The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

tRacking the hiSpanic adveRtiSing inveStmentS of top 500 adveRtiSeRS By categoRy

An Exclusive for AHAA Members

ince 2002, the Association of Hispanic Advertising Agencies (AHAA) has been tracking Hispanic advertising investment practices of the top 500 advertisers. This year, with the help of analysis provided by Santiago ROI, data provided by Nielsen Media Research Company and the verification of the Advertising Research Foundation (ARF), AHAA presents members with a snapshot of how companies and business categories are allocating and spending their advertising dollars in the Hispanic market. The study is particularly important this year as it comes at a time of serious and challenging economic conditions. Not surprisingly, we see that some companies are maintaining their leadership spending in the Hispanic market, while others have reduced their investment levels. Keep in mind that this study only provides actual investments in Hispanic print, radio and television measured by Nielsen Media Research Company against a national context. AHAA recognizes that spending above-the-line is not the only strategy being implemented by advertisers and that this is not necessarily a measure of effectiveness. However, the purpose of the study is to facilitate discussions and recommendations from Hispanic-specialized agencies around additional resource allocations. The major findings from this years study indicate that in 2007, Hispanic investment spending showed growth over 2006 and while allocations decreased in 2008, some advertisers increased their allocations despite the recession in 10 categories. Coupling measured media spending with below-the-line strategies, which AHAA will be analyzing in the spring 2010 installment of this report, the Hispanic marketing and advertising industry remains strong. New categories have entered the marketplace and advertisers are placing greater value on the bottom-line growth opportunities that exist in the Hispanic market. As advertisers explore the benefits of connecting with these brand-loyal consumers, AHAA agencies are positioned uniquely to help companies clearly understand the market potential and subsequent investment based on their objectives. AHAA will be providing additional context and analysis around the spending trends from 2006-2009. This data is provided as an exclusive member benefit from AHAA and as the Hispanic market continues to grow and evolve, AHAA is committed to providing members the tools to build their businesses and increase investments in the Hispanic market. If you have any questions or would like additional information, please contact AHAA, www.ahaa.org or 703-610-9014

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $43,971 $28,445 $31,535 $87,159 $103,649 $63,124 $40,698 $59,977 $28,536 $184,934 $81,050 $30,485 $33,583 $122,754 $44,089 $42,106

2008 hispAnic ToTAL $$$ (000) $1,347 $397 $207 $69 $39 $18 $4 $467 $35 $180 $36 $$8 $28 $$$1,535 $5,956 $2,550 $0 $31,051 $14,493

2008 nh + hisp ToTAL $$$ (000) $45,318 $28,842 $31,743 $87,228 $103,688 $63,142 $40,702 $60,444 $28,571 $185,114 $81,086 $30,485 $33,591 $122,782 $44,089 $42,106 $40,252 $167,328 $86,936 $35,310 $453,672 $269,788

% hisp = hispAnic $ / (nh $ + hisp $) 3.0% 1.4% 0.7% 0.1% 0.0% 0.0% 0.0% 0.8% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 3.8% 3.6% 2.9% 0.0% 6.8% 5.4% 162 224 261 361 387 391 414 255 342 353 382 445 396 398 446 447 142 145 167 436 88 110

AppArel AppArel AppArel AppArel AppArel AppArel AppArel AppArel-SHOeS AppArel-SHOeS AppArel-SHOeS AppArel-SHOeS AppArel-SHOeS ApplIANCeS ApplIANCeS ApplIANCeS ApplIANCeS AUTOmOTIVe -DeAler AUTOmOTIVe -DeAler AUTOmOTIVe -DeAler AUTOmOTIVe -DeAler AUTOmOTIVe -DeAlerS ASSN AUTOmOTIVe -DeAlerS ASSN

leVI STrAUSS & CO lIZ ClAIBOrNe INC SWATCH GrOUp lTD HANeSBrANDS INC VF COrp pOlO rAlpH lAUreN COrp pHIllIpS-VAN HeUSeN COrp SKeCHerS USA INC NeW BAlANCe INC NIKe INC ADIDAS AG ASICS COrp OreCK COrp WHIrlpOOl COrp AB eleCTrOlUX DYSON INC

SONIC AUTOmOTIVe INC-HN-CO-CT-lA $38,716 AUTONATION INC CArmAX INC CHAmBerS HerB COrp-BS-HT-pN FOrD mOTOr CO-DeAlerS GeNerAl mOTOrS COrp-DeAlerS $161,372 $84,386 $35,310 $422,621 $255,295

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny CerBerUS CApITAl mANAGemeNT lp-DeAlerS HONDA mOTOr CO lTD-DeAlerS TOYOTA mOTOr COrp-DeAlerS HYUNDAI mOTOr CO-DeAlerS DAImler AG-DeAlerS VOlKSWAGeN AG-DeAlerS BAYerISCHe mOTOreN WerKe AG-DeAlerS KIA mOTOrS COrp TOYOTA mOTOr COrp NISSAN mOTOr CO lTD FOrD mOTOr CO

2008 non-hisp ToTAL $$$(000) $76,472 $132,362 $480,519 $90,408 $61,476 $70,371 $47,042 $241,332 $935,828 $767,799 $890,313

2008 hispAnic ToTAL $$$ (000) $3,950 $5,578 $15,264 $2,311 $1,092 $997 $643 $25,603 $98,874 $56,878 $57,150 $49,498 $97,130 $43,502 $2,437 $8,114 $7,590 $4,743 $1,228 $1,324 $507 $-

2008 nh + hisp ToTAL $$$ (000) $80,422 $137,940 $495,783 $92,719 $62,568 $71,369 $47,684 $266,935 $1,034,702 $824,677 $947,464 $883,402 $1,826,168 $873,389 $84,272 $319,264 $308,032 $279,027 $82,468 $127,733 $262,084 $33,063

% hisp = hispAnic $ / (nh $ + hisp $) 4.9% 4.0% 3.1% 2.5% 1.7% 1.4% 1.3% 9.6% 9.6% 6.9% 6.0% 5.6% 5.3% 5.0% 2.9% 2.5% 2.5% 1.7% 1.5% 1.0% 0.2% 0.0% 119 136 159 183 204 222 227 55 56 87 101 105 112 117 171 180 185 207 217 243 321 448

AUTOmOTIVe -DeAlerS ASSN AUTOmOTIVe -DeAlerS ASSN AUTOmOTIVe -DeAlerS ASSN AUTOmOTIVe -DeAlerS ASSN AUTOmOTIVe -DeAlerS ASSN AUTOmOTIVe -DeAlerS ASSN AUTOmOTIVe -DeAlerS ASSN AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr AUTOmOTIVe mFr

CerBerUS CApITAl mGT (CHrYSler) $833,904 GeNerAl mOTOrS COrp HONDA mOTOr CO lTD SUZUKI mOTOr COrp HYUNDAI mOTOr CO VOlKSWAGeN AG mAZDA mOTOr COrp mITSUBISHI mOTOrS COrp BmW AG DAImler AG (merCeDeS-BeNZ) Dr ING HC F pOrSCHe AG $1,729,039 $829,887 $81,835 $311,150 $300,441 $274,284 $81,240 $126,409 $261,577 $33,063

