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IC AN ISP H CT FA CK PA

Annual Guide to Hispanic Marketing and Media


on 2007 Editi
Published July 23, 2007 Copyright 2007 Crain Communications Inc.

2007 Hispanic Fact Pack | Advertising Age | 3

HISPANIC FACT PACK


Top line data on the Hispanic market in the U.S.
IN A SLUGGISH YEAR for the U.S. advertising industry, TNS Media Intelligence cut its 2007 forecast for Spanish-language media spending to 3.7% growth in June from a more optimistic 5.4% at the beginning of the year. But thats still double TNSs 1.7% growth outlook for overall U.S. measured media spending, down from an earlier 2.6% projection, as Hispanic advertising continues to outperform the general market. (TNSs Hispanic figures are for Spanishlanguage TV, newspapers and magazines and dont include marketers growing use of English-language media aimed at bilingual and English-speaking Hispanics.) Advertising Ages fourth annual Hispanic Fact Pack includes data about marketers 2006 ad spending by company and category, demographic trends, language use and detailed rankings of the top TV, radio, newspaper, magazine and online media. Ad Age also compiled an exclusive ranking of the top 50 U.S. Hispanic ad agencies and the second annual ranking of the top 15 Hispanic media-buying agencies. Multicultural media specialists, accounting for seven of the 15 top media buyers in 2006, are finally gaining on the full-service Latino ad agencies that have continued to dominate Hispanic media buying. This years Fact Pack includes extensive data about online and mobile activities. Hispanics outpace their general market counterparts in areas like instant messaging and entertainment-related activities such as listening to internet radio and downloading music. Among the top 50 Hispanic ad agencies, 29 saw double-digit growth in 2006. More than half26of the top 50 Hispanic marketers boosted their ad spending by double-digit amounts. Automotive advertising continued to be the biggest category, followed by retail and telecommunications. Thanks to cellphone advertising, telecommunications marketers saw some of the largest spending increases, with AT&T, Verizon Communications and Deutsche Telekoms T-Mobile growing their Hispanic budgets by 116%, 51% and 44%, respectively, in 2006. In the biggest-ever Hispanic media industry sale, private-equity investors completed the $13 billion acquisition of Univision Communications in March 2007. (NBC paid $2.7 billion for the No. 2 Spanish network, Telemundo, in 2002.) In April 2007, Joe Uva joined Univision as CEO from OMD Worldwide, the worlds secondlargest media agency, where he was president-CEO, in a move expected to help Univision win more ad dollars from major marketers. Laurel Wentz

HOW TO REACH US
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.

2007 Hispanic Fact Pack | Advertising Age | 5

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 TIME USE


Divvying up a 24-hour day: Hours spent per day by activity . . . . . . . . . . . . . . . . . . .48-49

AGENCIES & WORK


Best of Show and Ad Ages Hispanic Creative Advertising Award winners . . . . . . . . . .50-54 Top 50 Hispanic agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56-57 Top Hispanic media agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .58 Top 10 cities for Hispanic agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .58
This document, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group ( Copyright 2007) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without prior written consent of The Ad Age Group.

6 | Advertising Age | 2007 Hispanic Fact Pack

ADVERTISING & MARKETING


HISPANIC MEDIA AD SPENDING GROWTH RATES
Versus all U.S. media ad spending growth, 2003 to 2007
U.S. Hispanic media All U.S. media

2003 2004 2005 2006 2007*


0 3.75 7.5 11.25 Percent change 15%

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.

AD SPENDING BY CATEGORY IN HISPANIC MEDIA


RANK 1 2 3 4 5 6 7 8 9 10 CATEGORY Automotive Retail Telecommunications, internet services and ISP Movies, recorded video & music Food, beverages & candy Restaurants Personal care General services Medicine & remedies Beer, wine & liquor 2006 U.S. MEASURED ADVERTISING SPENDING TOTAL TV PRINT $699,235 592,059 500,368 348,872 326,422 250,114 235,639 210,768 168,057 140,239 $628,934 507,349 466,601 343,970 313,786 240,604 187,466 150,278 152,616 131,952 $70,301 84,710 33,766 4,902 12,636 9,510 48,173 60,491 15,441 8,288

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.

8 | Advertising Age | 2007 Hispanic Fact Pack

HISPANIC MEDIA AD SPENDING


MEDIUM Network/national TV Local TV National radio Local radio National newspapers Local newspapers Internet Magazines Out-of-home Total 2006 $1,733.9 690.1 214.3 511.7 120.7 182.0 132.0 100.2 83.9 3,768.7 ADVERTISING SPENDING 2005 % CHG $1,512.0 638.9 200.8 492.2 113.5 170.8 100.0 92.8 80.1 3,401.1 14.7 8.0 6.7 4.0 6.4 6.6 32.0 8.0 4.7 10.8

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.

