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E-mail DataCenter@AdAge.com; send mail to Advertising Age, 711 Third Ave., New York, N.Y. 10017 or call (212) 210-0100. Subscription and print single copy sales (888) 288-5900; Advertising (212) 210-
0159. Staff: Kevin Brown, Bradley Johnson, Maureen Morrison, Maura Wall, Mike Ryan, Laurel Wentz. This Hispanic Fact Pack is a supplement to Advertising Age, published July 23, 2007. Digital PDF versions of this document can be downloaded in the DataCenter at AdAge.com.
CONTENTS
ADVERTISING & MARKETING
Hispanic media ad spending growth rates and spending by category . . . . . . . . . . . . . . . . .6 Hispanic ad spending by media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Top 50 advertisers in Hispanic media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-11 Top advertisers in Hispanic TV, magazines, newspapers and on the web . . . . . . . . . . .12-20
MEDIA
Top Hispanic DMAs by media spending and top 10 TV markets . . . . . . . . . . . . . . . . . . . . .22 Top Hispanic newspapers by ad revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Top Hispanic magazines by ad revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Top five radio formats and top five Spanish-formatted radio stations . . . . . . . . . . . . . . .28 Top web sites by viewers and ad revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30-32 Top prime-time TV programs and networks among Hispanic viewers . . . . . . . . . . . . . .34-35 Top cable programs and networks among Hispanic viewers . . . . . . . . . . . . . . . . . . . . .36-37
USE OF TECHNOLOGY
Mobile data activities by Hispanics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38 Hispanic online activities and demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40-41 Hispanic technology ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42
DEMOGRAPHICS
U.S. Hispanic population by race, projected growth . . . . . . . . . . . . . . . . . . . . . . . . . . .44-45 Top 25 U.S. Hispanic markets by population; population by place of origin . . . . . . . .46-47
Hispanic media data from HispanTelligence, research arm of Hispanic Business, based on input from TNS Media Intelligence, media industry experts, advertising agencies and public records. *The 2007 Hispanic media growth rate is a forecast from TNS. All U.S. media totals from TNS.
Dollars in thousands. Media from TNS Media Intelligence and representing combined media totals for TV from broadcast TV networks, Galavision (cable) and Spanishlanguage spot TV stations; print from Spanish-language magazines (including four PIB-monitored Spanish-language magazines) and Spanish-language newspapers. Categories are aggregated by Ad Age. Only the top 10 are shown.
Dollars in millions. Data from HispanTelligence, research arm of Hispanic Business. National totals based on input from TNS Media Intelligence, media industry experts, advertising agencies and public records. Figures are net (media-retained) ad expenditures.
64.3%
19.3%
Dollars in thousands. Media from TNS Media Intelligence and represent the sum of broadcast TV networks, Galavision (cable), Spanish-language magazines (including
four PIB-monitored Spanish-language magazines), Spanish-language newspapers and Spanish-language spot TV.
Dollars in thousands. Measured newspaper ad spending from TNS Media Intelligence. Percent change is computed from 2005 data. Automotive dealers and associations are excluded.
Dollars are in thousands. Measured web ad spending from TNS Media Intelligence. TNS monitors 37 Hispanic sites. Excludes paid search and broadband video.
tradicin
Tradition. Tradition isnt what it used to be, at least not in the megabillion dollar Latino market. One thing remains, however: the place where Latinos and Latinas truly connect with a product is in print. Research shows Spanish-language newspapers are where they come for the information they need to make smarter buying decisions. Delivering over 11 million Latinos per month through our network of newspapers, magazine, and online platforms, ImpreMedia is a pretty smart buying decision for you and your client, qu no? ImpreMedia. The #1 Hispanic Print, News, and Online Publisher. Your conexin to our audience.
Source: 2004 NAA Planbook, Newspaper Advertising of ROP, Inserts & Coupons
www.impremedia.com
Dollars are in thousands. Measured spot TV ad spending from TNS Media Intelligence. Percent change is computed from 2005 data. Automotive dealers and associations and political advertising are excluded.
Dollars in thousands. Measured ad spending from TNS Media Intelligence for Univision, Telemundo and TeleFutura TV networks and Galavision cable TV network.
Dollars in thousands. Magazine ad spending from TNS Media Intelligence, including two media classifications: Spanish-language magazines and four PIB-monitored Spanish-language magazines.
Dollars in thousands. Measured radio ad spending from Nielsen Monitor-Plus. Percent change is computed from 2005 data.
