Advertising agencies have long complained about companies that reap the benefit of a growing Latino population, even as marketing campaigns and ad dollars aimed at that market were left wanting.
In 2008, according to TNS Media Intelligence. “marketers increased their spending on Hispanic media a modest 2.5 percent in 2008, but cut spending 5.7 percent in the fourth quarter as the recession deepened, according to a ranking of the top 100 Hispanic marketers.”
Automakers cut the most marketing dollars. “Seven of the nine car companies among the top 100 Hispanic advertisers slashed their ad spending last year, and all seven made even deeper cuts in the fourth quarter,” TNS reported.
Univision Communications saw a 41 percent drop in car sales advertising the fourth quarter of 2008. Toyota Motor Corp., however, increased its spending by 13 percent to $87.3 million and Honda Motor Co. spent 26.9 percent more in the fourth quarter in advertising.
The top 10 advertisers in Hispanic media were: Procter & Gamble Co.; AT&T; Verizon Communications; McDonald’s Corp.; General Motors Corp.; Johnston & Johnston; Toyota Motor Corp.; State Farm; Walmart Stores; and Sears Holding Corp.
Source: Latino Perspectives Magazine – Hispanic media spending up in ‘08