Ad Age's 10th-annual Hispanic Fact Pack, distributed with the July 22 issue of the magazine, shows a very different U.S. Hispanic market than the one we examined a decade ago. This year's 44-page guide includes the latest rankings of the top 50 Hispanic advertisers, the 50 largest Hispanic agencies and all agencies with media-services revenue above $3 million. Check out data about marketers, 2012 ad spending and demographic trends as well as rankings of top properties in TV, radio, newspapers, magazines, online media and social networking.
The digital edition of the Hispanic Fact Pack will be available free to view here through Aug. 21, 2013, and will be available for $29 after that.
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. 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—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 foreign-born 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'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, Kraft Foods Group and Mars Inc., none of whom were in that ranking a decade ago. Hispanic-owned Goya is partnering with Hero AG's Beech-Nut in a national rollout this summer 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.
Ad Age's ranking of the top 50 U.S. Hispanic ad agencies is very different, too. Only five of this year's 10 biggest Hispanic agencies 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 third-biggest Hispanic shop (from No. 16 in the 2004 edition of the Hispanic Fact Pack and No. 5 last year), and Conill, ranked No. 5 from No. 13 a decade ago.
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 in the new ranking, 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 still full-service Hispanic agencies.
A section of the Hispanic Fact Pack devoted to agency honors notes that LatinWorks was Ad Age's Multicultural Agency of the Year and La Comunidad won a spot on Ad Age's Agency A-List. Conill ranked as one of 10 Standout agencies, and Dieste was on the list of Agencies to Watch in 2013. At the Cannes Lions festival in June 2013, five Hispanic agencies were awarded: Alma, Grupo Gallegos, La Comunidad, Lapiz and LatinWorks.