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Buoyed by marketers' growing interest in Hispanic millennials as consumers and trendsetters, the Hispanic media market continues to outpace overall growth in the U.S. ad industry. Ad Age's eleventh-annual Hispanic Fact Pack, distributed with the July 28 issue of the magazine, includes hard-to-find data about marketers, ad spending, demographic change and how Hispanics use digital media. Rankings in the 44-page guide include the top 50 Hispanic advertisers, the 50 largest Hispanic agencies and the 16 biggest Hispanic media agencies.
The digital edition of the Hispanic Fact Pack is available free at http://AdAge.com/hfp2014.
In 2013, U.S. Hispanic media spending rose by 8.1% to $8.3 billion, way ahead of the overall increase of just 0.9% in U.S. measured-media spending, according to the Hispanic Fact Pack.
The top 50 Hispanic marketers were even more enthusiastic, boosting their total Hispanic media spending by 14.2%, led by No. 1 marketer Procter & Gamble Co., up 36%. AT&T, at No. 2, and L'Oreal, No. 4, increased their spending by 26% and 38%, respectively.
The 2014 World Cup gave marketers an opportunity to drill down in their Hispanic efforts. Kraft Foods Group's "Flavor of the Championship" program used its social-media monitoring hub to suggest appropriate recipes for World Cup viewing parties. J.C. Penney Co. focused its World Cup effort on Latinas and liked the results so well that Grupo Gallegos' Spanish-language ads ran on English-language networks, too—in Spanish.
Univision's own World Cup exposure—viewership was up 34% over the 2010 tournament—came at a good time as the private-equity investor group that bought Univision in 2007 for $13.7 billion is believed to be shopping the Spanish-language media giant around for up to $20 billion.
The next two World Cups, though, will air on Spanish-language network Telemundo, part of Comcast Corp.'s NBC Universal, which handles Hispanic across all its platforms through the Hispanic Enterprises and Content division. That unit is run by Joe Uva, who joined as chairman in April 2013 two years after leaving Univision, where he was president-CEO for four years. Jacqueline Hernandez, chief operating officer of Telemundo, also moved over to the Hispanic Enterprises and Content division, as chief marketing officer in May 2014.
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Media and technology companies continue to create new Hispanic roles. Twitter hired Nuria Santamaria as its first multicultural lead in late 2013; Ad Age honored her as one of the 2014 Women to Watch. Liz Sarachek Blacker, Terra's chief revenue officer, is joining CC Media Holdings' Clear Channel Media and Entertainment as exec VP of Hispanic strategy and sales effective August 2014.
Research shows that Hispanics over index on technology, and their use of smartphones makes that clear: Hispanics are more likely to download apps, chat, stream video, listen to music and play games than non-Hispanics, according to the Hispanic Fact Pack.
U.S. Hispanic agencies' revenue grew by 5.7% in 2013 to $597 million. In the 50 largest U.S. Hispanic agencies ranking, LatinWorks took the top slot for the first time, following a steady rise from No. 16 a decade ago to No. 3 last year. Lopez Negrete Communications, the biggest independent, also moved up two slots, to No. 2.
Agencies are still jumping into the Hispanic market. Sapient Corp.'s SapientNitro acquired La Comunidad in December 2013. Interpublic Group of Cos.' Deutsch last year started a Hispanic practice called DLAtino.
The Hispanic media-buying market is still divided between full-service Hispanic shops with their own media departments and Hispanic units within specialist media agencies. The specialist agencies now fill the top six slots of Ad Age's ranking and get the efficiency of using general-market staff and resources for basic work while relying on leaner multicultural groups to add that expertise.