Source: Nielsen Monitor-Plus
But the third quarter this year was grim. At Univision Communications, TV auto advertising plunged 23% during the quarter, and radio ads for cars fell 25%, according to Andy Hobson, Univision's senior exec VP-chief financial officer. Mr. Hobson, speaking on a conference call with analysts Nov. 17, attributed much of the drop in radio ads to local dealers cutting back.
In a breakdown from Nielsen Monitor-Plus, General Motors Corp. spent 3% less on national Hispanic media during the first seven months of 2008, compared to a 6% drop in its media spending in the general market. Ford Motor Co. was down by a similar amount -- about 23% -- in both Hispanic and general-market spending. Chrysler cut its ad spending by about 11% in the Hispanic market but 22% in the general market, according to Nielsen figures through July.
Toyota Motor Corp. boosted its spending in the Hispanic market 9% during the first seven months of the year but was flat in the general market.
Some carmakers began cutting back early. Nissan Motor Co. conducted one of the biggest multicultural-account reviews of 2008, and contenders said they were required to demonstrate how they would trim their fees 5% a year for the next six years. The winner, Omnicom Group, is setting up an entity called Ignition that will draw from Dieste, the biggest U.S. Hispanic agency, and African-American agency Footsteps, both Omnicom-owned.