,673
-8.0
Carlos J. Rodriguez, pres
6,522
8.5
Suzy Deering, pres
6,200
4.4
Stan Richards, principal & creative dir
Pete Lerma, principal
6,100
10.9
Octavio Orozco, VP & genl mgr
5,921
105.8
Tom Moroch, co-founder & chmn
Pat Kempf, CEO & co-founder
Rob Boswell, pres & COO
5,809
32.0
Tony Nieves, pres
5,672
20.0
Eduardo Bottger, pres & exec creative dir
5,192
3.8
Jose Luis Valderrama, pres
5,031
9.2
Matias Perel, founder & CEO
5,000
0.0
Karla Lucia, CEO & mg ptnr
4,955
5.0
Daniel Marrero, ptnr
4,271
4.0
pres & chief creative officer
32
Lopito Ileana & Howie ✓
33
Moxie* Publicis (ZenithOptimedia)
Atlanta
34
Richards/Lerma Richards Group
Dallas
35
VRTC
36
Moroch Partners ✓
37
Marca Hispanic ✓ Marc USA
38
AlPunto Advertising* ✓
39
Hispanic Group
40
Latin3 ✓
41
LatinSphere Advertising*
42
CreativeOnDemand*
43
Mass Hispanic Marketing
Doral, Fla.
Maria Madruga,
pres, co-founder & chief creative dir
4,152
-5.1
44
VoxProfero Profero
New York
Roberto Ramos,
head-brand solutions & pres
4,000
-9.4
45
Walton Isaacson ✓
Cory Isaacson/Aaron Walton, ptnrs
3,820
NA
46
LatinMedios.com
Joel Bary, CEO
3,723
12.0
47
Riester
Mirja Riester, chief strategic officer
Tim Riester, CEO
3,478
NA
48
Catapult* Alliance Data Systems
Paul Kramer, CEO
Joe Robinson, pres
3,400
NA
49
Olson
John Partilla, CEO
3,000
12.1
50
VSBrooks Advertising*
Vivian Santos/Diana Brooks, mg ptnrs
2,671
16.1
Guaynabo, P.R.
Houston
Dallas
Coconut Grove, Fla.
Tustin, Calif.
Miami
Fort Lauderdale, Fla.
Long Beach, Calif.
Coconut Grove, Fla.
Culver City, Calif./Chicago
Aventura, Fla.
Phoenix
Westport, Conn.
Minneapolis
Coral Gables, Fla.
Dollars are in thousands. *Figures are Ad Age estimates. A check mark denotes agency reported minority-ownership certification by city, state or organization.
Data are from Ad Age’s 69th annual Agency Report (April 29, 2013). 1. Agencies are ranked by 100% of U.S. revenue unless Hispanic activities are less than
75% of revenue, in which case they are ranked at that percent of revenue. 2. Accentmarketing at mid-year 2013 was in process of closing its Coral Gables, Fla.,
headquarters. The agency continues to operate a small office in West Hollywood, Calif. Accentmarketing now reports through Axis Agency, Interpublic’s
multicultural-marketing agency.
40 • JULY 22, 2013
ADVERTISING AGE
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HISPANIC FACT PACK 2013
Award-winning Hispanic agencies
Eight Lions at Cannes Festival; Five Best Ideas at U.S.H. Idea Awards
Five U.S. Hispanic agencies won eight Lions
at the 2013 Cannes Lions International Festival of
Creativity.
Alma picked up two Silver Lions for Clorox’s
“Glad Tent,” developing giant Glad trash bags in
the form of tents and distributing them at SXSW
to attendees who promised to live in them and
then use the tents as a giant post-festival trash
bag. Grupo Gallegos won Silver and Bronze Lions
for a California Milk Processor Board campaign
encouraging children to drink milk at bedtime.
LatinWorks took Silver for an internet parental
control bar, and Bronze for its long-running Cine
Las Americas work for a Latin film festival.
Bronze Lions went to La Comunidad for
Converse shoes and Lapiz for print ads for
Procter & Gamble’s Gain With Oxi.