TV: $2.42 BILLION

OUT-OF-HOME: $83.9 MILLION MAGAZINE: $100.2 MILLION


2.2% 2.7% 3.5% 8.0%

64.3%

INTERNET: $132.0 MILLION NEWSPAPER: $302.7 MILLION

19.3%

RADIO: $726.0 MILLION

10 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 11

TOP 50 ADVERTISERS IN HISPANIC MEDIA


By measured U.S. media spending
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 MARKETER Lexicon Marketing Corp. Procter & Gamble Co. AT&T Univision Communications General Motors Corp. Verizon Communications McDonalds Corp. Sears Holdings Corp. Johnson & Johnson Ford Motor Co. Wal-Mart Stores Toyota Motor Corp. Walt Disney Co. DaimlerChrysler Hyundai Motor Co. Ventura Entertainment Enterprises PepsiCo Coca-Cola Co. Grupo Televisa Home Depot TVatlas.com LOreal America Directo SABMiller Unilever 2006 AD SPENDING $175,226.3 169,963.7 129,513.1 106,431.6 96,693.3 88,809.5 83,667.0 83,134.5 78,956.5 70,192.7 66,062.5 65,833.2 63,698.7 61,864.7 60,996.6 58,785.3 57,918.1 51,420.0 49,631.1 48,201.3 47,960.3 46,128.4 45,899.1 45,799.2 43,930.7 % CHG -4.0 3.2 116.0 -32.5 -15.7 51.1 18.5 -2.2 2.2 3.0 3.6 11.3 38.8 -3.2 27.2 4.7 -15.9 70.4 -6.6 19.1 507.0 18.8 NA 12.2 60.2 RANK 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 MARKETER Deutsche Telekom Anheuser-Busch Cos. Cisneros Group of Cos. Allstate Corp. Nutri-Salud J.C. Penney Co. Nissan Motor Co. Time Warner Target Corp. Clorox Co. Yum Brands Kraft Foods U.S. Government Honda Motor Co. Lowes Cos. AstraZeneca Sprint Nextel Corp. Macys Echostar Communications Corp. Kellogg Co. Visa International Bally Total Fitness Holdings Corp. General Electric Co. Dominos Pizza Wendys International 2006 AD SPENDING 43,212.7 41,416.0 39,825.3 37,069.0 36,754.9 32,541.9 32,147.7 32,061.5 31,473.7 30,387.8 30,348.3 28,109.1 27,840.1 27,789.8 27,357.9 26,191.6 24,291.0 24,265.2 23,555.0 22,875.7 22,801.4 22,431.0 21,598.6 20,859.1 20,243.4 % CHG 44.4 50.2 -41.3 63.2 24.1 28.8 66.9 4.5 42.1 23.0 -4.4 -23.4 -33.5 4.9 31.2 459.0 -2.7 102.6 40.5 -13.4 36.7 -1.0 -18.2 49.2 -4.4

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.

12 | Advertising Age | 2007 Hispanic Fact Pack

TOP 25 ADVERTISERS IN HISPANIC NEWSPAPERS


By measured U.S. newspaper ad spending
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 MARKETER AT&T Verizon Communications Sears Holdings Corp. Macys Best Buy Co. Citigroup Target Corp. Sprint Nextel Corp. Rooms To Go Univision Communications Washington Mutual Home Depot Bank of America Corp. Walt Disney Co. Gobierno del Estado/Chihuahua U.S. Government General Electric Co. Anheuser-Busch Cos. DaimlerChrysler Interbond Corp. of America City of Miami General Motors Corp. Skyland Communications Lowes Cos. TV Azteca 2006 AD SPENDING $6,053.7 4,514.1 4,143.9 3,404.2 3,374.2 3,299.1 3,165.7 3,142.8 3,140.4 2,677.4 2,540.0 2,424.0 2,336.9 2,170.3 1,978.3 1,788.3 1,714.8 1,570.8 1,519.4 1,474.8 1,439.0 1,377.7 1,351.2 1,195.3 1,140.3 % CHG 23.8 31.5 28.6 57.7 68.1 45.7 69.2 -41.7 29.8 -23.2 37.9 27.0 316.2 33.3 15.5 -31.4 -23.7 148.6 -16.7 8.6 32.6 -48.6 -13.1 239.4 263.5

Dollars in thousands. Measured newspaper ad spending from TNS Media Intelligence. Percent change is computed from 2005 data. Automotive dealers and associations are excluded.