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny FUJI HeAVY INDUSTrIeS lTD (SUBArU) AUTOZONe INC mAACO eNTerprISeS INC GeNUINe pArTS CO BrIDGeSTONe COrp reINAlT-THOmAS COrp COmpAGNIe GeNerAl DS eTBlSSTS mCHlN GOODYeAr TIre & rUBBer CO mACNeIl AUTOmOTIVe prODUCTS lTD TIre rACK INC mINDSHAre INTerACTIVe CAmpAIGNS llC FeDeX COrp BlACKSTONe GrOUp lp BAIN CApITAl llC TAKe-TWO INTerACTIVe SOFTWAre INC GTCr GOlDer rAUNer llC UNITeD pArCel SVC OF AmerICA INC SImON prOperTY GrOUp INC CrAWFOrD GrOUp INC INTUIT INC INTl BUSINeSS mACHINeS COrp

2008 non-hisp ToTAL $$$(000) $136,854 $67,279 $53,272 $35,506 $93,873 $28,463 $57,929 $35,084 $42,148 $50,147 $52,981 $103,288 $216,886 $165,500 $31,703 $40,521 $102,743 $28,405 $58,518 $93,840 $101,074

2008 hispAnic ToTAL $$$ (000) $$12,403 $1,355 $516 $770 $190 $257 $48 $$$712 $591 $917 $624 $114 $136 $270 $65 $111 $144 $139

2008 nh + hisp ToTAL $$$ (000) $136,854 $79,682 $54,628 $36,022 $94,644 $28,653 $58,186 $35,132 $42,148 $50,147 $53,693 $103,879 $217,802 $166,124 $31,817 $40,657 $103,012 $28,469 $58,629 $93,984 $101,213

% hisp = hispAnic $ / (nh $ + hisp $) 0.0% 15.6% 2.5% 1.4% 0.8% 0.7% 0.4% 0.1% 0.0% 0.0% 1.3% 0.6% 0.4% 0.4% 0.4% 0.3% 0.3% 0.2% 0.2% 0.2% 0.1% 449 21 184 219 253 258 276 341 451 450 228 264 278 288 292 295 307 312 323 334 340

AUTOmOTIVe mFr AUTOmOTIVe pArTS AUTOmOTIVe pArTS AUTOmOTIVe pArTS AUTOmOTIVe pArTS AUTOmOTIVe pArTS AUTOmOTIVe pArTS AUTOmOTIVe pArTS AUTOmOTIVe pArTS AUTOmOTIVe pArTS B2B B2B B2B B2B B2B B2B B2B B2B B2B B2B B2B

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $32,888 $42,384 $29,868 $86,741 $50,127 $45,501 $119,076 $162,889 $499,850 $30,364 $56,479 $362,597 $87,441 $110,663 $680,062 $40,756 $91,270 $28,514 $55,485 $175,034 $28,668 $110,785

2008 hispAnic ToTAL $$$ (000) $8 $2 $$$22,751 $19,391 $27,789 $33,762 $63,977 $5 $8,150 $27,907 $5,663 $3,025 $11,169 $$8,940 $741 $844 $859 $104 $110

2008 nh + hisp ToTAL $$$ (000) $32,896 $42,386 $29,868 $86,741 $72,878 $64,892 $146,866 $196,651 $563,827 $30,369 $64,629 $390,504 $93,105 $113,688 $691,231 $40,756 $100,209 $29,255 $56,329 $175,893 $28,772 $110,895

% hisp = hispAnic $ / (nh $ + hisp $) 0.0% 0.0% 0.0% 0.0% 31.2% 29.9% 18.9% 17.2% 11.3% 0.0% 12.6% 7.1% 6.1% 2.7% 1.6% 0.0% 8.9% 2.5% 1.5% 0.5% 0.4% 0.1% 395 420 452 453 6 7 12 17 36 403 30 84 100 176 210 487 63 181 216 269 291 351

B2B B2B B2B B2B Beer Beer Beer Beer Beer Beer BeVerAGeS -NON-AlCOHOlIC BeVerAGeS -NON-AlCOHOlIC BeVerAGeS -NON-AlCOHOlIC BeVerAGeS -NON-AlCOHOlIC BeVerAGeS -NON-AlCOHOlIC BeVerAGeS -NON-AlCOHOlIC BeVerAGeS-AlCOHOlIC BeVerAGeS-AlCOHOlIC BeVerAGeS-AlCOHOlIC BeVerAGeS-AlCOHOlIC BeVerAGeS-AlCOHOlIC BeVerAGeS-AlCOHOlIC

3m CO CISCO SYSTemS INC ACCeNTUre lTD SYNerGISTIC mArKeTING INC CrOWN ImpOrTS llC HeINeKeN NV mOlSON COOrS BreWING CO SABmIller plC STICHTING INBeV BOSTON Beer CO INC reD BUll GmBH COCA-COlA CO AmerICAS DAIrY FArmerS Dr pepper SNApple GrOUp INC pepSICO INC OCeAN SprAY CrANBerrIeS INC DIAGeO plC BrOWN-FOrmAN COrp perNOD rICArD SA lVmH mOeT HeNNeSSY lOUIS VUITTON SA BACArDI lTD FOrTUNe BrANDS INC

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $39,530 $32,554 $60,226 $28,385 $85,304 $32,390 $39,958 $36,590

2008 hispAnic ToTAL $$$ (000) $$2,541 $130 $21 $38 $9 $$$6,091 $661 $78 $0 $2 $$$10,072 $3,657 $1,034 $314 $61 $$-

2008 nh + hisp ToTAL $$$ (000) $39,530 $35,095 $60,356 $28,407 $85,343 $32,399 $39,958 $36,590 $125,428 $42,639 $32,380 $28,294 $176,593 $83,985 $41,339 $176,661 $80,879 $43,389 $47,226 $35,443 $46,911 $31,629

% hisp = hispAnic $ / (nh $ + hisp $) 0.0% 7.2% 0.2% 0.1% 0.0% 0.0% 0.0% 0.0% 4.9% 1.5% 0.2% 0.0% 0.0% 0.0% 0.0% 5.7% 4.5% 2.4% 0.7% 0.2% 0.0% 0.0% 444 82 315 364 381 392 455 454 121 214 309 430 432 456 457 104 129 188 259 329 458 459

BeVerAGeS-AlCOHOlIC CONSUmer SerVICeS-DIVerSIFIeD CONSUmer SerVICeS-DIVerSIFIeD CONSUmer SerVICeS-DIVerSIFIeD CONSUmer SerVICeS-DIVerSIFIeD CONSUmer SerVICeS-DIVerSIFIeD CONSUmer SerVICeS-DIVerSIFIeD CONSUmer SerVICeS-DIVerSIFIeD DIeT-SUpplemeNTS-VITAmINS DIeT-SUpplemeNTS-VITAmINS DIeT-SUpplemeNTS-VITAmINS DIeT-SUpplemeNTS-VITAmINS DIeT-SUpplemeNTS-VITAmINS DIeT-SUpplemeNTS-VITAmINS DIeT-SUpplemeNTS-VITAmINS DIreCT CONSUmer mArKeTING DIreCT CONSUmer mArKeTING DIreCT CONSUmer mArKeTING DIreCT CONSUmer mArKeTING DIreCT CONSUmer mArKeTING DIreCT CONSUmer mArKeTING DIreCT CONSUmer mArKeTING

