News Column

Top 25 Hispanic Ad Agencies

December 2004, HISPANIC BUSINESS Magazine

John Cox

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All but three of Hispanic Business magazine's Top 25 Hispanic Advertising Agencies increased their billings this year, bringing the group's cumulative total to almost $1.9 billion. And while agencies at the top of the list showed the most growth in terms of total dollars, the fastest growth came from those in the bottom half.

Miami's The ViVa Partnership increased its billings by 121 percent to $32 million, earning the agency the No. 15 spot. Machado/Garcia-Serra Publicidad grew by 117 percent to $11.5 million, making the South Florida agency this year's second-fastest growing agency and the 23rd largest agency by total billings.

Although growth was slower for agencies at the top of this year's list, their size almost puts them in another class. Chicago's Tapestry, the multicultural division of Starcom MediaVest Group, stands alone at $360 million in billings, an 18.4 percent rise over the previous year's total. Second-place Dieste Harmel & Partners, in Dallas, reported billings of $205 million, a 20.6 increase over the previous year.

Several large agencies ranked last year did not make it on this year's list because they did not provide the required data, often citing the Sarbanes-Oxley Act of 2002, which affects how publicly traded companies report financial information.

Among these is Lapíz Integrated Hispanic Marketing, a Chicago agency that last year reported billings of $180 million, and Accentmarketing of Coral Gables, Florida, which had billings of $99 million last year. Also missing from this year's list for lack of data: Bromley Communications, The Bravo Group, SiboneyUSA, and MendozaDillon.

Television continues to be the agencies' leading advertising medium, and Spanish the leading language. The Top 25 spent $1.17 billion, or 61.9 percent of their billings, on television ads – nearly the same percentage as last year (61.8 percent). Meanwhile, they spent $334 million, or 17.7 percent, on radio, which last year accounted for 20 percent of billings.

Top 25 Agencies' Expenditures By Medium
2004 billings($M) Percent of total billings
TV $1,170.66 61.88%
Radio $334.37 17.67%
Other $186.57 9.86%
Print $159.63 8.44%
Internet $40.73 2.15%
Total $1,891.96 100%


Media Markets Report: Methodology
The Media Markets Report was compiled by the staff of HispanTelligence®, the research arm of Hispanic Business Inc. DMA estimates are based on information supplied by representatives from Spanish-language television, radio, and print outlets. National totals are based on information from CMR, advertisers, media industry experts, advertising agencies, and public records. Current-year figures may not be directly comparable to previous-year figures due to additional data from sources.



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