MEDIA
TOP HISPANIC DMAS BY MEDIA SPENDING
RANK MARKET 1 2 3 4 5 6 7 8 9 10 Los Angeles Miami-Fort Lauderdale New York Houston Chicago San Francisco-Oakland-San Jose Dallas Phoenix San Antonio San Diego Total top 10 TOTAL $631.4 298.9 255.7 134.6 123.4 82.8 77.8 62.2 62.2 54.1 1,783.0 % CHG 8.1 6.1 6.9 6.8 3.8 7.7 7.4 6.5 4.9 3.8 6.8 TV $348.9 133.2 111.1 63.3 49.0 45.7 38.7 29.8 23.1 29.1 871.9 RADIO $182.5 100.8 90.6 62.1 47.4 31.0 30.3 14.5 34.6 19.5 613.3 PRINT $100.0 64.8 54.0 9.2 27.0 6.1 8.7 17.9 4.5 5.6 297.7
Dollars are estimated and are in millions for designated market areas. Numbers are rounded. Data from HispanTelligence, the research arm of Hispanic Business. Market estimates based on information supplied by Spanish-language TV, radio and print outlets.
HISPANIC TV HH 1,775,100 1,190,410 625,280 492,360 454,050 431,560 356,930 340,200 332,510 268,650 11,630,000
TOTAL TV HH 5,611,110 7,366,950 1,538,620 1,982,120 3,455,020 2,378,660 774,470 2,383,570 1,725,000 327,070 111,400,000
HISP. % OF ALL* 31.6% 16.2 40.6 24.8 13.1 18.1 46.1 14.3 19.3 82.1 10.4
DOMIN.** 45.4% 51.2 62.6 48.2 47.4 51.2 25.3 42.7 42.2 47.6 45.1
Data from Nielsen Hispanic Station Index. *Estimates as of Jan. 1, 2007. **% of Hispanic households where only or mostly Spanish is spoken by all persons 2 yrs. old+ in the home. 1) Harlingen, Weslaco, Brownsville and McAllen, Texas
www.univision.net
Dollars are in thousands. Measured newspaper ad spending from TNS Media Intelligence. Percent change is computed from figures for 2005.
Thalia
Maria Celeste
Maria Marin
Dollars in thousands. Measured magazine ad spending from Media Economics Groups HispanicMagazineMonitor through Televisa Publishing. *Launched in 2006.
ALL FORMATS
1 2 3 4 5 News, talk, info Adult contemporary Spanish-language Contemporary hits Urban 17.4 13.9 11.9 10.8 9.9 2.6 8.4 9.5 38.3 16.5 3.9 10.0 16.5 25.2 13.5 9.4 13.6 19.5 15.0 10.7 14.5 15.5 13.0 8.0 10.4
SPANISH-LANGUAGE FORMATS
1 2 3 3 5 Mexican regional Spanish contemporary Spanish adult Spanish tropical Spanish news 4.8 2.3 1.4 1.4 0.8 3.4 2.1 0.5 0.8 0.1 8.7 2.8 1.2 1.5 0.1 9.7 3.5 2.2 1.9 0.5 5.0 2.5 1.8 1.8 0.7
Formats ranked by share of 12-plus listening audience. How to read the charts: The Spanish-language format holds an 11.9% share of all radio listening aged 12 and older. Data from Arbitrons American Format Listening Trends report for Winter 2007 covering 98 continuously measured markets. Spanish-Language Formats are a subset of line 3 Spanish-language in the All Formats table.
Source: Arbitron. Exported report from Maximi$er Plus measured Monday to Sunday, 6 a.m. to midnight for all person ages 12 plus. Cumulative listeners are the total audience in a given week. From the Fall 2006 report.
SPANISH-LANGUAGE PREFERRED
RANK 1 2 3 4 5 6 7 8 9 10 PROPERTY Yahoo sites Google sites Microsoft sites Time Warner network Univision.com eBay Fox Interactive Media Terra Networks Wikipedia sites Amazon sites UNIQUE VISITORS IN THOUSANDS 3,127 2,805 2,742 2,058 1,904 1,704 1,543 1,368 963 853 % REACH 87.9 78.8 77.1 57.8 53.5 47.9 43.4 38.4 27.1 24.0
Data from comScore Media Metrix. Percent reach is of all Hispanic Internet users (16.5 million) in April 2007.
