TOP 50 ADVERTISERS CULTIVATING THE HISPANIC MARKET

Published on .

Media expenditures

RANK COMPANY 1997 1996

1 Procter & Gamble Co. $40.00 $39.50

2 AT&T Corp. 18.00 25.00

3 Sears, Roebuck & Co. 15.00 11.50

4 General Motors Corp. 15.00 5.00

5 MCI Communications Corp. 14.00 9.20

6 McDonald's Corp. 13.90 12.80

7 Anheuser-Busch Cos. 12.50 11.30

8 Philip Morris Cos. 12.50 11.00

9 Colgate-Palmolive Co. 12.00 10.50

10 Ford Motor Co. 12.00 10.00

11 J.C. Penney Co. 10.00 8.60

12 Quaker Oats Co. 9.00 7.80

13 PepsiCo 8.50 7.60

14 Burger King Corp. 8.50 7.40

15 Western Union 8.50 5.40

16 MoneyGram 8.00 8.00

17 Sprint Corp. 8.00 7.00

18 Toyota Motor Sales USA 8.00 5.50

19 American Home Products Corp. 7.50 6.40

20 Honda Motor Co. 7.00 6.40

21 Kellogg Co. 6.50 5.60

22 Chrysler Corp. 6.50 5.10

23 Kmart Corp. 6.50 3.90

24 Coors Brewing Co. 6.00 4.00

25 Goya Foods 5.75 4.30

26 Mars Inc. 5.75 3.80

27 Coca-Cola Co. 5.50 7.50

28 CPC International 5.50 4.90

29 Mitsubishi Motor Corp. 5.50 3.60

30 Mission Foods 5.00 *

31 Pharmacia & Upjohn 5.00 *

32 Levi Strauss & Co. 5.00 5.00

33 General Mills 5.00 4.10

34 Warner-Lambert Co. 5.00 4.00

35 Nike 5.00 3.20

36 Flagstar Cos.' Denny's 5.00 3.00

37 Builder's Square 4.50 5.20

38 Helene Curtis Industries 4.50 3.50

39 U.S. Army 4.50 3.50

40 Greyhound Lines 4.50 3.40

41 General Electric 4.50 3.10

42 Johnson & Johnson 4.50 3.00

43 Nestle USA 4.00 4.00

44 Dayton Hudson Corp.'s Target Stores 4.00 3.00

45 American Express Co. 3.95 2.90

46 California Lottery 3.75 4.10

47 Allstate Corp. 3.50 3.00

48 Florida State Lottery 3.50 3.00

49 Kimberly-Clark Corp. 3.45 2.90

50 Pedro Domecq 3.25 2.80

TOTAL $392.80 $325.30

Notes: Dollars are in millions. *Did not appear on the 1996 list

Source: Hispanic Business Inc.

In this article:
Most Popular