Advertising in Spanish-Language media is growing, according to a new analysis of multi-cultural ad spending conducted by Brandweek parent the Nielsen Co.
Total spending in Spanish-Language media climbed 2.7 percent to $4.3 billion through the first three quarters of 2008, compared to the same period in 2007.
Procter & Gamble spent the most on Spanish-Language advertising through September 2008 with $133 million in expenditures.
Of the top-10 advertisers in this category, DirecTV stood out with the most growth, spending almost five times as much as it spent through the first three quarters of 2007.
The analysis also included a look at spending on African-American media, which dropped 5.3 percent through the first three quarters of 2008. P&G cut its ad spending in the category by 10 percent compared to 2007, but was still the top advertiser in African-American media with $63.3 million in expenditures through September 2008.
There was some notable spending growth within African-American media. Walmart, the No. 3 advertiser on the list, expanded its expenditures by 130 percent over the same time frame in 2007. Overall, the top-10 advertisers spent 2 percent more on African-American media through the first nine months of 2008 versus 2007.