NEW YORK Advertising spending across Spanish-language media continues to outpace general market media, increasing 14.4 percent last year to nearly $5.6 billion, according to a Nielsen Monitor-Plus analysis of spending across six media segments.
While network and local TV got nearly 79 percent of the dollars, spot radio (based on data from 68 radio stations) had the largest gain, up 30 percent to almost $740 million. Spanish-language cable TV had the second-largest growth, up 20.3 percent to more than $125 million, followed by national magazines, up 14.7 percent to $143 million. Newspapers had the most modest growth, up 4.3 percent to $110.4 million.
The top 20 Spanish-language advertisers were responsible for nearly a third of all advertising on Spanish-language media. Combined, the top 20, including mainstream advertisers such as Procter & Gamble, AT&T, Verizon Communications and McDonald's, increased Spanish-language budgets by 4.7 percent.
The top Spanish-language advertiser was Broadcast Media Partners (the new owner of Univision Communications). BMP decreased spending last year by 9.24 percent to more than $264 million.
Much as they did in English-language media, domestic automotive advertisers, including General Motors, Ford and DaimlerChrysler, decreased spending on Spanish-language outlets.
Two telcos increased their Spanish-language spending significantly. AT&T, the third-largest Spanish-language advertiser, upped its budget by almost 70 percent to $117 million. Verizon increased spending by more than 30 percent to just under $90 million.
Other top 20 advertisers spending significantly more in Spanish-language media were Coca-Cola (up 65 percent) and Walt Disney Co. (up 42 percent).
Adweek and Mediaweek are units of the Nielsen Co.