14 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 15

TOP 25 ADVERTISERS IN SPANISH-LANGUAGE SPOT TV


By measured U.S. spot TV ad spending
RANK RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 MARKETER AT&T Ventura Entertainment Enterprises Univision Communications Verizon Communications Ford Motor Co. General Motors Corp. DaimlerChrysler Yum Brands Toyota Motor Corp. Nissan Motor Co. McDonalds Corp. Jack in the Box Rooms To Go Buenavida Enterprises Famsa Cisneros Group of Cos. Albertsons Cablevision Systems Corp. Mazda Motor Corp. Walt Disney Co. PepsiCo Honda Motor Co. Goya Foods Grupo Televisa Hyundai Corp. 2006 AD SPENDING $44,754.5 36,667.1 30,637.4 27,199.2 25,564.7 19,509.6 19,233.6 14,547.0 12,625.6 12,184.0 11,866.9 11,722.5 11,258.4 10,821.9 9,003.0 8,797.6 7,419.3 7,050.2 6,978.5 6,901.7 6,618.6 6,572.1 6,494.1 6,428.2 6,222.7 % CHG 194.4 130.5 -12.3 75.2 -6.7 -5.6 -2.5 12.5 63.3 40.0 20.9 36.5 35.4 218.1 45.2 -49.1 -1.5 265.8 78.6 10.6 45.9 83.8 34.1 -52.0 20.9 1 2 3 4 5 6 7 8 9 10

TOP 10 ADVERTISERS ON HISPANIC WEB SITES


By measured U.S. web ad spending
MARKETER General Motors Corp. Mosaico Englishtown School Toyota Motor Corp. IAC/InterActiveCorp Altria Group Ford Motor Co. DaimlerChrysler U.S. Government Circulo de Lectores 2006 AD SPENDING $5,862.9 4,312.8 3,447.1 2,993.5 2,981.2 2,797.5 2,598.6 2,219.4 1,960.7 1,821.2

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.

Contact: Erich Linker Senior VP National Advertising 212.807.4781 erich.linker@impremedia.com

16 | Advertising Age | 2007 Hispanic Fact Pack

TOP 25 ADVERTISERS IN NATIONAL SPANISH-LANGUAGE TV


By measured U.S. ad spending on broadcast and cable networks in 2006
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 MARKETER Lexicon Marketing Corp. Procter & Gamble Co. Sears Holdings Corp. AT&T Univision Communications Johnson & Johnson General Motors Corp. McDonalds Corp. Wal-Mart Stores Verizon Communications Walt Disney Co. Hyundai Motor Co. PepsiCo Coca-Cola Co. Toyota Motor Corp. TVatlas.com Home Depot America Directo SABMiller Deutsche Telekom Grupo Televisa Ford Motor Co. Unilever DaimlerChrysler Nutri-Salud 2006 AD SPENDING $173,559.3 154,307.5 77,044.4 76,582.2 72,973.3 70,997.3 69,451.5 68,007.9 60,422.3 55,678.2 53,056.3 52,744.0 50,912.8 50,242.1 49,420.3 47,767.3 45,600.3 44,872.8 43,760.4 42,675.2 42,037.1 40,636.5 39,404.4 38,091.2 36,727.2 % CHG -4.3 3.3 -1.2 96.9 -38.8 1.8 -14.0 18.0 3.0 47.0 42.3 28.9 -19.9 70.7 -0.3 511.8 19.7 NA 10.0 53.7 9.8 15.8 66.3 3.9 26.0

Dollars in thousands. Measured ad spending from TNS Media Intelligence for Univision, Telemundo and TeleFutura TV networks and Galavision cable TV network.

18 | Advertising Age | 2007 Hispanic Fact Pack

TOP 25 ADVERTISERS IN HISPANIC MAGAZINES


By measured U.S. magazine ad spending
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 MARKETER Procter & Gamble Co. LOreal Johnson & Johnson General Motors Corp. Unilever McDonalds Corp. Ford Motor Co. Toyota Motor Corp. Wal-Mart Stores DaimlerChrysler Time Warner Clorox Co. U.S. Government AstraZeneca Estee Lauder Cos. Mosaico Intima AT&T Farley Industries Joh. A. Benckiser Visa International Hyundai Motor Co. Latina Publication Kimberly-Clark Corp. Walt Disney Co. 2006 AD SPENDING $13,424.0 11,407.8 6,364.7 6,354.5 3,646.3 3,594.2 3,511.6 3,470.3 3,371.2 3,020.5 2,998.5 2,888.7 2,774.2 2,767.9 2,705.5 2,205.3 2,193.9 2,122.7 2,098.3 2,034.3 1,980.9 1,824.9 1,752.8 1,618.4 1,570.4 % CHG 10.5 23.4 -13.1 -40.3 21.8 22.1 -25.1 105.0 46.0 -46.8 21.3 16.5 -44.1 450.0 -26.9 40.8 125.8 115.2 19.8 36.8 2.9 -3.4 167.7 -29.1 112.0

Dollars in thousands. Magazine ad spending from TNS Media Intelligence, including two media classifications: Spanish-language magazines and four PIB-monitored Spanish-language magazines.

20 | Advertising Age | 2007 Hispanic Fact Pack

TOP 25 ADVERTISERS IN HISPANIC SPOT RADIO


By measured U.S. Spanish-language ad spending
RANK 1 2 3 4 5 6 7 8 9 10 MARKETER Broadcasting Media Partners (Univision) General Electric Co. McDonalds Corp. Verizon Communications AT&T Toyota Motor Corp. Walt Disney Co. J.C. Penney Co. U.S. Government General Motors Corp. 2006 AD SPENDING $30,964 10,183 9,835 9,674 9,342 8,665 8,626 7,276 7,133 7,039 % CHG 39.4 68.6 16.0 38.6 42.4 53.5 31.4 47.1 -18.5 -10.5

Dollars in thousands. Measured radio ad spending from Nielsen Monitor-Plus. Percent change is computed from 2005 data.