ST mAArTeN SpIrITS lTD TelIGeNCe (FONOCHAT, eTC.) lIFelOCK INC lAW OFFICeS OF JAmeS SOKOlOVe llC eHArmONY.COm INC mONSTer WOrlDWIDe INC pUBlIC STOrAGe INC WOrlD reSerVe mONeTArY eXCHANGe OBeSITY reSeArCH INST llC NXlABS INC GNC ACQUISITION HOlDINGS INC NUTrI/SYSTem INC ArTAl lUXemBOrG SA BASIC reSeArCH llC AlBAr preCIOUS meTAl reFINNG INC-OD AllSTAr mArKeTING GrOUp llC JOSepH eNTerprISeS INC IDeAVIllAGe prODUCTS COrp SUAreZ COrp INDUSTrIeS

IOVATe HeAlTH SCIeNCeS GrOUp INC $119,337 $41,978 $32,302 $28,294 $176,591 $83,985 $41,339 $166,589 $77,222 $42,356 $46,912 $35,382

HArrISON WOrlDWIDe eNTerprISe $46,911 INC TeCHNOBrANDS INC $31,629

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $32,394 $153,972 $111,716 $28,233 $76,198 $52,810 $41,957 $30,600 $66,826 $49,880 $67,870 $43,130 $45,477 $32,451 $622,159 $243,014 $118,084 $200,139 $320,989 $29,847 $70,415 $89,022 $96,630

2008 hispAnic ToTAL $$$ (000) $2,162 $8,479 $2,986 $654 $1,020 $240 $156 $50 $73 $22 $18 $7 $$$12,474 $4,324 $1,085 $217 $249 $$44,265 $3,106 $3,044

2008 nh + hisp ToTAL $$$ (000) $34,556 $162,451 $114,701 $28,887 $77,218 $53,050 $42,114 $30,650 $66,898 $49,902 $67,888 $43,138 $45,477 $32,451 $634,633 $247,338 $119,169 $200,356 $321,238 $29,847 $114,681 $92,128 $99,674

% hisp = hispAnic $ / (nh $ + hisp $) 6.3% 5.2% 2.6% 2.3% 1.3% 0.5% 0.4% 0.2% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 2.0% 1.7% 0.9% 0.1% 0.1% 0.0% 38.6% 3.4% 3.1% 98 115 178 191 229 274 289 332 345 383 393 405 461 460 196 203 247 346 363 462 4 149 160

eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eDUCATION eleCTrONICS-COmpUTer eleCTrONICS-COmpUTer eleCTrONICS-COmpUTer eleCTrONICS-COmpUTer eleCTrONICS-COmpUTer eleCTrONICS-COmpUTer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer

DeVrY INC ITT eDUCATIONAl SVCS INC rOSeTTA STONe lTD ApOllO GrOUp INC CAreer eDUCATION COrp COrINTHIAN COlleGeS INC AlTA COlleGeS INC mOUNTe llC NATl COlleGIATe ATHleTIC ASSN eDGe ACQUISITION llC VIDeO prOFeSSOr INC eDUCATION mANAGemeNT COrp AmerICAN peTrOleUm INST INC UNIVerSAl TeCHNICAl INST INC SONY COrp mICrOSOFT COrp HeWleTT-pACKArD CO Dell INC Apple INC leNOVO GrOUp lTD VIGNeTTe pAreNT NINTeNDO CO lTD reSeArCH IN mOTION lTD

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $38,637 $83,240 $43,954 $179,542 $45,243 $168,566 $97,275 $41,953 $47,405 $71,961 $66,042 $89,391 $85,900 $98,489 $127,565 $54,991 $150,086 $260,813 $331,999 $62,713 $49,902 $33,432 $39,168

2008 hispAnic ToTAL $$$ (000) $1,173 $303 $39 $127 $25 $70 $3 $0 $0 $$$2,936 $2,040 $2,226 $505 $4,198 $11,023 $14,514 $16,901 $2,447 $534 $299 $189

2008 nh + hisp ToTAL $$$ (000) $39,810 $83,543 $43,992 $179,668 $45,269 $168,636 $97,278 $41,953 $47,405 $71,961 $66,042 $92,326 $87,940 $100,715 $128,070 $59,189 $161,110 $275,326 $348,900 $65,160 $50,436 $33,732 $39,356

% hisp = hispAnic $ / (nh $ + hisp $) 2.9% 0.4% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 3.2% 2.3% 2.2% 0.4% 7.1% 6.8% 5.3% 4.8% 3.8% 1.1% 0.9% 0.5% 164 290 355 367 375 385 425 440 441 463 464 156 189 193 287 85 89 114 122 143 242 249 272

eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eleCTrONICS-OTHer eNerGY eNerGY eNerGY eNerGY FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe

HD rADIO lG GrOUp rOYAl pHIlIpS eleCTrONICS NV SAmSUNG eleCTrONICS CO lTD ASCeNTIVe llC-pH BOSe COrp NIKON COrp CITrIX SYSTemS INC GArmIN lTD CANON INC SHArp COrp Bp plC rOYAl DUTCH SHell plC CHeVrON COrp eXXON mOBIl COrp NATl ASSN OF reAlTOrS WellS FArGO & CO BANK OF AmerICA COrp JpmOrGAN CHASe & CO re/mAX INTl INC pNC FINANCIAl SVCS GrOUp INC reGIONS FINANCIAl COrp HSBC HOlDINGS plC

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $28,986 $252,256 $62,051 $38,200 $31,579 $39,483 $28,663 $304,852 $207,560 $40,851 $72,265 $169,308 $282,274 $70,651 $28,586 $32,881 $49,746 $94,926 $29,556 $30,894 $30,159 $122,270

2008 hispAnic ToTAL $$$ (000) $135 $665 $112 $31 $15 $14 $$19,879 $6,758 $202 $138 $146 $20 $2 $3,302 $450 $177 $178 $50 $43 $6 $20

2008 nh + hisp ToTAL $$$ (000) $29,121 $252,921 $62,162 $38,231 $31,594 $39,497 $28,663 $324,732 $214,318 $41,053 $72,403 $169,455 $282,295 $70,653 $31,888 $33,331 $49,922 $95,103 $29,607 $30,936 $30,165 $122,289

% hisp = hispAnic $ / (nh $ + hisp $) 0.5% 0.3% 0.2% 0.1% 0.0% 0.0% 0.0% 6.1% 3.2% 0.5% 0.2% 0.1% 0.0% 0.0% 10.4% 1.4% 0.4% 0.2% 0.2% 0.1% 0.0% 0.0% 273 306 328 360 379 389 465 99 158 268 322 356 417 423 49 226 293 325 330 338 400 406

FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-BANKS-mOrTGAGe FINANCIAl SerVICeS-CreDIT CArDS FINANCIAl SerVICeS-CreDIT CArDS FINANCIAl SerVICeS-CreDIT CArDS FINANCIAl SerVICeS-CreDIT CArDS FINANCIAl SerVICeS-CreDIT CArDS FINANCIAl SerVICeS-CreDIT CArDS FINANCIAl SerVICeS-CreDIT CArDS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS

reAl eSTATe DISpOSITION COrp CITIGrOUp INC ING GrOep NV leNDINGTree llC BArClAYS plC rOYAl BANK OF SCOTlAND GrOUp plC AmerIprISe FINANCIAl INC VISA INTl mASTerCArD INC TrANSUNION COrp eXperIAN GrOUp lTD CApITAl ONe FINANCIAl COrp AmerICAN eXpreSS CO DISCOVer FINANCIAl SVCS llC ArCApITA BANK BSC BANKrATe INC CreDIT SUISSe GrOUp AG CHArleS SCHWAB COrp UBS AG VANGUArD GrOUp INC prINCIpAl FINANCIAl GrOUp INC e TrADe FINANCIAl COrp

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $129,252 $28,556 $61,043 $47,976 $30,030 $70,148 $63,868 $93,142 $32,871 $64,508 $156,030 $58,093 $45,768 $47,577 $41,523 $161,316 $84,225 $50,120 $34,012 $35,958 $96,385 $70,846

2008 hispAnic ToTAL $$$ (000) $1 $$$$$$$10,272 $$5,912 $1,633 $232 $39 $20 $3 $19,885 $7,859 $4,352 $2,007 $1,017 $2,221 $982

2008 nh + hisp ToTAL $$$ (000) $129,253 $28,556 $61,043 $47,976 $30,030 $70,148 $63,868 $103,413 $32,871 $70,420 $157,663 $58,324 $45,806 $47,597 $41,526 $181,201 $92,084 $54,472 $36,019 $36,975 $98,606 $71,828

% hisp = hispAnic $ / (nh $ + hisp $) 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 9.9% 0.0% 8.4% 1.0% 0.4% 0.1% 0.0% 0.0% 11.0% 8.5% 8.0% 5.6% 2.8% 2.3% 1.4% 435 471 468 469 470 466 467 52 472 67 244 286 357 384 418 39 65 77 106 173 192 225

FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-INVeSTmeNT FIrmS FINANCIAl SerVICeS-OTHer FINANCIAl SerVICeS-OTHer FITNeSS-SpOrTS FITNeSS-SpOrTS FITNeSS-SpOrTS FITNeSS-SpOrTS FITNeSS-SpOrTS FITNeSS-SpOrTS FUrNITUre FUrNITUre FUrNITUre FUrNITUre FUrNITUre FUrNITUre FUrNITUre

Fmr COrp FrANKlIN reSOUrCeS INC HArTFOrD FINANCIAl SVCS GrOUp INC INTl CApITAl & mANAGemeNT CO lllp JONeS FINANCIAl COS lp T rOWe prICe ASSOC INC TD AmerITrADe HOlDING COrp H&r BlOCK INC JG WeNTWOrTH SSC lp NAUTIlUS INC NATl FOOTBAll leAGUe NATl ASSN OF STOCK Cr AUTO rCNG INC CAllAWAY GOlF INC pGA TOUr INC DICKS SpOrTING GOODS INC rOOmS TO GO INC IKeA SVeNSKA AB SleepYS INC BOBS DISCNT FrNTre & WHlSle WBS INC mCmAHANS FUrNITUre CO INC KellY-WIGGINS FUrNITUre INC TempUr-peDIC INTl INC

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

10

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $102,886 $39,798 $36,540 $61,082 $97,914 $32,814 $33,738 $37,949 $28,745 $125,798 $612,029 $95,824 $79,262 $105,051 $38,821 $40,250 $371,897 $311,285 $169,543 $62,096 $33,042 $30,599

2008 hispAnic ToTAL $$$ (000) $104 $8 $5 $0 $0 $$$$$17,390 $74,372 $11,254 $9,130 $6,100 $592 $27 $43,247 $31,165 $9,995 $2,035 $403 $272

2008 nh + hisp ToTAL $$$ (000) $102,991 $39,806 $36,545 $61,082 $97,914 $32,814 $33,738 $37,949 $28,745 $143,189 $686,401 $107,078 $88,392 $111,150 $39,412 $40,276 $415,144 $342,450 $179,539 $64,131 $33,445 $30,871

% hisp = hispAnic $ / (nh $ + hisp $) 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 12.1% 10.8% 10.5% 10.3% 5.5% 1.5% 0.1% 10.4% 9.1% 5.6% 3.2% 1.2% 0.9% 349 401 412 442 443 475 474 473 476 31 42 47 50 108 215 370 48 61 107 157 235 250

FUrNITUre FUrNITUre FUrNITUre FUrNITUre FUrNITUre FUrNITUre FUrNITUre FUrNITUre FUrNITUre GOVerNmeNT GOVerNmeNT GOVerNmeNT GOVerNmeNT GOVerNmeNT GOVerNmeNT GOVerNmeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT

SeleCT COmFOrT COrp Sleep TrAIN INC FUrNITUre rOW llC lA-Z-BOY INC rAYmOUrS FUrNITUre CO INC ArT VAN FUrNITUre INC eTHAN AlleN HOme INTerIOrS INC FUrNITUre BrANDS INTl INC mATHIS BrOTHerS FUrNITUre CO INC CAlIFOrNIA STATe OF US GOVerNmeNT NeW YOrK STATe OF TeXAS STATe OF FlOrIDA STATe OF OrlANDO/OrANGe COUNTY C&VB INC peNNSYlVANIA STATe OF HOme DepOT INC lOWeS COS INC empIre TODAY llC meNArD INC KOHler CO ppG INDUSTrIeS INC

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

11

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $34,254 $41,259 $59,572 $67,688 $29,283 $32,565 $38,093 $28,971 $276,188 $243,910 $31,632 $800,761

2008 hispAnic ToTAL $$$ (000) $144 $123 $60 $47 $15 $8 $$$86,890 $50,429 $1,147 $17,077 $2,743 $3,618 $361 $101 $58 $2 $2 $0 $1,791 $1,215

2008 nh + hisp ToTAL $$$ (000) $34,397 $41,382 $59,632 $67,735 $29,298 $32,573 $38,093 $28,971 $363,078 $294,339 $32,778 $817,838 $157,690 $251,594 $88,854 $73,383 $72,119 $30,842 $58,163 $37,611 $44,839 $31,355

% hisp = hispAnic $ / (nh $ + hisp $) 0.4% 0.3% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 23.9% 17.1% 3.5% 2.1% 1.7% 1.4% 0.4% 0.1% 0.1% 0.0% 0.0% 0.0% 4.0% 3.9% 281 304 350 369 378 394 477 478 10 18 147 195 206 218 284 339 359 416 422 439 138 140

HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT HOme ImprOVemeNT INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-AUTO INSUrANCe-HeAlTH INSUrANCe-HeAlTH

VAlSpAr COrp ACe HArDWAre COrp STANleY STeemer INTl INC SHerWIN-WIllIAmS CO BATH FITTer FrANCHISING INC BrINKS HOme SeCUrITY HOlDINGS INC CHAmpION WINDOWS mFG & SUplY CO INC mASCO COrp STATe FArm mUTUAl AUTOmOBIle INS CO AllSTATe COrp AmerICAN FAmIlY INSUrANCe CO BerKSHIre HATHAWAY INC

