The U.S. Hispanic population of 56.6 million—accounting for 17.6% of U.S. inhabitants and 11.3% of all purchasing power—is a particularly key demographic in this presidential election year, with about 27.3 million eligible Hispanic voters who are adult U.S. citizens. Spanish-language media giant Univision Communications has pledged to try to register three million new Latino voters.
Looking ahead, there are many more potential future Latino voters; Hispanics account for more than 25% of the U.S. population age 9 and under. And from ages 10 to 39, Hispanics are more than 20% of the population.
Ad Age's thirteenth-annual Hispanic Fact Pack, distributed with the Aug. 1 issue of the magazine, includes data about marketers, ad spending, demographic change and how Hispanics use digital media. Rankings in the 36-page 2016 guide include the top 50 Hispanic advertisers, the 50 largest U.S. Hispanic ad agencies and the 15 biggest Hispanic media agencies.
Spanish-language network and cable TV revenue, accounting for 79.1% of all Hispanic media spending and dominated by Univision, totaled $6.19 billion in 2015. The market has been soft, due at least in part to the absence of World Cup advertising that brought Univision $174.3 million in ad revenue in 2014. (Parent Univision Holdings continues to inch toward an initial public offering, postponed until fall 2016 at the earliest, by its private-equity owners.)
Overall, U.S. Hispanic major-media spending on TV, cable, newspaper, magazines and radio totaled $7.83 billion.
The top 50 Hispanic marketers increased 2015 U.S. measured-media spending by 2.6% to $3.8 billion. Within their ranks, there were major double-digit swings, even within the same product category.
Among auto makers, Toyota Motor Corp. and Honda Motor Co. cut spending by 12.3% and 14.9% respectively, while Ford Motor Co. was up by 13.3%. Spending by retailers was sharply down, including Walmart (-9.5%), Target (-11.4%) and JCPenney (-26.9%).
There were several new additions to the 50 largest spenders ranking: Samsung, up 88% to $43.8 million, and travel site Expedia, up 188% to $50.9 million.
It was a year of extremes for Hispanic agencies, too. Among the top 10 in Ad Age's ranking of the 50 largest U.S. Hispanic agencies, three saw double-digit 2015 revenue growth thanks to new business wins--Alma, Dieste and Casanova//McCann—while three had a double-digit decline—Lopez Negrete Communications, LatinWorks and GlobalHue. Overall, estimated revenue for the 50 largest U.S. Hispanic agencies grew by 1.2% to $583 million.
Hispanic agencies are tackling more assignments for the total market, not just Hispanic-targeted work. Omnicom Group's Alma, the most-awarded Hispanic shop in the last year, collected many of its creative awards for campaigns targeting all teens for Tobacco Free Florida. And independent We Believers and craft brewer Saltwater Brewery won four Cannes Lions for "Edible Six-Pack Rings," an effort to reduce wildlife-killing plastic in the ocean by swapping the plastic rings on six-packs of beer for biodegradable, edible rings.
As part of a major re-org, Publicis Groupe in 2016 consolidated three multicultural media practices that operated as separate brands–Tapestry, MV42 and ZO Multicultural–under the newly formed Publicis Media, led by Lisa Torres, who previously ran ZO Multicultural. Lia Silkworth, who ran Tapestry as executive VP and managing director, joined Spanish-language TV network Telemundo in July as SVP of insights and consumer development.
That roll-up of three of the top four Hispanic media agencies gives Publicis Media's multicultural practice estimated total revenue of $64.83 million from Hispanic media services. WPP's GroupM Multicultural, which will continue to operate as separate brands, its four media agencies (MEC Multicultural, Mindshare Multicultural, MediaCom Multicultural and Maxus Multicultural), had estimated total 2015 revenue from Hispanic media services of $47.52 million.
The digital edition of the Hispanic Fact Pack is available free to Ad Age members and Datacenter subscribers here, and is available to non-subscribers for $49.