NEW YORK (AdAge.com) -- Ad spending in Spanish-language media monitored by Nielsen fell by 6.3% during the 12-month period through June 2009 to $5.5 billion, according to the market-research firm.
The biggest drop was in print media, with local newspapers down by 20.3% to $88.6 million and ad spending on national magazines falling by 17.5% to $146.7 million.
Most Spanish-language media dollars go to network and cable TV, which experienced the smallest drop in ad revenue of just 2%, to $3.19 billion, Nielsen said. Spot TV dropped more sharply, by 13.2% to $1.52 billion, and ad spending on radio fell by 3% to $569 million from July 2008 through June 2009.
Nielsen monitors ad spending on Spanish-language TV networks Univision, Telefutura, Telemundo, TV Azteca and MTV Tr3s, six cable networks and 53 local TV stations. Nielsen also monitors 74 Spanish-language radio stations, eight local newspapers and 20 national magazines.
For the 12-month period monitored, automotive was the biggest-spending category despite a 40% drop in ad spending on Spanish-language media to $381.7 million. The next two categories grew, with spending on wireless phone services rising by 4.8% to $334.8 million, and fast-food restaurant advertising up by 10.2% to $322.8 million, Nielsen reported.
The drop in total ad spending was even bigger in the African-American market, where Nielsen reported that advertisers cut back their spending by 9.6% to $1.8 billion for the 12-month period through June 2009.