ENGLISH-LANGUAGE PREFERRED
RANK 1 2 3 4 5 6 7 8 9 10 PROPERTY Time Warner network Yahoo sites Google sites Microsoft sites Fox Interactive Media eBay Apple Ask network Wikipedia sites Viacom Digital UNIQUE VISITORS IN THOUSANDS 6,583 6,451 6,199 5,677 4,866 4,259 2,588 2,588 2,454 2,432 % REACH 76.9 75.3 72.4 66.3 56.8 49.7 30.2 30.2 28.7 28.4
For effective and insightful Hispanic direct marketing, call 214.259.8355.
Data from comScore Media Metrix. Unique visitors are in thousands. Percent reach is the percent of all Hispanic internet users who prefer Spanish (3.6 million in the top table) or English (8.6 million in the bottom table) who visited the property for the month of April 2007.
Dollars are in thousands. Measured web ad spending from TNS Media Intelligence. Percent change is computed from 2005 data. TNS monitors 37 Hispanic sites. Excludes paid search and broadband video.
TOP PRIME-TIME NETWORK TV PROGRAMS Ranked by May 2007 ratings among Hispanic viewers
SPANISH-LANGUAGE
RANK PROGRAM [DAY] 1 2 2 4 5 6 7 7 9 10 Destilando Amor [Wed] Destilando Amor [Mon] Destilando Amor [Thu] Destilando Amor [Tue] Fea Mas Bella [Wed] Fea Mas Bella [Mon] Fea Mas Bella [Thu] Fea Mas Bella [Tue] Destilando Amor [Fri] Fea Mas Bella [Fri] NETWORK Univision Univision Univision Univision Univision Univision Univision Univision Univision Univision HISP. HH RATING 23.8 23.2 23.2 23.0 22.9 22.7 22.5 22.5 20.6 19.7 AVG. HISP. AVG. HISP. HH VWRS 2,770 2,704 2,694 2,672 2,662 2,640 2,622 2,617 2,401 2,291 5,194 5,121 5,244 4,898 4,938 4,824 5,120 4,797 4,230 4,114
Data from Nielsen Hispanic Television Index based on Hispanic prime-time viewership from 7 p.m. to 11 p.m. from Sept. 18, 2006 to May 27, 2007. Rating is % of Hispanic TV HH; share is % of those HHs with TV sets in use and watching the network. P 2+ counts total viewing persons in thousands those Hispanic TV households tuned in to the network. Viewing estimates include 7 days of DVR.
ENGLISH-LANGUAGE
RANK* PROGRAM [DAY/DATE] 29 34 45 54 55 57 62 62 65 66 American Idol [Wed] American Idol [Tue] Dancing with the Stars Result [Tue] Dancing with the Stars [Mon] Greys Anatomy [Thu 9 pm] House Family Guy Heroes Desperate Housewives American Dad NETWORK Fox Fox ABC ABC ABC Fox Fox NBC ABC Fox HISP. HH RATING 8.4 7.4 6.2 5.2 5.1 5.0 4.3 4.3 4.1 4.0 AVG. HISP. AVG. HISP. HH VWRS 976 866 727 609 597 578 504 498 481 467 1,543 1,401 1,005 844 801 892 809 745 726 738
Data from Nielsen Media Research, Nielsen Hispanic Telvision Index. Households and viewers are measured in thousands. Rating is % of Hispanic TV households. Measurement period was 7p.m. to 11p.m., Monday through Sunday (4/30/2007-5/27 /2007). *Rank among Hispanic viewers. Programs under five minutes and breakouts are excluded. Average Hispanic viewers (VWRs) are the number of persons in Hispanic households viewing the program. Viewing estimates include 7 days of DVR.
Copa Libertadores Qtr Rd, Gm3 (2) [5/16] Fox Sports en Espaol Copa Libertadores Qtr Rd - Gm7 (2) [5/23] Fox Sports en Espaol El Chavo II [5/24] El Chavo II [5/18] El Chavo II [5/09] El Chavo II [5/11] El Chavo II [5/22] El Chavo II [5/17] El Chavo II [5/14] Galavision Galavision Galavision Galavision Galavision Galavision Galavision
Data from Nielsen Media Research's NHTI for May 2007. There are 8.8 million Hispanic cable households out of 11.6 million Hispanic TV households. Networks are those with coverage of 20% or more. *Data in this table reflect cable coverage only. MTV Tr3s also has broadcast affiliates. Through March 2007, MTV Tr3s is distributed to 46.3% of U.S. Hispanic TV households including cable and station affiliates.