22 | Advertising Age | 2007 Hispanic Fact Pack

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.

TOP 10 HISPANIC LOCAL TV MARKETS


RANK MARKET 1 2 3 4 5 6 7 8 9 10 Los Angeles New York Miami-Fort Lauderdale Houston Chicago Dallas-Fort Worth San Antonio San Francisco-Oak.-San Jose Phoenix (Prescott) Harlingen, Texas Total US
1

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

SOME NETWORKS YOU WATCH. OTHERS YOU FEEL.


NO ONE CAPTURES THE HEARTS AND MINDS OF VIEWERS LIKE WE DO. Passion. Devotion. Love. These are not words generally used to describe television networks. But they are often used when our viewers talk about ours. Our networks provide a connection to their language and their culture that no other media outlet on the planet can provide, which is why your product takes on more signicance when its seen on Univision, TeleFutura, or Galavisin versus other networks. Youll see the difference in your sales. Youll feel the difference in your brand.

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

2007 Univision Communications, Inc.

24 | Advertising Age | 2007 Hispanic Fact Pack

TOP 25 HISPANIC NEWSPAPERS


By measured advertising revenue
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 NEWSPAPER El Nuevo Herald (Miami) La Opinion (Los Angeles) El Diario (Ciudad Juarez, Mexico) El Diario La Prensa (New York) Chicago Hoy Los Angeles Hoy New York Hoy Washington Hispanic La Raza (Chicago) El Norte (El Paso, Texas) El Sentinel (Miami-Fort Lauderdale) Al Dia (Dallas) TV y Mas (Phoenix) Vida en el Valle (Fresno, Calif.) La Voz de Phoenix Diario Las Americas (Miami) La Estrella (Dallas) Prensa Hispana (Phoenix) La Voz de Houston Lawndale News (Chicago) Al Dia (Philadelphia) El Latino San Diego Semana News (Houston) El Mensajero (San Francisco) El Especial (New York) 2006 AD REVENUE $83,322.6 52,446.1 31,561.1 25,544.9 14,243.7 12,940.2 12,694.9 12,067.9 10,457.5 9,153.3 8,281.2 7,670.8 7,251.9 7,027.5 6,664.1 6,357.9 5,603.2 4,528.4 4,511.5 4,500.1 4,286.8 3,740.3 3,128.3 2,856.4 2,840.9 % CHG 14.7 2.0 3.2 6.4 28.3 48.3 3.3 42.2 -13.1 5.3 31.2 7.7 3.1 149.7 -11.4 1.8 NA -4.4 41.8 -1.6 -1.1 -19.6 48.8 31.8 -10.9

Dollars are in thousands. Measured newspaper ad spending from TNS Media Intelligence. Percent change is computed from figures for 2005.

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TOP 25 HISPANIC MAGAZINES


By measured advertising revenue
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 MAGAZINE People en Espaol Latina Selecciones TV y Novelas Vanidades Siempre Mujer* Hispanic Business Mira Ser Padres Futbol Mundial Healthy Kids en Espaol Sports Illustrated Latino* Cosmopolitan en Espaol Hispanic Magazine TV Notas Vista Fox Sports en Espaol Magazine Casa y Hogar Espera Selecta Ocean Drive en Espaol Tu Ciudad Los Angeles Alma Magazine Estylo Sobre Ruedas 2006 AD REVENUE $49,366.2 32,362.4 15,253.4 12,485.8 12,010.7 9,274.3 8,057.6 7,033.2 6,850.9 6,413.7 5,832.7 5,741.2 5,576.0 5,482.3 5,043.8 4,914.4 3,459.8 3,058.5 3,009.2 2,983.8 2,976.2 2,949.8 2,333.4 2,166.4 1,943.9 % CHG 27.7 9.8 3.1 15.1 18.7 229.6 -3.1 35.8 0.9 30.7 -15.9 129.1 27.7 -15.8 66.8 -12.5 NA 559.9 59.6 -6.2 5.4 84.0 335.3 15.8 9.3

Thalia

Maria Celeste

DIVERSE LISTENERS. ONE DESTINATION.

Hispanic Morning Drive

Maria Marin

TOP STARS. COMPELLING SHOWS. COVETED AUDIENCES.

Dollars in thousands. Measured magazine ad spending from Media Economics Groups HispanicMagazineMonitor through Televisa Publishing. *Launched in 2006.

For Ad Sales Information contact Carlos San Jose at (312) 899-4071

28 | Advertising Age | 2007 Hispanic Fact Pack

TOP U.S. RADIO FORMATS BY AGE GROUP


With top five Spanish-language formats breakout
RANK FORMAT 12+ SHARE % BY AGE GROUP 12-17 18-24 25-34 35-44

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.

