News Column

Big Spenders: Top 50 Advertisers in Hispanic TV and Print Media 2005

December 2005, HISPANIC BUSINESS Magazine

Joel Russell

Advertising

Top advertisers in the Hispanic market spent $2.2 billion between July 2004 and June 2005, according research firm TNS. The measurement of actual expenditures, not estimates, and inclusion of new media outlets makes the 2005 Hispanic Business Top 50 Advertisers directory more accurate than ever.

In fact, better metrics have changed the game for corporate marketers. "We have become more strategic and targeted," explains Joe Paz, group manager for Hispanic marketing at Verizon, number 12 on the directory." We can look at customer data at the DMA level. So if we're talking to Los Angeles, we know it skews more Mexican, and we can target that." Notably, Lexicon, an education products marketer, captured first place with intensified TV spending.

The consumer goods sector accounts for 14 companies among the top 50, followed by automotive (10), media (eight), retail (five), telecommunications, and fast food (both four). By industry, automotive leads with $456.12 million followed by consumer goods at $336.29 million.

Like many top advertisers, Verizon is "venturing more and more into interactive [online] marketing" in its future media decisions, says Mr. Paz, but for now most of its Hispanic marketing budget goes to TV and direct mail.

Hispanic Business Magazine Top 50 Advertisers in Hispanic TV and Print Media 2005
Annual expenditures in ($) Millions

1. LEXICON MARKETING CORP. $181.48
2. PROCTER & GAMBLE CO. $158.16
3. UNIVISION COMMUNICATIONS INC. $136.26
4. GENERAL MOTORS CORP. $109.88
5. SEARS HOLDINGS CORP. $99.35
6. PEPSICO INC. $73.72
7. JOHNSON & JOHNSON $71.20
8. DAIMLERCHRYSLER AG $71.19
9. FORD MOTOR CO. $68.71
10. McDONALDS CORP. $66.78
11. WAL-MART STORES INC. $57.72
12. VERIZON COMMUNICATIONS INC. $56.45
13. SBC COMMUNICATIONS INC. $55.64
14. TOYOTA MOTOR CORP. $51.72
15. VENEVISION INTL $48.83
16. HYUNDAI CORP. $45.47
17. WALT DISNEY CO. $37.99
18. U.S. GOVT $36.78
19. L'OREAL SA $36.07
20. ALTRIA GROUP INC. $35.87
21. CISNEROS GROUP OF COS $35.13
22. TIME WARNER INC. $35.12
23. HOME DEPOT INC. $34.82
24. SABMILLER PLC $32.71
25. YUM BRANDS INC. $31.88
26. COCA-COLA CO. $30.16
27. GENERAL ELECTRIC CO. $29.69
28. DEUTSCHE TELEKOM AG $28.32
29. FORD MOTOR CO DLR ASSN $27.17
30. ANHEUSER-BUSCH COS INC. $27.05
31. KELLOGG CO. $26.61
32. EDIVISA SA DV CV $26.46
33. BALLY TOTAL FITNESS HOLDINGS $26.37
34. DIRECTV GROUP INC. $24.05
35. SOUTHWEST AIRLINES $23.84
36. SONY CORP. $23.44
37. HONDA MOTOR CO LTD $22.55
38. TEXAS PACIFIC GROUP $22.42
39. TARGET CORP. $21.82
40. GENERAL MOTORS CORP DLR ASSN $20.92
41. CLOROX CO. $20.53
42. GENERAL MOTORS CORP LOC DLR $20.10
43. UNILEVER $20.04
44. AMERICATEL CORP. $19.91
45. PETRONE GROUP $19.67
46. WENDYS INTL INC. $19.47
47. JC PENNEY CO INC. $19.03
48. NISSAN MOTOR CO LTD $18.41
49. AMERIQUEST MORTGAGE CO. $17.33
50. PFIZER INC. $16.67

Total: $2,240.98



Source: HISPANIC BUSINESS Magazine


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