ENGLISH-LANGUAGE
RANK PROGRAM [DATE] 1 2 3 3 5 5 5 8 8 8 WWE Entertainment [4/30] Ned Declassified [5/14] WWE Entertainment [5/07] SpongeBob [5/25] Drake & Josh [5/16] SpongeBob [5/25] WWE Entertainment [5/14] SpongeBob [5/26] Ned Declassified [5/26] Suite Life Of Zack & Cody [5/07] NETWORK USA Network Nickelodeon USA Network Nickelodeon Nickelodeon Nickelodeon USA Network Nickelodeon Nickelodeon Disney Channel HISP. HH RATING 4.8 4.1 3.9 3.9 3.8 3.8 3.8 3.7 3.7 3.7 AVG. HISP. AVG. HISP. HH VWRS 555 472 456 455 445 447 437 429 434 429 1,004 600 762 603 634 652 720 493 701 613
Data from Nielsen Media Research, Nielsen Hispanic Homevideo Index. Households and viewers are measured in thousands. Rating is % of Hispanic TV households. Measurement period was 24 hours, Monday through Sunday (4/30-05/27). Programs under five minutes and breakouts are excluded. Average Hispanic viewers (VWRs) are the number of persons in Hispanic households viewing the program. Viewing estimates include 7 days of DVR.
USE OF TECHNOLOGY
MOBILE DATA ACTIVITIES
Hispanics are early adopters of mobile data services
Which of the following activities do you do using mobile data service on your mobile device. . . U.S. Hispanics U.S. non-Hispanics*
MESSAGING (IM, SMS OR MMS)1 DOWNLOAD RING TONES PLAY GAMES SEND OR RECEIVE E-MAIL DOWNLOAD OR STREAM MUSIC FILES CHECK THE WEATHER LOOK UP DIRECTIONS OR MAPS READ THE NEWS SEARCH TELEPHONE DIRECTORIES RESEARCH ENTERTAINMENT RECEIVE OR CHECK SPORTS SCORES/UPDATES DOWNLOAD OR STREAM VIDEO FILES RESEARCH PRODUCTS FOR PURCHASE CHECK FINANCIAL ACCOUNTS RECEIVE OR CHECK STOCK QUOTES
0 25 50 75 100%
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Source: Forrester Research HATAS Q3 2006 Phone Survey. Headlines are from Forresters analysis. *Source: Forresters NACTAS, 2006 Benchmark Survey. Base: 523 Hispanic mobile data users *Base: 7,905 US non-Hispanic mobile data users. 1) IM: Instant messaging. SMS: Short message service. MMS: Multimedia messaging service. More info: http://www.forrester.com/adagehispanic
lacanastadevalores.com
ONLINE ACTIVITIES
Hispanics go online to connect and entertain
When on the internet, do you ever do the following? U.S. Hispanics U.S. non-Hispanics* Mean income Mean age DEMOGRAPHIC
ONLINE DEMOGRAPHICS
Hispanic web users are more affluent, educated and acculturated
ONLINE* OFFLINE** 36 $48,000 60% 26% 29% 61% 22% 47% 20% 40 $24,000 58% 6% 36% 83% 9% 75% 13% OVERALL 38 $36,000 59% 16% 32% 72% 15% 61% 16%
USE E-MAIL SEND OR RECEIVE PHOTOS VIA E-MAIL RESEARCH PRODUCTS FOR PURCHASE USE IM LISTEN TO INTERNET RADIO OR STREAMING AUDIO WATCH INTERNET VIDEO OR STREAMING VIDEO DOWNLOAD MUSIC SUCH AS ON ITUNES USE SOCIAL NETWORKING SITES
1
Has children under 18 in household Has at least a college degree Has at least five people in household 1st generation in U.S. 2nd generation in U.S. Spanish-dominant Bilingual
Source: Forrester Research Hispanic Technographics Consumer Technology and Marketing Phone Survey, Q1 2007. Headlines are from Forresters analysis. *Base: 1,477 online Hispanic adults. **Base: 1,513 offline Hispanic adults. Overall base: 2,990 Hispanic adults. More info: http://www.forrester.com/adagehispanic
PUBLISH YOUR OWN WEB PAGES ENTER COMPETITIONS OR SWEEPSTAKES PUBLISH OR MAINTAIN A BLOG
0 25 50 75 100%
Source: Forrester Research Hispanic Technographics Consumer Technology And Marketing Phone Survey, Q1 2007. Headlines are from Forresters analysis. *Source: North American Technographics Benchmark Survey, 2007. Base: 1,477 online Hispanic adults *Base: 36,494 online non-Hispanic adults. 1) Such as MySpace or LinkedIn. 2) Such as iTunes and Movielink. 3) Includes forums or chat rooms. More info: http://www.forrester.com/adagehispanic
DEVICE OWNERSHIP
Hispanics keep pace with non-Hispanics on entertainment devices
Do you or does someone in you household own a . . . U.S. Hispanics U.S. non-Hispanics*