Three of those Lion winners—Alma’s “Glad
Tent,” Grupo Gallegos’ milk campaign and
LatinWorks’ Cine Las Americas—were also in the
Five Best Ideas ranking at the second annual
U.S.H. Idea Awards for the Hispanic market,
along with Alma’s work for a Mexican film festival. The No. 1 idea was Vidal Partnership’s
Powerful Yogurt that playfully promises men sixpack abs.
In Ad Age honors, La Comunidad was named
to Ad Age’s A-List of top 10 agencies and
LatinWorks was Multicultural Agency of the Year.
Conill ranked as one of the 10 standout agencies
and Dieste as one of 10 agencies to watch.
—LAUREL WENTZ
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HISPANIC FACT PACK 2013
Largest U.S.Hispanic media agencies
By estimated U.S. revenue from Hispanic media activities
RANK
AGENCY, PARENT
HEADQUARTERS
1
Tapestry Publicis (SMG Multicultural)
tapestrypartners.com
2
KEY EXECUTIVES, TITLE
2012 REVENUE
% CHG
Chicago/Miami
Lia Silkworth, exec VP & mg dir
$20,500
11.4
MV42 Publicis (SMG Multicultural)
mediavestww.com
New York
Caleb Windover, sr VP & mg dir
18,480
12.0
3
MEC Bravo WPP (MEC)
mecglobal.com
New York
Gonzalo Del Fa,
pres, Group M Multicultural
11,329
19.0
4
OMD Multicultural Omnicom (OMD)
omd.com
Trish Chuipek,
pres, OMD Multicultural
8,550
11.0
5
ZO Multicultural Publicis (ZenithOptimedia)
zenithoptimedia.com
Lisa Torres, pres
7,952
41.0
6
Conill Publicis (Saatchi)
conill.com
Brett Dennis,
chief media comms officer
7,600
7.0
7
Mindshare Multicultural WPP (Mindshare)
mindshareworld.com
Gonzalo Del Fa,
pres, Group M Multicultural
6,715
8.3
8
GlobalHue Independent
globalhue.com
Meg Bernot-Rodriguez,
mgr-media opers
6,395
-3.1
9
LatinWorks Omnicom (49%)
latinworks.com
Austin, Texas
Keisha Andrews-Rangel,
VP-media strategy
Chloe King, media buying dir
4,185
40.7
San Antonio
Anel Hooper, buying dir
Kim Chance, dir-media plng
4,050
0.0
Chicago/Miami
New York
Torrance, Calif./Miami
New York
Southfield, Mich.
10
Bromley Communications Publicis (49%)
bromley.biz
11
Lopez Negrete Communications Independent Houston
lopeznegrete.com
4,011
Jim Irvine,
sr dir-media strategies & channel integration
2.7
12
Zubi Advertising Services Independent
zubiad.com
Isabella Sanchez, VP-media integration
3,850
10.0
13
Casanova Pendrill Interpublic (McCann) Costa Mesa, Calif.
casanova.com
Roxane Garzon, media dir
Diana Sheehan, assoc media dir
3,800
-1.2
14
Carat Multicultural Dentsu (Aegis Media)
carat.com
Malena Bustelo,
sr VP & grp media dir for multicultural
3,320
20.7
15
Acento Advertising Independent
acento.com
Tony Aguilar-Arellano,
ptnr & chief integration officer
3,261
10.6
16
MediaCom Multicultural WPP (MediaCom)
mediacom.com
Gonzalo Del Fa,
pres, Group M Multicultural
3,100
9.7
Miami
New York
Santa Monica, Calif.
New York
Source: Ad Age DataCenter analysis. Dollars are in thousands for agencies with more than $3 million in estimated U.S. revenue from Hispanic media
activities. Revenue figures are Ad Age estimates based on data collected for Agency Report 2013 (April 29, 2013) and additional data collected in June
and July 2013.
42 • JULY 22, 2013
ADVERTISING AGE
NO MEDIA BRAND IS MORE TRUSTED BY HISPANIC AMERICA.
LET US CONNECT YOU TO OUR LOYAL AUDIENCE.