TOP 5 SPANISH-FORMATTED RADIO STATIONS


By cumulative listeners
RANK 1 2 3 4 5 STATION (MARKET) KLVE-FM (Los Angeles) WSKQ-FM (New York) WPAT-FM (New York) KSCA-FM (Los Angeles) KLAX-FM (Los Angeles) OWNER Univision Communications Spanish Broadcasting System Spanish Broadcasting System Univision Communications Spanish Broadcasting System LISTENERS 1,453,800 1,366,700 1,232,700 1,216,800 982,800

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.

30 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 31

TOP 10 WEB PROPERTIES AMONG HISPANIC USERS


By language preference and number of unique visitors

TOP WEB PROPERTIES AMONG ALL HISPANIC USERS


By number of unique visitors regardless of language preference
RANK PROPERTY Yahoo sites Google sites Time Warner network Microsoft sites Fox Interactive Media eBay Ask network Wikipedia sites Viacom Digital Amazon sites UNIQUE VISITORS IN THOUSANDS 13,031 12,244 11,675 11,489 8,917 8,169 4,773 4,707 4,562 4,322 % REACH 78.8 74.1 70.6 69.5 54.0 49.4 28.9 28.5 27.6 26.2 1 2 3 4 5 6 7 8 9 10

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.

Hispanics represent 15% of the U.S. population.


What a coincidence. Thats the response rate of our latest campaign.

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.

32 | Advertising Age | 2007 Hispanic Fact Pack

TOP 10 HISPANIC WEB SITES


By measured U.S. web ad spending
RANK 1 2 3 4 5 6 7 8 9 10 WEB SITE Univision.com Yahoo Telemundo.com Starmedia.com MSNLatino.com Batanga.com MSN Latin America.com La Opinion Digital.com Terra.com El Nuevo Herald.com (Miami) Latintrade.com 2006 AD SPENDING $30,798.9 12,330.0 12,284.2 7,416.8 6,891.8 5,071.4 2,316.9 852.8 845.7 452.0 % CHG 32.4 36.9 32.2 206.9 NA NA NA 24.2 93.3 NA

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.

34 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 35

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

HISPANIC TV NETWORK VIEWERSHIP


RANK NETWORK 1 2 3 4 5 6 7 8 9 10 Univision Telemundo Fox TeleFutura ABC CBS NBC CW Azteca America MNT (MyNetworkTV) HH RATING 16.5 5.4 3.5 3.4 3.3 2.7 2.3 2.1 0.9 0.6 HH SHARE 27.0 9.0 6.0 6.0 5.0 4.0 4.0 3.0 1.0 1.0 HH (000) 1,918 630 407 395 383 309 265 243 101 69 P 2+ VIEWERS 3,402 988 638 670 561 454 380 392 156 101

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.

36 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 37

TOP CABLE TV PROGRAMS Among Hispanic viewers


SPANISH-LANGUAGE
RANK PROGRAM [DATE] 1 2 2 2 5 5 5 5 5 10 El Chavo II [5/21] NETWORK Galavision HISP. HH RATING 3.3 3.1 3.1 3.1 2.9 2.9 2.9 2.9 2.9 2.8 AVG. HISP. AVG. HISP. HH VWRS 388 362 362 357 342 341 339 337 335 331 747 612 588 668 603 628 619 554 637 511 RANK 1 2 3 4 5 6 7 8 9 10

TOP SPANISH-LANGUAGE CABLE NETWORKS*


CABLE NETWORK Galavision Fox Sports en Espaol Mun2 Discovery en Espaol CNN en Espaol Cine Latino Gol TV Canal Sur HITN MTV Tr3s* CABLE COVERAGE % OF ALL HISPANIC TV HH 66.2 39.4 34.9 31.0 30.5 29.2 28.7 27.9 24.3 24.2 SHARE % OF HISPANIC CABLE HH 84.3 50.1 44.5 39.5 38.9 37.2 36.6 35.5 30.9 30.8

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.

38 | Advertising Age | 2007 Hispanic Fact Pack

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*

WANT TO GET INTO MORE HISPANIC HOMES?


5555555555555555555

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%

DOORKNOB.
Weve got Americas fastest growing market in our bag. La Canasta de Valores Hispanic co-op program will make sure your message comes from someone they know and with products they love. Call us toll free at 866.222.5106 to see how easy it is to greet the Hispanic audience at home.

JUST USE THE

An ADS Direct MediaProgram Program An ADS Direct Media


TM

TM

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

40 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 41

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

DOWNLOAD VIDEO2 READ BLOGS PARTICIPATE IN DISCUSSION BOARDS


3

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

42 | Advertising Age | 2007 Hispanic Fact Pack

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

44 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 45

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

PROJECTED U.S. HISPANIC POPULATION


Versus total U.S. population
TOTAL POPULATION Total U.S. Hispanic (of any race) NUMERICAL CHANGE Total U.S. Hispanic (of any race) PERCENT CHANGE Total U.S. Hispanic (of any race) PERCENT OF TOTAL POPULATION Total U.S. Hispanic (of any race)
Source: U.S. Census Bureau. Population in thousands.