NATIONWIDe mUTUAl INSUrANCe CO $154,947 prOGreSSIVe COrp lIBerTY mUTUAl HOlDING CO INC SAFe AUTO INSUrANCe CO WHITe mOUNTAINS INSUrANCe GrOUp lTD merCUrY GeNerAl COrp TrAVelerS COS INC AmICA mUTUAl INSUrANCe CO KAISer FNDN HeAlTH plAN INC AeTNA INC $247,976 $88,493 $73,282 $72,061 $30,839 $58,160 $37,611 $43,048 $30,139

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

12

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $74,363 $53,519 $53,317 $36,253 $43,054 $91,046 $62,301 $32,998 $28,378 $73,247 $100,569 $70,685 $44,501 $50,733 $62,765 $80,034 $28,494 $63,770

2008 hispAnic ToTAL $$$ (000) $2,255 $1,494 $2 $$$2,726 $339 $143 $91 $11,129 $11,827 $4,802 $$276 $265 $331 $90 $194 $164 $35 $32 $-

2008 nh + hisp ToTAL $$$ (000) $76,618 $55,013 $53,318 $36,253 $43,054 $93,772 $62,640 $33,141 $28,468 $84,377 $112,396 $75,487 $44,501 $51,009 $63,030 $80,365 $28,584 $63,964 $81,920 $44,230 $45,439 $31,702

% hisp = hispAnic $ / (nh $ + hisp $) 2.9% 2.7% 0.0% 0.0% 0.0% 2.9% 0.5% 0.4% 0.3% 13.2% 10.5% 6.4% 0.0% 0.5% 0.4% 0.4% 0.3% 0.3% 0.2% 0.1% 0.1% 0.0% 165 175 424 480 479 170 266 277 300 27 46 96 481 267 279 283 301 303 318 362 366 485

INSUrANCe-HeAlTH INSUrANCe-HeAlTH INSUrANCe-HeAlTH INSUrANCe-HeAlTH INSUrANCe-HeAlTH INSUrANCe-lIFe INSUrANCe-lIFe INSUrANCe-lIFe INSUrANCe-lIFe INSUrANCe-OTHer INSUrANCe-OTHer INSUrANCe-OTHer INSUrANCe-OTHer lUXUrY BrANDS lUXUrY BrANDS lUXUrY BrANDS lUXUrY BrANDS lUXUrY BrANDS lUXUrY BrANDS lUXUrY BrANDS lUXUrY BrANDS lUXUrY BrANDS

HUmANA INC HIGHmArK INC CONSeCO INC ArTHUr mIDDleTON CApITAl HlDNGS INC meDCO HeAlTH SOlUTIONS INC prUDeNTIAl FINANCIAl INC meTrOpOlITAN lIFe INSUrANCe CO NeW YOrK lIFe INSUrANCe CO mASSACHUSeTTS mUTUAl lIFe INS CO ZUrICH FINANCIAl SVCS GrOUp AmerICAN INTl GrOUp INC AFlAC INC ASSUrANT INC TIFFANY & CO CHANel SA ppr SA mOVADO GrOUp INC DOlCe & GABBANA Srl

COmpAGNIe FINANCIere rICHemONT $81,756 SA prADA HOlDING NV mONTreS rOleX SA De BeerS SA $44,195 $45,407 $31,702

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

13

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $32,505 $103,417 $50,747 $164,543 $71,122 $48,222 $852,275 $30,180 $190,268 $676,782 $991,215 $709,042 $51,293 $926,556 $87,849 $147,013 $30,280 $83,510 $28,772 $46,293 $59,977 $77,202

2008 hispAnic ToTAL $$$ (000) $$71,908 $15,354 $38,083 $16,145 $3,995 $49,080 $1,573 $9,656 $31,433 $36,164 $24,062 $1,710 $27,793 $2,484 $3,911 $537 $1,432 $415 $598 $723 $914

2008 nh + hisp ToTAL $$$ (000) $32,505 $175,325 $66,101 $202,626 $87,267 $52,218 $901,354 $31,753 $199,924 $708,215 $1,027,379 $733,103 $53,002 $954,349 $90,333 $150,923 $30,818 $84,942 $29,187 $46,891 $60,700 $78,116

% hisp = hispAnic $ / (nh $ + hisp $) 0.0% 41.0% 23.2% 18.8% 18.5% 7.7% 5.4% 5.0% 4.8% 4.4% 3.5% 3.3% 3.2% 2.9% 2.7% 2.6% 1.7% 1.7% 1.4% 1.3% 1.2% 1.2% 484 2 11 13 14 79 109 118 123 130 146 153 154 169 174 179 205 209 220 232 237 238

lUXUrY BrANDS meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT

GIOrGIO ArmANI COrp VIVeNDI SA rIppleWOOD HOlDINGS llC eCHOSTAr COmmUNICATIONS COrp WeINSTeIN CO llC SIX FlAGS INC WAlT DISNeY CO CeDAr FAIr lp lIONS GATe eNTerTAINmeNT COrp NeWS COrp TIme WArNer INC NATl AmUSemeNTS INC WASHINGTON pOST CO INC GeNerAl eleCTrIC CO (NBC, TelemUNDO, eTC.) BerTelSmANN AG ApOllO ADVISOrS lp CC meDIA HOlDINGS INC meTrO-GOlDWYN-mAYer INC lAGArDere SCA SUmmIT eNTerTAINmeNT llC HAmleT HOlDINGS INC eleCTrONIC ArTS INC

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

14

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $33,817 $38,654 $51,617 $94,451 $84,798 $44,146 $55,027 $35,487 $30,436 $31,509 $279,152 $84,243 $135,450 $89,501 $392,772 $28,891 $28,856 $31,451 $39,379 $152,949 $46,021

2008 hispAnic ToTAL $$$ (000) $299 $188 $249 $225 $153 $54 $64 $14 $0 $$91,786 $10,207 $6,499 $1,956 $6,990 $18,273 $4,613 $1,034 $409 $401 $91

2008 nh + hisp ToTAL $$$ (000) $34,116 $38,842 $51,866 $94,676 $84,950 $44,200 $55,091 $35,501 $30,436 $31,509 $370,938 $94,450 $141,949 $91,457 $399,762 $47,163 $33,469 $32,485 $39,789 $153,350 $46,112

% hisp = hispAnic $ / (nh $ + hisp $) 0.9% 0.5% 0.5% 0.2% 0.2% 0.1% 0.1% 0.0% 0.0% 0.0% 24.7% 10.8% 4.6% 2.1% 1.7% 38.7% 13.8% 3.2% 1.0% 0.3% 0.2% 251 270 271 310 327 343 344 386 431 486 8 43 128 194 202 3 26 155 245 308 320

meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT meDIA & eNTerTAINmeNT - SUBSCrIpTION TV/rADIO meDIA & eNTerTAINmeNT - SUBSCrIpTION TV/rADIO meDIA & eNTerTAINmeNT - SUBSCrIpTION TV/rADIO meDIA & eNTerTAINmeNT - SUBSCrIpTION TV/rADIO meDIA & eNTerTAINmeNT - SUBSCrIpTION TV/rADIO NON-prOFIT NON-prOFIT NON-prOFIT NON-prOFIT NON-prOFIT NON-prOFIT

