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Market Slump or Long-Term Trend?

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Hispanic Market Advertising Expenditures by Medium: 2005
Medium Gross Expenditures ($Millions)
Network/National TV $1,512.00
Local TV $638.93
National Radio $200.79
Local Radio $492.16
National Newspapers $113.54
Local Newspapers $170.79
Internet $100.00
Magazines $92.76
Out-of-Home $80.13
TOTAL $3,401.10
Source: HispanTelligence®


Hispanic Market as a Percentage of U.S. Market: 2000-05
Year Advertising Expenditures ($Millions) % of U.S. Total Purchasing Power ($Billions) % of U.S. Total Population (thousands) % of U.S. Total
2000 $2,129.88 2.1% $564.28 7.3% 35,622 12.6%
2001 $2,220.46 2.3% $584.61 7.5% 36,850 12.9%
2002 $2,463.39 2.6% $626.56 7.8% 38,091 13.3%
2003 $2,790.13 2.2% $668.51 8.1% 39,335 13.4%
2004 $3,091.15 2.2% $699.78 8.5% 40,572 13.5%
2005 $3,401.10 2.4% $767.80 8.9% 41,801 14.1%
Source: HispanTelligence® reports: "U.S. Hispanic Purchasing Power: 1978-2010," "The U.S. Hispanic Media Market, 2000-2007," and U.S. Census Bureau.


Spanish Radio's 10 Top Billers: 2005
Station Format Location, Owner Gross Billings 2005 ($Millions) 2004
1. WSKQ-FM Tropical New York, SBS* $39.35 $36.90
2. KLTN-FM Regional Mexican Houston, Univision $30.85 $29.00
3. KLVE-FM Adult Contemporary Los Angeles, Univision $29.25 $28.00
4. KLAX-FM Regional Mexican Los Angeles, SBS $26.88 $24.90
5. KSCA-FM Regional Mexican Los Angeles, Univision $26.82 $26.00
6. KBUE-FM Regional Mexican Los Angeles, Liberman $25.91 $24.90
7. WAMR-FM Adult Contemporary Miami, Univision $19.10 $18.30
8. WOJO-FM Regional Mexican Chicago, Univision $18.89 $18.00
9. KSSE-FM Contemporary Hits Los Angeles, Entravision $16.98 $16.20
10. WPAT-FM Adult Contemporary New York, SBS $16.12 $14.80
TOTAL $250.15 $237.00
*Note: SBS = Spanish Broadcasting System.

© 2005 Hispanic Business Inc. Reprinting, copying, or transmitting all or part of this information requires written permission.
Source: 2004 radio station revenue estimates from BIA Financial Network.
HispanTelligence® estimates for 2005 based on proprietary data and public records.



Source: HISPANIC BUSINESS Magazine


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