2000 35,622 00-50 137,729 66,938 00-50 49 188 2000 100 13

2010 47,756 00-10 26,811 12,134 00-10 10 34 2010 100 15

2020 59,756 10-20 26,869 12,000 10-20 9 25 2020 100 18

2030 73,055 20-30 27,779 13,299 20-30 8 22 2030 100 20

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).

U.S. HISPANIC POPULATION BY RACE


For 44 million Hispanics in the U.S. 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.

46 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 47

TOP 25 HISPANIC MARKETS


By estimated 2006 population
RANK MARKET AREA
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Los Angeles New York Miami-Fort Lauderdale Chicago Houston San Francisco Dallas-Fort Worth Phoenix-Prescott, Ariz. San Antonio McAllen, Texas San Diego Fresno-Visalia, Calif. El Paso, Texas-Las Cruces, N.M. Sacramento-Stockton-Modesto Albuquerque-Santa Fe, N.M. Denver Palm Springs, Calif. Washington, D.C.-Hagerstown, Md. Philadelphia Atlanta Las Vegas Orlando-Daytona Beach-Melbourne Tampa-St. Petersburg-Sarasota, Fla. Boston-Manchester, N.H. Austin, Texas

U.S. LATINO POPULATION BY PLACE OF ORIGIN


OTHER: 3.4%
HISPANIC % OF TOTAL
46.7 20.7 48.6 19.5 33.6 23.7 24.5 26.6 53.8 94.0 31.7 50.3 87.8 21.7 40.8 19.6 36.2 10.6 7.2 8.9 26.1 13.7 11.0 7.2 28.1
ADVERTISEMENT
Data from Synovate's 2006 U.S. Hispanic Market Report. Figures are 2006 estimates. This chart includes the birth place for Hispanics born outside the U.S. and the place of origin for Hispanics born in the U.S. (For this graph, respondents were only allowed to choose one answer.)

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%

The New Rules for the Hispanic Market


It is no secret that the Hispanic Market is the largest and fastest growing minority in the U.S. What might be new to many are the new rules for building any business then Carlos wouldn't or couldn't stop touching me. Whenever no one was around he would tease me or try to slip his hands in places he shouldnt. I begged him to stop; he begged me to undress. Maria, si t me quieres you would do anything for me. His presence engulfed and overwhelmed me. His gaze hypnotized me. His breath burned me. He takes my hand and leads me to a hidden cabana on the beach. It's dark, warm, and dirty. Who cares, Carlos is kissing me. Carlos is kissing me with the lover's kisses I've been aching for. Carlos is touching me with his big leathery sunkist hands and I'm alive. Every place his hand reaches seems to tremble on its own. He lifts my dress and a new sensation is rapidly creeping up from deep within me. With his fingers he outlines the curve from my waist down to the back of my thighs. When he presses against me I'm electrified. Dios mio! I surrender my body to him and I'm transported. This Latin moment is brought to you by Bravo. If it engaged you, imagine what it can do to Hispanic consumers. For more engaging moments thinkbravo.com

Data from Synovate's 2006 U.S. Diversity Markets Report. Figures are 2006 estimates.

48 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 49

HISPANIC TIME USE


DIVVYING UP A 24-HOUR DAY
How Hispanics age 15+ allocate time. 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 9.78 1.18 1.75 0.79 0.65 0.17 3.89 0.44 0.28 4.80 0.10 0.18 MALE 9.59 1.18 0.97 0.69 0.35 0.16 5.04 -5.00 0.25 5.12 0.07 0.17 FEMALE 9.99 1.18 2.57 0.90 0.95 0.18 2.67 0.47 0.31 4.46 0.13 0.19

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

50 | Advertising Age | 2007 Hispanic Fact Pack

AGENCIES & WORK

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.

52 | Advertising Age | 2007 Hispanic Fact Pack

www.ahaa.org

HISPANIC CREATIVE AD AWARDS


AGENCIES WON awards chosen from 717 entries, competing for Gold, Silver and Bronze in

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.