KUmeYAAY NATION FIrST meDIA GrOUp INC VAlASSIS COmmUNICATIONS INC IAC/INTerACTIVeCOrp NeTFlIX INC UBISOFT eNTerTAINmeNT SA DISCOVerY HOlDING CO GANNeTT CO INC THQ INC HlTH COrp DIreCTV GrOUp INC CABleVISION SYSTemS COrp lIBerTY meDIA COrp COX eNTerprISeS INC COmCAST COrp ST JUDe CHIlDreNS reSeArCH HOSpITAl pArTNerSHIp FOr A DrUG-Free AmerICA CHrISTIAN CHIlDreNS FUND AmerICAN leGACY FNDN AmerICAN ASSN OF reTIreD perSONS AmerICAN AUTOmOBIle ASSN INC

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

15

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000)

2008 hispAnic ToTAL $$$ (000) $22 $18,366 $5,950 $56,792 $36,846 $12,232 $10,932 $29,018 $37,199 $9,458 $5,701 $183,398 $41,945 $6,436 $4,136 $27,311 $6,486 $1,602 $3,957 $20,502 $8,955 $458

2008 nh + hisp ToTAL $$$ (000) $31,787 $99,322 $55,898 $535,929 $406,746 $147,717 $134,414 $376,048 $492,863 $134,223 $84,992 $2,786,244 $705,939 $132,449 $85,955 $623,233 $155,250 $48,081 $119,164 $709,771 $462,614 $36,931

% hisp = hispAnic $ / (nh $ + hisp $) 0.1% 18.5% 10.6% 10.6% 9.1% 8.3% 8.1% 7.7% 7.5% 7.0% 6.7% 6.6% 5.9% 4.9% 4.8% 4.4% 4.2% 3.3% 3.3% 2.9% 1.9% 1.2% 368 15 44 45 62 71 74 78 80 86 90 93 103 120 124 131 132 151 152 172 199 234

NON-prOFIT pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS

AmerICAN SOC prVNT CrlTY ANmlS $31,765 INC COlGATe-pAlmOlIVe CO JW CHIlDS ASSOC lp NeSTle SA SC JOHNSON & SON INC KImBerlY-ClArK COrp HerSHeY CO ClOrOX CO mArS INC GrOUpe DANONe rAlCOrp HOlDINGS INC prOCTer & GAmBle CO GeNerAl mIllS INC KOCH INDUSTrIeS INC Jm SmUCKer CO UNIleVer eNerGIZer HOlDINGS INC TYSON FOODS INC CADBUrY plC KrAFT FOODS INC KellOGG CO HeNKel KGAA $80,956 $49,948 $479,137 $369,900 $135,485 $123,482 $347,030 $455,664 $124,765 $79,291 $2,602,846 $663,994 $126,014 $81,820 $595,923 $148,764 $46,479 $115,207 $689,269 $453,659 $36,472

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

16

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $55,821 $481,832 $58,787 $179,725 $30,975 $93,048 $46,667 $236,586 $101,483 $119,546 $469,587 $60,789 $63,642 $32,144 $167,016 $45,737 $88,689 $54,883 $601,607 $103,520 $30,119 $104,320 $64,465

2008 hispAnic ToTAL $$$ (000) $633 $3,794 $247 $731 $70 $171 $79 $331 $57 $62 $244 $14 $1 $$22,228 $5,848 $10,115 $4,326 $42,647 $4,329 $1,041 $3,134 $1,045

2008 nh + hisp ToTAL $$$ (000) $56,454 $485,626 $59,034 $180,455 $31,046 $93,220 $46,746 $236,918 $101,540 $119,608 $469,831 $60,803 $63,643 $32,144 $189,244 $51,586 $98,803 $59,210 $644,253 $107,849 $31,160 $107,454 $65,510

% hisp = hispAnic $ / (nh $ + hisp $) 1.1% 0.8% 0.4% 0.4% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 11.7% 11.3% 10.2% 7.3% 6.6% 4.0% 3.3% 2.9% 1.6% 239 254 280 285 313 326 331 337 374 376 377 397 429 488 33 37 51 81 92 137 150 168 213

pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS pACKAGeD GOODS perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre

mCCOrmICK & CO INC reCKITT BeNCKISer plC HOrmel FOODS COrp CONAGrA FOODS INC FerrerO SpA SCOTTS mIrACle-GrO CO DeAN FOODS CO CHUrCH & DWIGHT CO INC TATA SONS lTD HAllmArK CArDS INC CAmpBell SOUp CO SArA lee COrp HJ HeINZ CO NeWell rUBBermAID INC GUTHY-reNKOr COrp AlTICOr INC BeIerSDOrF AG AVON prODUCTS INC lOreAl SA COmBe INC CONAIr COrp AlBerTO-CUlVer CO ADerANS CO lTD

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

17

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $139,855 $117,562 $82,205

2008 hispAnic ToTAL $$$ (000) $1,820 $1,491 $700 $490 $10 $$26,415 $96,814 $10,119 $5,586 $4,261 $9,800 $5,205 $1,006 $1,796 $1,129 $246 $1,534 $341 $36 $157 $59

2008 nh + hisp ToTAL $$$ (000) $141,676 $119,053 $82,905 $145,599 $110,878 $31,188 $266,699 $1,187,926 $281,805 $234,315 $264,152 $765,413 $433,819 $93,802 $249,304 $192,951 $59,242 $466,910 $121,719 $33,301 $190,561 $91,192

% hisp = hispAnic $ / (nh $ + hisp $) 1.3% 1.3% 0.8% 0.3% 0.0% 0.0% 9.9% 8.1% 3.6% 2.4% 1.6% 1.3% 1.2% 1.1% 0.7% 0.6% 0.4% 0.3% 0.3% 0.1% 0.1% 0.1% 230 233 252 294 415 489 53 73 144 187 211 231 236 241 256 262 282 296 305 347 358 371

perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre perSONAl CAre-COSmeTICS-SKIN CAre pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl

JOH A BeNCKISer GmBH eSTee lAUDer COS INC CHATTem INC

mACANDreWS & FOrBeS HOlDINGS $145,109 INC KAO COrp elIZABeTH ArDeN INC WYeTH JOHNSON & JOHNSON CH BOeHrINGer SOHN NOVArTIS AG ASTrAZeNeCA plC GlAXOSmITHKlINe plC SCHerING-plOUGH COrp BrISTOl-mYerS SQUIBB CO merCK & CO INC ABBOTT lABOrATOrIeS INC merCK/SCHerING-plOUGH pHArmACeUTClS BAYer AG AllerGAN INC JOHNSON & JOHNSON merCK CNSmr pH CO SANOFI-AVeNTIS SA rOCHe HOlDING AG $110,868 $31,188 $240,284 $1,091,112 $271,686 $228,729 $259,891 $755,613 $428,614 $92,796 $247,508 $191,822 $58,996 $465,376 $121,378 $33,265 $190,404 $91,132

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

18

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $210,120 $80,362 $770,447 $49,593 $33,333 $169,476 $393,306 $51,044 $108,877 $77,609 $37,795 $28,335 $29,261 $284,537 $131,963 $62,132 $28,241 $76,686 $44,716 $241,632 $34,157 $69,488

2008 hispAnic ToTAL $$$ (000) $29 $5 $16 $$$$$$$$$3,085 $2,609 $5,624 $1,891 $410 $155 $348 $32,989 $30,803 $922 $146

