News Column

Ad Spending Heats Up

Page 2 of 3

Top 25 Billing Survey**
Billings, by Medium 2002 billings
(in $M)
Percent of total billings
Internet $28.16 1.35%
Print $172.92 8.28%
Radio $409.71 19.62%
TV $1,187.82 56.88%
Other $289.57 13.87%
 
Totals $2,088.18 100%
Billings, by Service 2002 billings
(in $M)
Percent of total billings
Strategic planning $394.93 18.91%
Media buying $477.93 22.89%
Creative/production $650.30 31.14%
Research $54.63 2.62%
Web site $47.17 2.26%
Public relations $106.71 5.11%
Promotions/events $201.42 9.65%
Translation services $67.77 3.25%
Budgeting/finance $23.83 1.14%
Other $63.49 3.04%
 
Totals $2,088.18 100%
Of the total billings, $1.98 billion, or 95%, was spent on Spanish-language ads.


THE CARTEL GROUP
San Antonio, TX
(210) 696-1099
Ownership: Independent/100% Hispanic-owned
CEO: Victoria Varela
Year founded: 1994
No. of employees: 80
2002 gross billings ($M): $86.29
2001 gross billings ($M): $74.11
Clients: U.S. Army, J.C. Penney, Leap Wireless, Capital One

LA AGENCIA DE ORCÍ & ASOCIADOS
Los Angeles, CA
(310) 444-7300
Ownership: Independent/100% Hispanic-owned
CEOs: Hector and Norma Orcí
Year founded: 1986
No. of employees: 92
2002 gross billings ($M): $85.00
2001 gross billings ($M): $72.00
Clients: Washington Mutual, American Honda, Verizon, Allstate Insurance

DEL RIVERO MESSIANU DDB
Coral Gables, FL
(305) 666-2101
Ownership: DDB
CEO: Eduardo del Rivero
Year founded: 1993
No. of employees: 48
2002 gross billings ($M): $75.00
2001 gross billings ($M): $70.00
Clients: McDonald’s, State Farm Insurance

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