MOBILE PHONE ANY PC DESKTOP COMPUTER VIDEOGAMING CONSOLE PORTABLE MP3 PLAYER HANDHELD VIDEOGAME LAPTOP COMPUTER SATELLITE RADIO
0 25 50 75 100%
Source: Forrester Research Hispanic Technographics Consumer Technology And Marketing Phone Survey, Q1 2007. Headlines are from Forresters analysis. *Source: North American Technographics Benchmark Survey, 2007. Base: 2,990 U.S. Hispanic adults. *Base: 48,468 US non-Hispanic adults. More info: http://www.forrester.com/adagehispanic
DEMOGRAPHICS
U.S. POPULATION BY RACE AND HISPANIC ORIGIN
2006 Total population White Black American Indian/Alaska native Asian Native Hawaiian/Pacific Islander Hispanic (of any race) Not Hispanic (of any race) 299,398,484 239,746,254 38,342,549 2,902,851 13,159,343 528,818 44,321,038 255,077,446 2005 296,507,061 237,885,464 37,904,619 2,863,696 12,756,578 517,491 42,872,091 253,634,970 CHANGE 2,891,423 1,860,790 437,930 39,155 402,765 11,327 1,448,947 1,442,476 % CHG 1.0 0.8 1.1 1.3 3.1 2.1 3.3 0.6
2040
2050
282,125 308,936 335,805 363,584 391,946 419,854 87,585 102,560 30-40 28,362 14,530 30-40 8 20 2040 100 22 40-50 27,908 14,975 40-50 7 17 2050 100 24
Source: U.S. Census Bureau, annual estimates of the population by sex, race and Hispanic or Latino origin for the United States: April 1, 2000, to July 1, 2006, released May 17, 2007. Race totals do not include individuals reporting two or more races (4,718,669 in 2006).
WHITE: 92.5%
TWO OR MORE RACES: 1.4% NATIVE HAWAIIAN PACIFIC ISLANDER: 0.3% ASIAN: 0.6% AMERICAN INDIAN/ ALASKA NATIVE: 1.5% BLACK: 3.7%
Source: U.S. Census Bureau, annual estimates of the population by sex, race and Hispanic or Latino origin for the United States: April 1, 2000, to July 1, 2006.
HISPANIC POPULATION
8,421,500 4,389,600 2,141,800 1,922,700 1,913,000 1,665,300 1,588,000 1,228,400 1,192,000 1,115,400 951,200 930,600 839,700 827,600 756,500 735,100 704,600 639,900 563,500 499,800 460,100 456,800 455,200 450,200 437,500
MEXICO: 66.8%
DOMINICAN REPUBLIC: 3.1% CUBA: 3.8% SOUTH AMERICA: 5.3% PUERTO RICO: 8.6% CENTRAL AMERICA: 9.0%
Data from Synovate's 2006 U.S. Diversity Markets Report. Figures are 2006 estimates.
LEISURE PURSUITS
Hours spent per day on leisure and sports activities
ACTIVITY Total, all leisure & sports activities DAY OF WEEK Total, all days Weekdays Weekends & holidays Weekdays Weekends & holidays Weekdays Weekends & holidays Weekdays Weekends & holidays Weekdays Weekends & holidays Weekdays Weekends & holidays Weekdays Weekends & holidays Weekdays Weekends & holidays HISPANICS 4.80 4.18 6.16 0.20 0.30 0.58 1.53 2.50 2.96 0.12 0.20 0.25 0.29 0.15 0.22 0.37 0.64 TOTAL US. 5.14 4.60 6.43 0.27 0.33 0.58 1.16 2.37 3.07 0.34 0.45 0.32 0.35 0.31 0.39 0.41 0.69
Participating in sports, exercise & recreation Socializing & communicating Watching TV Reading Relaxing/thinking Playing games; using PC for leisure Other leisure activities including travel
Compared to the total U.S. population age 15+. Average hours per day spent on
ACTIVITY Sleeping, bathing & other personal-care activities Eating and drinking Cooking, cleaning & other household activities Shopping for goods & services Caring for & helping household members Caring for & helping non-hhold members Work Educational activities Organizational, civic & religious activities Leisure & sports Phone calls, mail & e-mail Other activities ADULTS 9.43 1.24 1.82 0.80 0.54 0.23 3.69 0.45 0.31 5.14 0.18 0.17 MALE 9.22 1.30 1.35 0.63 0.34 0.21 4.44 0.47 0.27 5.50 0.12 0.16 FEMALE 9.62 1.19 2.27 0.96 0.72 0.25 3.00 0.43 0.35 4.80 0.23 0.18
More info: www.bls.gov/tus Numbers rounded. Source: Bureau of Labor Statistics' 2005 American Time Use Survey
ENERGIZER: BEST OF SHOW, HISPANIC CREATIVE AD AWARDS Grupo Gallegos Beard campaign tops the 2006 Ad Age awards. The mans beard grows in the blink of an eye, forcing him to shave constantly with his Energizer-powered razor.