2008 nh + hisp ToTAL $$$ (000) $210,148 $80,367 $770,463 $49,593 $33,333 $169,476 $393,306 $51,044 $108,877 $77,609 $37,795 $31,421 $31,869 $290,161 $133,854 $62,542 $28,395 $77,034 $77,705 $272,435 $35,079 $69,633

% hisp = hispAnic $ / (nh $ + hisp $) 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 9.8% 8.2% 1.9% 1.4% 0.7% 0.5% 0.5% 42.5% 11.3% 2.6% 0.2% 407 419 426 493 495 491 490 497 496 492 494 54 72 198 221 260 265 275 1 38 177 316

pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pHArmACeUTICAl pOlITICAl CAmpAIGNS pOlITICAl CAmpAIGNS pOlITICAl CAmpAIGNS pOlITICAl CAmpAIGNS pOlITICAl CAmpAIGNS pOlITICAl CAmpAIGNS pOlITICAl CAmpAIGNS prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm

OTSUKA pHArmACeUTICAl CO lTD AmGeN INC pFIZer INC ASTellAS pHArmA INC BerKeleY premIUm NUTrACeUTICAlS INC BrISTOl-mYerS SQUIBB/SANOFI pHrmCTl elI lIllY & CO INC merIAl lTD SeprACOr INC SHIre pHArmACeUTICAlS GrOUp plC TAKeDA pHArmACeUTICAl CO lTD VOTe YeS ON 94-l1-SF-SD-S1 ClINTON HIllArY FOr preSIDeNT OBAmA BArACK FOr preSIDeNT mCCAIN JOHN FOr preSIDeNT repUBlICAN NATl COmmITTee AmerICAN TAX relIeF DemOCrATIC NATl COmmITTee HArBINGer CApITAl pArTNerS (BAllYS FITNeSS, eTC.) TpG CApITAl lp (UNIVISION, eTC.) VelO HOlDINGS INC SUN CApITAl pArTNerS INC

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

19

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $50,495 $154,243 $54,859 $67,491 $33,404 $64,295 $33,133 $31,963 $112,112 $34,350 $670,025 $108,845 $144,054 $246,254 $388,487 $805,236 $100,135 $130,891 $125,744 $149,652 $89,102 $51,310

2008 hispAnic ToTAL $$$ (000) $96 $228 $57 $40 $7 $13 $$$20,105 $5,809 $107,833 $14,394 $18,977 $25,053 $27,776 $51,420 $4,301 $2,591 $411 $464 $192 $5,203

2008 nh + hisp ToTAL $$$ (000) $50,591 $154,472 $54,916 $67,531 $33,411 $64,307 $33,133 $31,963 $132,217 $40,158 $777,857 $123,240 $163,031 $271,308 $416,263 $856,656 $104,436 $133,482 $126,156 $150,116 $89,294 $56,514

% hisp = hispAnic $ / (nh $ + hisp $) 0.2% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 15.2% 14.5% 13.9% 11.7% 11.6% 9.2% 6.7% 6.0% 4.1% 1.9% 0.3% 0.3% 0.2% 9.2% 324 336 348 373 399 402 482 483 22 23 25 34 35 58 91 102 134 197 298 302 314 59

prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm prIVATe INVeSTmeNT FIrm reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-QSr reSTAUrANTS-SIT-DOWN

INNOVATION VeNTUreS llC TrIVeST pArTNerS lp mADISON DeArBOrN pArTNerS llC WellSprING CApITAl mANAGemeNT llC FreemAN SpOGlI & CO leONArD GreeN & pArTNerS lp GAINSDAle SUB pTY lTD STONINGTON pArTNerS INC DOmINOS pIZZA INC AFC eNTerprISeS INC mCDONAlDS COrp JACK IN THe BOX INC SONIC COrp WeNDYS INTl INC DOCTOrS ASSOC INC YUm! BrANDS INC CKe reSTAUrANTS INC pApA JOHNS INTl INC DUNKIN BrANDS INC WeNDYS/ArBYS GrOUp INC QUIZNOS mASTer llC DeNNYS COrp

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

20

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $203,355 $268,450 $119,298 $153,904 $97,542 $31,667 $98,468 $29,512 $204,238 $183,739 $36,069 $102,452 $510,923 $701,632 $543,723 $28,636 $45,195 $30,012 $58,079 $173,251 $33,829 $57,386 $91,719

2008 hispAnic ToTAL $$$ (000) $10,198 $13,055 $1,676 $18,943 $4,822 $546 $13,346 $2,677 $6,260 $5,613 $5 $2 $62,539 $71,794 $49,792 $9,015 $2,554 $571 $399 $999 $110 $136 $139

2008 nh + hisp ToTAL $$$ (000) $213,553 $281,505 $120,974 $172,846 $102,364 $32,213 $111,813 $32,189 $210,497 $189,352 $36,073 $102,454 $573,462 $773,426 $593,515 $37,651 $47,749 $30,583 $58,478 $174,251 $33,939 $57,522 $91,858

% hisp = hispAnic $ / (nh $ + hisp $) 4.8% 4.6% 1.4% 11.0% 4.7% 1.7% 11.9% 8.3% 3.0% 3.0% 0.0% 0.0% 10.9% 9.3% 8.4% 23.9% 5.3% 1.9% 0.7% 0.6% 0.3% 0.2% 0.2% 125 127 223 40 126 208 32 70 161 163 410 427 41 57 68 9 111 200 257 263 299 311 335

reSTAUrANTS-SIT-DOWN reSTAUrANTS-SIT-DOWN reSTAUrANTS-SIT-DOWN reTAIl-DrUGSTOreS reTAIl-DrUGSTOreS reTAIl-DrUGSTOreS reTAIl-eleCTrONICS reTAIl-eleCTrONICS reTAIl-eleCTrONICS reTAIl-eleCTrONICS reTAIl-eleCTrONICS reTAIl-eleCTrONICS reTAIl-mASS merCH/DepT STOreS reTAIl-mASS merCH/DepT STOreS reTAIl-mASS merCH/DepT STOreS reTAIl-OTHer reTAIl-OTHer reTAIl-OTHer reTAIl-OTHer reTAIl-OTHer reTAIl-OTHer reTAIl-OTHer reTAIl-OTHer

IHOp COrp DArDeN reSTAUrANTS INC BrINKer INTl INC WAlGreeN CO CVS/CAremArK COrp rITe AID COrp rADIOSHACK COrp BrANDSmArT mIDWeST INC-KC BeST BUY CO INC CIrCUIT CITY STOreS INC AJ rICHArD & SONS INC FrYS eleCTrONICS INC SeArS HOlDINGS COrp WAl-mArT STOreS INC TArGeT COrp reNT-A-CTr INC ZAle COrp ACADemY COrp STApleS INC SIGNeT GrOUp plC OFFICe DepOT INC peTSmArT INC BrADFOrD eXCHANGe lTD

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

21

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $71,346 $46,904 $69,175 $65,022 $279,139 $51,950 $319,516 $100,566 $824,588 $196,644 $107,747 $112,539 $77,823 $152,296 $42,568 $28,153 $35,303 $60,181 $38,578 $85,659 $73,747 $68,584 $148,658

2008 hispAnic ToTAL $$$ (000) $33 $0 $$14,407 $53,196 $7,681 $17,854 $5,461 $35,898 $7,945 $1,983 $1,826 $732 $244 $15 $4 $5 $0 $$7,841 $6,489 $4,808 $3,498