AHAA member agencies,


your bridge to the Hispanic market.
:30 SEGUNDOS abec Accentmarketing Acento ADN Communications aka Advertising al Punto Advertising Anita Santiago Advertising Anthony Baradat & Associates Aragn Advertising Arvzu Advertising & Promotions Berrojo & Associates Advertising Black Sheep Communications The Bravo Group Bromley Communications Bumpercar BVK/Meka C.O.D The Cartel Group Casanova Pendrill Publicidad Castells & Asociados Chambers Lopez & Gaitan Cinco Comunicad Conill Creative Civilization-An Aguilar/Girard Agency cruz/kravetz: IDEAS d expsito & partners del Rivero Messianu DDB Dieste Harmel & Partners Directo Hispanic Promotions Directo Hispano Ethnic Marketing Group (EMG) Enlace Communications Espaol Marketing & Communications Euro RSCG Latino fm FPO Fuson mc communications Garcia 360 GenerH Geovision GlobalHue The GROUP Advanced Marketing & Advertising Grupo Gallegos HeadQuarters Advertising HispanAmrica Hispanic Group Hispanic Marketing & Consulting HispanicWorks HMC Advertising Interlex/Joven Inventiva K. Fernandez and Associates L-Avenue La Agencia de Orc & Asociados la comunidad la Gente de RLR The LAB Lanza Group LAPIZ Hispanic Marketing Latin3 Latin Force Latino Agency The Latino Group LatinSphere Advertising Latinvox Lpez Negrete Communications Lopito, Ileana & Howie Macedo Advertising Machado/Garca-Serra Makin' It Work Pronto! MARCA Hispanic McDonald Marketing MosaicaMD NOBOX Marketing Group OLE OMarketing Communications ONAC, INC. ONDA R7 Origen Global USA PM Publicidad Ponce Publicidad Publicidad Ferrer USA Rabinovici and Associates Republica REVOLUCION Reynardus & Moya Advertising ROJO Hispanic Marketing SCPF The San Jose Group SiboneyUSA VanguardComm Vertice Communications Corp. The Vidal Partnership The VIVA Partnership Vivar Advertising winglatino Xpectrum Marketing Group Zubi Advertising

GOLD AWARD WINNERS


AGENCY Grupo Gallegos, Long Beach, Calif. GOLD/TV Dieste Harmel & Partners, Dallas Conill, Torrance, Calif. Conill, Torrance, Calif. Grupo Gallegos, Long Beach, Calif. La Comunidad, Miami GOLD/MAGAZINES Conill, New York Grupo Gallegos, Long Beach, Calif. GOLD/RADIO Badillo Nazca Saatchi & Saatchi, San Juan JWT PR, San Juan GOLD/OUT-OF-HOME La Comunidad, Miami Citibank Live Richly Toyota Corolla Energizer Taxi Wilmo Procter & Gambles Tide Comcast Digital Voice Que Mancha? Doodling Anheuser-Busch Mini Mouth Toyota 4Runner Singers LatinBeat Film Festival Immigration Calif. Milk Processor Board Teeth Town Virgin Mobile Oficina, Gym, Convertible Car BEST OF SHOW BROADCAST BRAND Energizer CAMPAIGN Beard

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

54 | Advertising Age | 2007 Hispanic Fact Pack

SILVER AWARD WINNERS


SILVER/TV Vidal Partnership, New York Dieste Harmel & Partners Grupo Gallegos, Long Beach, Calif. Grupo Gallegos, Long Beach, Calif. Conill, New York Bromley Communications, San Antonio La Comunidad, Miami Grupo Gallegos, Long Beach, Calif. Badillo Nazca Saatchi & Saatchi, San Juan Badillo Nazca Saatchi & Saatchi, San Juan JWT PR, San Juan Conill, New York SILVER/MAGAZINES Conill, New York (Four Silver awards) Vidal Partnership, New York SILVER/RADIO Del Rivero Messianu DDB, Miami Creative on Demand, Miami Creative on Demand, Miami Conill La Comunidad, Miami (Two Silver awards) Badillo Nazca Saatchi & Saatchi, San Juan Badillo Nazca Saatchi & Saatchi, San Juan JWT PR, San Juan (Two Silver awards) SILVER/NEWSPAPER JWT PR, San Juan (Three Silver awards) LatinWorks, Austin, Texas Sociedad Protectora de Animales The History Channel Gato Perro Fidel Anheuser-Busch Budweiser Regions Bank Regions Bank T-Mobile Virgin Mobile Toyota Corolla Blockbuster Movie Pass Energizer Abetos Planeta Tierra Descendiente Call Robot,CaballoHelio Grua Bodyguard-Slow Wilmo,Melina,Invasor P&Gs Tide Sprint Color Markers, Autobus, Hamaca, Pilas Bus Stop, Sala de Espera BRAND Heineken Anheuser-Busch Comcast CableLatino Calif. Milk Processing Board Procter & Gambles Tide Continental Airlines Virgin Mobile Calif. Milk Processing Board Toyota Yaris Toyota 4Runner Triple S LatinBeat Film Festival CAMPAIGN Domino Tournament Pinky Taxi Amazing Contortionist, Amazon Hair Goddess Ventana Beto Ginasio 3-spot campaign Apariciones Africano Montana Rusa Immigration and Mechanic

FACTS. JUST THE FACTS.

DIGITAL MARKETING FACT PACK


Critical data on new media options blogs, podcasts, streaming video, texting, video games and more and the consumers that use them. Perfect for marketers looking to get on top of their game in the digital arena.

HISPANIC FACT PACK


All the usable data and stats marketers need to tap this booming market. Advertise your brands own unique reach among Hispanics.

