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
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
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
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.
~ ~ ~
CORRECTION: An earlier
version of this story incorrectly stated that Concept Café
had completely shuttered. It is now operating from