www.ahaa.org
Advertising Ages 8th annual Hispanic Creative Advertising Awards contest in 2006. The contest was held in cooperation with the Association of Hispanic Advertising Agencies. This years winners were honored at an awards show Sept. 22 in Miami. Awards were reported in the Hispanic Creative Advertising Awards Special Report (AA, Sept. 25, 2006). The full report with playable video of winning spots can be found on AdAge.com. A record 718-plus agency entries will compete for the 9th annual Hispanic Creative Advertising Awards. Winners will be announced in an awards ceremony Friday, Nov. 2, 2007, in New York. A Special Report and AdAge.com report will announce the winners Nov. 5, 2007.
GOLD/NONTRADITIONAL, GUERRILLA MARKETING JWT PR, San Juan GOLD/INTERACTIVE Garcia 360, San Antonio GOLD/MULTIMEDIA La Comunidad, Miami Virgin Mobile No Seas Normal Garcia 360 Respondemos Cadbury Adams Halls Fabian
www.ahaa.org
Association of Hispanic Advertising Agencies 8201 Greensboro Drive, Suite 300 McLean, VA 22102 703-610-9014 703-610-9005 fax info@ahaa.org
SILVER/NONTRADITIONAL, GUERRILLA MARKETING Vidal Partnership, New York SILVER/INTERACTIVE JWT PR, San Juan SILVER/DIRECT MARKETING Zubi Advertising, Coral Gables, Fla. Ford Fusion Life is Fusion Energizer Power Supply Nissan North America El Reto Final
TO GET YOUR OWN COPY OF THESE FACT PACKS Call 888-288-5900 or e-mail subs@crain.com TO ADVERTISE Suzanne Hermalyn, Tel: 508.497.8688. E-mail: shermalyn@adage.com
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HEADQUARTERS Los Angeles Dallas Los Angeles Miami Miami Beach, Fla. San Antonio Los Angeles San Antonio New York Hollywood, Fla. Pasadena, Calif. Milwaukee New York Atlanta New York Santa Monica, Calif. Miami Miami Beach, Fla. Valencia, Calif. Miami San Antonio New York San Antonio Dallas San Antonio
REVENUE $6,511 6,200 6,182 5,800 5,200 5,122 4,979 4,786 4,700 4,000 3,653 3,631 3,491 3,395 3,320 3,315 3,027 3,000 2,672 2,410 2,370 2,352 2,295 1,775 1,500
% CHG 17.0 10.7 -9.1 NA 4.0 NA 14.4 -29.7 11.9 100.0 8.4 6.3 14.5 NA 89.7 -23.4 NA 50.0 40.3 NA 71.7 15.2 50.0 66.4 31.6
Dollars are in thousands. *Figures are Ad Age estimates. Data are from the 63rd Agency Report (AA, April 30, 2007). Agencies are ranked by 100% of U.S. revenue unless Hispanic activities are less than 75% of revenue, in which case they are ranked at that percent of revenue. Holding companies may own only a minority stake.
1) Ad Age estimates total GlobalHue multicultural revenue at $86.6 million (Hispanic represents 49% of the total), up 17%. Hispanic activities represent 35% of revenue at Images USA; 50% at La Comunidad; 49% at Prime Access; and 51% at Interlex/Joven.
Dollars are in millions. *Publicis owns 49% of Bromley. WPPs Bravo Group wasnt ranked this year; MEC Bravo officially started Jan. 1, 2007. Source: Figures are Ad Age estimates from a ranking published April 23, 2007.
Dollars are in millions. Data are from the 63rd Agency Report (April 30, 2007), based on the Top 50 Hispanic agencies (see ranking on Pages 56 and 57).