2008 nh + hisp ToTAL $$$ (000) $71,379 $46,904 $69,175 $79,429 $332,335 $59,631 $337,369 $106,027 $860,486 $204,589 $109,730 $114,365 $78,556 $152,540 $42,583 $28,157 $35,308 $60,182 $38,578 $93,501 $80,236 $73,393 $152,156

% hisp = hispAnic $ / (nh $ + hisp $) 0.0% 0.0% 0.0% 18.1% 16.0% 12.9% 5.3% 5.2% 4.2% 3.9% 1.8% 1.6% 0.9% 0.2% 0.0% 0.0% 0.0% 0.0% 0.0% 8.4% 8.1% 6.6% 2.3% 380 438 498 16 20 29 113 116 133 139 201 212 246 333 388 408 411 433 499 69 76 94 190

reTAIl-OTHer reTAIl-OTHer reTAIl-OTHer reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel reTAIl-SpeCIAlTY AppArel SUpermArKeTS SUpermArKeTS SUpermArKeTS SUpermArKeTS

lA leONArDO FINANZIArIA Srl BIG lOTS INC GOlDeNWeST DIAmOND COrp COlleCTIVe BrANDS INC JC peNNeY CO INC merVYNS HOlDINGS llC KOHlS COrp rOSS STOreS INC mACYS INC GAp INC TJX COS INC meNS WeArHOUSe INC SCHOTTeNSTeIN STOreS COrp DIllArDS INC BON-TON STOreS INC ll BeAN INC SAKS INC lTD BrANDS INC NrDC eQUITY pArTNerS llC SAFeWAY INC SUperVAlU INC pUBlIX SUper mArKeTS INC KrOGer CO

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

22

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny

2008 non-hisp ToTAL $$$(000) $31,173 $38,868 $47,506 $34,892 $377,035 $633,360 $1,463,209 $1,431,138 $78,937 $90,273 $131,380 $29,608 $66,037 $184,773 $59,417 $121,525 $37,367 $171,701 $30,948 $36,929 $37,384 $68,061

2008 hispAnic ToTAL $$$ (000) $30 $2 $9,506 $5,846 $56,621 $61,726 $129,040 $111,404 $5,422 $2,326 $1,431 $0 $6,664 $609 $7 $2 $19,997 $15,852 $2,072 $1,567 $1,494 $2,379

2008 nh + hisp ToTAL $$$ (000) $31,203 $38,870 $57,012 $40,739 $433,656 $695,086 $1,592,249 $1,542,542 $84,359 $92,599 $132,810 $29,609 $72,701 $185,382 $59,424 $121,527 $57,365 $187,553 $33,019 $38,497 $38,878 $70,440

% hisp = hispAnic $ / (nh $ + hisp $) 0.1% 0.0% 16.7% 14.4% 13.1% 8.9% 8.1% 7.2% 6.4% 2.5% 1.1% 0.0% 9.2% 0.3% 0.0% 0.0% 34.9% 8.5% 6.3% 4.1% 3.8% 3.4% 354 421 19 24 28 64 75 83 95 182 240 437 60 297 413 428 5 66 97 135 141 148

SUpermArKeTS SUpermArKeTS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TeleCOmmUNICATIONS TOYS TOYS TOYS TOYS TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe

DelHAIZe GrOUp rOYAl AHOlD NV leAp WIreleSS INTl INC meTrOpCS INC DeUTSCHe TeleKOm AG SprINT NeXTel COrp AT&T INC VerIZON COmmUNICATIONS INC QWeST COmmUNICATIONS TelepHONe & DATA SYSTemS INC VONAGe HOlDINGS COrp UNITeD ONlINe INC TOYS r US INC mATTel INC SpIN mASTer lTD HASBrO INC TImeSHAreS ONlY INC SOUTHWeST AIrlINeS CO Amr COrp lAS VeGAS CONVeNTION & VSTrS ATHrTY WYNDHAm WOrlDWIDe COrp rOYAl CArIBBeAN CrUISeS lTD

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

23

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

overALL prinT+Tv+rAdio prinT+Tv+rAdio prinT+Tv+rAdio

hispAnic ALLocATion of overALL spend

hispAnic overALL ALLocATion rAnk Among Top 500 AdverTisers

cATegory

pArenT compAny INTerCONTINeNTAl HOTelS GrOp plC CHOICe HOTelS INTl INC mArrIOTT INTl INC TrACINDA COrp AVIS BUDGeT GrOUp INC STArWOOD HOTelS & reSrTS WrlDWD INC CArNIVAl COrp CCmG HOlDINGS INC CArlSON COS INC prICelINe.COm INC eXpeDIA INC UAl COrp SOVereIGN HOlDINGS INC

2008 non-hisp ToTAL $$$(000) $65,312 $47,028 $62,349 $30,554 $32,607 $39,877 $89,100 $48,786 $102,857 $28,899 $107,828 $29,679 $70,196

2008 hispAnic ToTAL $$$ (000) $1,975 $1,180 $567 $62 $65 $39 $64 $30 $36 $5 $14 $0 $-

2008 nh + hisp ToTAL $$$ (000) $67,287 $48,208 $62,916 $30,616 $32,672 $39,916 $89,164 $48,816 $102,892 $28,904 $107,843 $29,680 $70,196

% hisp = hispAnic $ / (nh $ + hisp $) 2.9% 2.4% 0.9% 0.2% 0.2% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 166 186 248 317 319 352 365 372 390 404 409 434 500

TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe TrAVel -AIr, lODNG, CAr, CrUISe

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

24

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

25

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

26

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

B u i ld i n g o n th e R i g ht S pe n d Stu dy

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.

27

The AssociATion of hispAnic AdverTising Agencies

www.AhAA.org

2008 vs 2006 Hispanic $$$ % Increase/Decrease

28
Categories $$ & Allocation Gainers & Losers at a glance
Insurance-Auto Insurance-Life Education Financial Services-Investment firms Retail-Specialty Apparel Insurance-Other Electronics-Other Personal Care-Cosmetics-Skin care Furniture Restaurants-Sit-Down Travel -Air, Lod'ng, Car, Cruise Restaurants-QSR Retail-Drugstores Pharmaceutical Retail-Mass Merch/Dept Stores Home improvement Retail-Other Government Private Investment Firm Automotive Parts Supermarkets Energy Insurance-Health Retail-Electronics Media & Entertainment Beverages -Non-Alcoholic Apparel Apparel-Shoes Appliances Automotive -Dealers Assn Financial Services-Banks-Mortgage Toys Automotive Mfr B2B Luxury brands Consumer Services-Div ersified Electronics-Computer Financial Services-Credit Cards Packaged Goods Telecommunications Beer Beverages-Alcoholic Automotive -Dealer

100%

The AssociATion of hispAnic AdverTising Agencies

hispanic

marketing investment trends 2009

AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.
Financial Services-Other

The AssociATion of hispAnic AdverTising Agencies

-6% -4% -2% 0% 2% 4% 6%

50%

0%

-50%

Non-Profit

-100%

-10%

-8%

B u i ld i n g o n th e R i g ht S pe n d Stu dy

Hispanic Allocation of Overall Spend 2008 vs 2006 + or - Point Increase/Decrease

www.AhAA.org