SEARCH MARKETING FACT PACK


The latest data on the sites, tools and options available to turn consumer searches into sales.

STILL TIME TO PLACE YOUR AD. Advertise


your search tools and capabilities to capture your share of this business. Closes September 19.

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

2007 Crain Communications Inc.

ADAGE.COM

56 | Advertising Age | 2007 Hispanic Fact Pack

2007 Hispanic Fact Pack | Advertising Age | 57

TOP 50 HISPANIC AGENCIES


By U.S. revenue in 2006
RANK AGENCY [HOLDING COMPANY AFFILIATION] 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Bromley Communications* [Publicis] GlobalHue* 1 Dieste Harmel & Partners* [Omnicom] Bravo Group* [WPP] Vidal Partnership Lopez Negrete Communications Zubi Advertising Services Accentmarketing* [Interpublic] Conill* [Publicis] Winglatino* [WPP] La Agencia de Orci & Asociados* Hispanic Group Corp. Casanova Pendrill* [Interpublic] Del Rivero Messianu DDB* [Omnicom] De la Cruz Group Arvizu Advertising & Promotions Reynardus & Moya Advertising HeadQuarters Advertising Grupo Gallegos LatinWorks Marketing [Omnicom] Machado Garcia Serra Lapiz Hispanic Marketing* [Publicis] Al Punto San Jose Group Latinvox HEADQUARTERS San Antonio Southfield, Mich. Dallas New York New York Houston Coral Gables, Fla. Coral Gables, Fla. New York New York Los Angeles Miami Costa Mesa, Calif. Coral Gables, Fla. Guaynabo, P.R. Phoenix New York San Francisco Long Beach, Calif. Austin, Texas Coral Gables, Fla. Chicago Tustin, Calif. Chicago New York REVENUE $44,000 42,434 38,500 38,500 26,000 21,184 19,000 18,035 17,400 16,500 15,524 14,213 13,500 13,100 12,599 10,250 9,700 9,000 8,500 8,301 7,199 7,000 6,900 6,580 6,540 % CHG 10.0 17.0 10.0 10.0 8.6 4.6 5.6 -14.3 20.0 32.0 2.4 95.3 35.0 3.9 -8.2 27.0 6.9 30.4 26.9 12.4 4.6 16.7 13.1 0.1 84.2 RANK AGENCY [HOLDING COMPANY AFFILIATION] 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Acento Cultura Group* [Omnicom] Castells & Asociados Advertising Siboney USA [Interpublic] Abece* [Interpublic] Creative Civilization* Cruz/Kravetz:Ideas Cartel Group* Euro RSCG Latino* [Havas] Latin3 La Gente de RLR Boelter & Lincoln OLE Images USA 1 Revolucion Anita Santiago Advertising Viva Partnership La Comunidad 1 Ethnic Marketing Group Media8 Digital Marketing* Inventiva Prime Access*
1

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

Interlex/Joven 1 McDonald Marketing K. Fernandez & Associates

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.

58 | Advertising Age | 2007 Hispanic Fact Pack

TOP HISPANIC MEDIA AGENCIES


By 2006 billings from media planning and buying
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 MEDIA AGENCY [PARENT] Tapestry [Publicis] 42 Degrees at MediaVest [Publicis] Vidal Partnership [independent] GlobalHue [independent] Dieste Harmel & Partners [Omnicom] OMD Latino [Omnicom] MindShare Multicultural [WPP] Casanova Pendrill [Interpublic] Zubi Advertising [independent] Lopez Negrete [independent] Carat Multicultural [Aegis] Conill [Publicis] Bromley Communications [Publicis*] ZO Multicultural [Publicis] MediaCom [WPP] HISPANIC MEDIA BILLED WHOS IN CHARGE $290 240 205 194 187 180 150 139 115 95 95 95 84 67 64 Danielle Gonzalez (Chicago), Isabella Sanchez (Miami) Caleb Windover Oswald Mendez position open Edgar Cardoze Camilo Velez Halim Trujillo Sloane Stegen (buying), Michael Trujillo (planning) Lourdes Olmeda, Silvia Alvarez Jim Irvine Alex Alonso (West), Joi Tyrrell (East) Karen Treydte Kim Chance (planning), Tomas Ruiz (buying) Ilia Leon Alejandro Claiborne

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.

TOP 10 CITIES FOR HISPANIC AGENCIES


By 2006 revenue from Hispanic ad agencies
RANK 1 2 3 4 5 6 7 8 9 10 CITY New York Miami Los Angeles San Antonio Dallas Detroit Houston Chicago Guaynabo, Puerto Rico Phoenix REVENUE $128.5 95.0 71.7 60.1 46.5 42.4 21.2 13.6 12.6 10.3 % CHG 17.7 10.4 11.6 7.3 11.5 17.0 4.6 8.0 -8.2 27.0 COUNT 10 11 10 6 3 1 1 2 1 1

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).