2013 Media Report Graphic

Ad Counts Rise in 2013 for
Hispanic Magazines

December 5, 2013

Michael Caplinger

Ad spending was up for Hispanic magazines in 2013, with most categories seeing growth.

Total spending increased 22.5 percent for January-September 2013 over the same time frame last year, from $167.21 million to $204.88 million, according to HispanicMagazineMonitor, which tallies ad counts for English and Spanish-language magazines in the U.S. Total ad pages increased as well, up 4.1 percent from 4,139 to 4,307.

People en Espanol remains far above the competition, pulling in 765 total ad pages and $61.66 million in revenue. Those totals compare to 730 ad pages and $55.5 million in revenue in 2012, 4.8 percent and 11.1 percent increases respectively. Vanidades moved into the No. 2 spot, accounting for 483 ad pages and $29.57 million in revenue so far in 2013, compared to 387 pages and $15.84 million for the same time period last year.

Nine of the top 10 ad categories in Hispanic magazines saw an increase in total ad dollars, with strong year-over-year increases in Haircare (up 84.2 percent), Direct Response (also up 84.2 percent) and Personal Hygiene for women (up 80.2 percent). The only category that saw a decrease was Auto Manufacturers, down 18.4 percent.

Among advertisers, Procter & Gamble leads the way so far in 2013 with 789 total ad pages in Hispanic magazines and a total spend of $43.9 million. L’Oreal takes the No. 2 spot with 451 total ad pages and $26.52 million spent. The two leaders' combined spend of $70.42 million is more than a third of the total spent in Hispanic magazines by all advertisers so far in 2013.

P&G also accounts for six of the top 10 brands in total ad pages.

Top 10 Hispanic Magazines Chart

Source: HispanicBusiness.com (c) 2013. All rights reserved.

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