Ad Age 's ninth-annual Hispanic Fact Pack, distributed with the July 23 issue of the magazine, includes data about marketers, 2011 ad spending, demographic trends and rankings of top TV, radio, newspapers, magazines, online media and social-networking sites. Other rankings in the 52-page guide include the top 50 Hispanic advertisers, the 50 largest Hispanic agencies and the 15 biggest Hispanic media agencies. The digital edition of the Hispanic Fact Pack is available free at adage.com/trend-reports/ through Aug. 22 , 2012, and will be available for $29 after that .
While U.S. Hispanic media spending doesn't fully reflect the U.S. population of more than 50 million Latinos, it does continue to grow faster than general market media every year, posting 4.6% growth in 2011 to top $7 billion, compared to a slender 1.1% increase for all U.S. media.
The 50 largest U.S. Hispanic advertisers were more aggressive, boosting their U.S. Hispanic measured-media spending by 6.6% in 2011, although there were big fluctuations in spending as some marketers increased their budgets by double digits while others slashed them by a similar amount. Among the top 50 Hispanic advertisers, 19 cut their 2011 spending, including double-digit drops by top-10 advertisers Verizon, AT&T and General Motors. In contrast, Procter & Gamble, Kraft Foods, L'Oréal and Ford Motor Co. posted big increases.
Marketers' strategies for reaching Hispanics could not be more diverse.
In mid-2012, marketers in some categories, such as beer, are trying to do more inclusive general-market advertising. Then there's Clorox Co., which launched a new cleaning product range called Clorox Fraganzia in July 2012 that 's marketed only in Spanish.
The biggest Hispanic magazines staged a recovery, with ad revenue up 7.4%, while the largest Hispanic newspapers saw ad revenue drop 1.4% in 2011. Online, Pinterest made its first appearance among the top 10 social-networking sites for Hispanics, and Twitter moved up to second place from No. 4, although Facebook still has more than four times as many Hispanic users as Twitter.
News Corp. (owner of Fox) and Colombia-based RCN Television Group in August 2012 will launch MundoFox, a U.S. Spanish-language broadcast TV network. Hispanic media powerhouse Univision, meanwhile, will launch an English-language cable network targeting Hispanics in 2013 in partnership with Walt Disney Co.'s ABC.
Rival Telemundo in October 2011 hired a new president, Emilio Romano, a former Mexican airline and Grupo Televisa exec, as Telemundo parent NBC Universal made the transition to Comcast Corp. ownership.
For the biggest Hispanic ad agencies, revenue grew by 5.1%, with 29 of the top 50 seeing an increase in revenue.
Not everyone had a good year. The Vidal Partnership, after two years of double-digit declines in revenue, dropped out of the top 10. In early 2012, news broke that Ramona -- Kirshenbaum Bond Senecal & Partners' short-lived multicultural unit -- was ceasing operations after losing its sole client Tecate, and that Siboney USA, one of the oldest Hispanic shops, was closing. Siboney's biggest remaining client Colgate-Palmolive is expected to move to Y&R. In June 2012, Havas shut its multicultural unit Totality after less than a year.
In agency honors, LatinWorks, which never seems to have a bad year, was named Ad Age 's Multicultural Agency of the Year and won a Gold Lion at the Cannes Lions International Festival of Creativity in June 2012, one of four Hispanic shops awarded at Cannes.