Top 50 Advertisers

December 6, 2012

Staff — HispanicBusiness.com

The No. 1 spot in this year's HispanicBusiness Top 50 Advertisers is Dish Network Corp., with a reported $323.9 million in ad expenditures. The satellite TV content-delivery company's prominence on this year's list reflects a positive overall trend in the rise of media delivery companies, including satellite, wireless phone, and cable and broadcast TV content providers.

This year's total expenditures for the Top 50 Advertisers is up 29.5 percent compared to 2011. HispanTelligence, the research arm of HispanicBusiness.com, reports that the Top 50 Advertisers in 2010-2011 spent $3.08 billion in advertising compared to $3.99 billion in the 2011-2012 cycle.

In 2009-2010, the Top 50 Advertisers spent $3.11billion, according to HispanTelligence. These figures clearly indicate a turnaround in total spending.

Among mutlimedia delivery companies in the 2012 Top 50 Advertisers list, Dish Network is followed by Verizon, AT&T, Deutsche Telekom, Sprint Nextel, Vivendi, Comcast, Broadcasting Media Partners, Vonage, Time Warner and Disney.

This year's rankings also expose some downward pressure on certain categories compared to 2011. Last year, for example, HispanTelligence reported Procter & Gamble Co. was No. 1 in total advertising expenditures. This year, the “multinational consumer goods company” is ranked fourth in total advertising expenditures at $218.4 million, down slightly from $224.1 million in 2011.

Moving Forward

The biggest story, in terms of the Top 50 companies in advertising, centered on the world's leading automobile manufacturers. This is notable for several reasons, not least of which is the apparent turnaround of the U.S. economy — as increased advertising expenditures tend to reflect positive sales, and vice versa.

The prominence of automotive companies on this year's HispanicBusiness.com Top 50 Advertisers also represents a positive sign that the U.S. government's investment in the recovery of U.S. automobile manufacturers — notably General Motors and Chrysler — is paying dividends on several fronts. Not only are the top U.S. automobile companies spending more on advertising, but Japanese and German companies seem to be benefiting from this year's turnaround of the U.S. automotive market as well.

As noted by HispanicBusiness.com in November's feature highlighting the growth of the U.S. auto market, U.S. Hispanic consumers were among the primary drivers of this turnaround in 2012. A quick glance at this year's Top 50 Advertisers shows Toyota (No. 7), Ford (No. 8) and GM (No. 12) round out the list of the top international companies in terms of advertising expenditures, followed by Fiat-Chrysler (No. 18), Nissan (No. 33), Honda (No. 40) and Volkswagen (No. 45).

Two additional notable trends, as reflected in the 2012 HispanicBusiness Top 50 Advertisers ranking, are the prominence of insurance companies and the return of large retailers. Among insurance companies, State Farm topped the list at No. 13, followed by Nationwide Mutual (No. 15) and Allstate (No. 24).

Among retailers, JC Penney tops the list of companies' expenditures on advertising for 2012 at No. 20, followed by Sears (No. 22), Home Depot (No. 25), Wal-Mart (No. 30), Lowes (No. 32), Macy's (No. 36) and Target (No. 37).

This year's Top 50 Advertisers shows three changes to the downside, and one significant upswing. Credit-card issuers and financial-service providers are notably absent from this year's list, with one exception — Consolidated Credit Counseling Services Inc. (No. 41). Coca-Cola, PepsiCo and Domino's Pizza Inc. are also missing from this year's list of the Top 50 companies in total ad expenditures.

Finally, the Association of American Retired Persons (AARP) makes its debut on this year's HispanicBusiness.com Top 50 Advertisers list at No. 42, with a reported $39.3 million in expenditures.

Source: HispanicBusiness.com (c) 2012. All rights reserved.

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