News Column

2002 Media Markets Report

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Top 10 Brand Marketers in the Hispanic Market, 2002*
Brands Gross Media Expenditures ($M)
Brand              Parent Co.
% of Parent Co.
1. McDonald's Corp. $41.86 $41.86 100.00%
2. Miller Brewing Co. $40.00 $64.05 62.45%
3. Coca-Cola Soft Drinks $36.52 $41.44 88.13%
4. 10-10-345 (AT&T) $31.67 $44.82 70.67%
5. Bally Total Fitness $26.93 $26.93 100.00%
6. 10-10-123 (Americatel) $26.72 $32.93 81.15%
7. Burger King $25.44 $25.44 100.00%
8. U.S. Army $21.64 $21.64 100.00%
9. 10-10-220 (Worldcom) $19.47 $21.46 90.70%
10. Pepsi Soft Drinks $18.18 $34.73 52.35%
Total $288.43 $355.30 81.18%
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Hispanic Market Advertising Expenditures, 2002*
Medium Gross expenditures ($M)
Network/national TV $1,014.00
Local TV $507.38
National radio $170.13
Local radio $418.96
National newspapers $90.45
Local newspapers $135.67
Magazines $61.25
Out-of-home $65.55
Total $2,463.39
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Leading Hispanic DMAs, 2002*
DMA Estimated gross expenditures ($M)
TV                   Radio                 Print                 Total
Los Angeles $267.96 $141.45 $83.64 $493.05
Miami–Ft. Lauderdale $96.71 $82.80 $43.00 $222.51
New York $86.54 $78.85 $40.22 $205.61
Houston $48.51 $49.06 $7.27 $104.84
Chicago $42.85 $33.64 $17.51 $94.00
San Francisco–Oakland–San Jose $35.94 $24.51 $4.32 $64.77
Dallas $29.54 $24.11 $7.03 $60.68
San Antonio $20.65 $28.64 $3.08 $52.37
Phoenix $23.10 $11.44 $14.12 $48.66
San Diego $23.24 $16.00 $4.50 $43.74
Total $675.04 $490.50 $224.69 $1,390.23
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* Media Markets Report: Methodology The figures for the Media Markets Report were compiled by the staff of HispanTelligence, the research arm of Hispanic Business Inc. DMA estimates are based on information supplied by representatives from Spanish-language TV, radio, and print outlets. National totals are based on input from CMR, advertisers, media industry experts, advertising agencies, and public records. Current-year figures may not be directly comparable to previous-year figures because of additional input from data sources.

Research for the 2002 Media Markets Report was conducted by Hispantelligence staff members J. Tabin Cosio, Cynthia Marquez, and Michael Caplinger.

© 2002 Hispanic Business Inc. Reprinting, copying, or transmitting all or part of this information requires written permission. * Media Markets Report. ** Top 25 Hispanic Ad Agencies Survey.



Source: HISPANIC BUSINESS Magazine


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