Advertising in the Hispanic market topped $1 billion in 1995, up more than 11% from 1994, according to Hispanic Business magazine. Backing the spending pattern was the development of Nielsen ratings for Spanish TV, which was up 13.8% in 1995. Out-of-home spending rose 22% to $37.2 million. Spending in Los Angeles hit $238.46 million; Miami was second with $129.41 million.
Procter & Gamble Co. spent nearly $40 million in the Hispanic market, leading the top 50 advertisers in that segment. AT&T was second with $20 million. The top 50 spent a combined $291.9 million in Hispanic media, the magazine said.