October 24, 2016
Marketers continue to boost spending in the U.S. Hispanic media market, with 2014 advertising outlays growing by 12.0%, far ahead of the estimated 4.9% growth for overall U.S. major-media ad spending. As usual, Internet spending (up 18.3%) and TV (up 14.7%) fueled that growth. Newspapers eked out 1.4% growth in ad spending, and magazines were down by 0.6%.
Ad Age’s twelfth-annual Hispanic Fact Pack, distributed with the Aug. 3 issue of the magazine, includes data about marketers, ad spending, demographic change, and how Hispanics use digital media. Rankings in the 40-page 2015 guide include the top 50 Hispanic advertisers, the 50 largest Hispanic agencies, and the 16 largest Hispanic media agencies.
The top 50 Hispanic marketers increased spending by 17.6% to $3.8 billion, led by the biggest advertiser, Procter & Gamble Co. Rivalries are heating up. In two of the biggest recent account moves, Sprint is moving to Omnicom Group-controlled Alma after a Hispanic pitch; and AT&T, the No. 2 spender, is now at Omnicom’s Dieste after leaving its previous agency, WPP’s Bravo Group.
PepsiCo and Coca-Cola Co., once big U.S. Hispanic spenders, are back. PepsiCo, which just squeezed into last year’s Hispanic Fact Pack ranking in the No. 50 spot, jumped 15 places to No. 35 with a 39% increase in 2014 spending to $46.7 million. Similarly, Coca-Cola re-entered the top 50 at No. 45 as its Hispanic ad spending surged 68.4% to $38.4 million.
After years of speculation over when and how Univision Holdings’ private-equity investors would sell the Spanish-language media giant they bought in pre-recession 2007, Univision filed in early July 2015 for an initial public offering. Univision recently extended through 2030 its programming agreement with Mexico’s Grupo Televisa, the world’s biggest Spanish-language TV producer. Televisa will own about 22% of Univision if the IPO is completed.
In the 50 largest U.S. Hispanic agencies’ ranking, Lopez Negrete Communications‘ 26.3% revenue growth to $42.3 million moved the independent agency into the top slot from No. 2 after a steady climb over the past decade from No. 7 in the 2005 Hispanic Fact Pack.
The agency’s 2014 growth spurt was fueled by winning the Verizon Wireless account in late 2013, adding more Chrysler nameplates in 2014—Chrysler 200, Dodge and Ram—and Samsung‘s almost doubling its Hispanic spending, said President-CEO Alex López Negrete. Rarely losing major clients also helps; two of Lopez Negrete’s three biggest accounts, Walmart and Bank of America, have been with the agency more than 20 years. In other moves, the Houston-based shop opened offices in New York and Mexico City. And the agency is turning the corner on creativity under CCO Fernando Osuna.
Also climbing steadily is Saatchi & Saatchi’s Hispanic shop Conill, part of Publicis Groupe. Conill is now the third-biggest U.S. Hispanic shop, after LatinWorks, and is up from the No. 4 slot last year and No. 7 in 2011.
One venerable Hispanic agency, Publicis-owned Bromley Communications, closed in August 2015 after 34 years. Chairman-CEO Ernest Bromley said he plans to earn a doctorate in consumer behavior, do research and teach.
In agency honors, Ad Age named Alma the Multicultural Agency of the Year for the second year, while The Community won a coveted spot on Ad Age’s A-List of the top 10 agencies. The Community, owned by Publicis, this year changed its name from La Comunidad as a reflection of America’s changing multicultural scene.
Unlike in the general market, a number of U.S. Hispanic agencies continue to operate media departments, rather than outsourcing planning and buying to media agencies. That includes LatinWorks, Conill, Lopez Negrete Communications, Casanova Pendrill, Zubi Advertising Services and Acento Advertising.
But the shift continues to media agencies, which take the top seven slots in Ad Age’s Hispanic media agency ranking. Two specialist media agencies were added this year. They are Maxus, WPP’s fourth and smallest media agency, and Horizon Media. Maxus got a big boost to its Hispanic business with assignments from Nestle, SC Johnson and other clients. And Horizon has revved up its Hispanic media effort after hiring Karina Dobarro a year ago as VP, managing director, multicultural brand strategy, along with Jerly Marquez as associate director of multicultural brand strategy. Ms. Dobarro was previously managing director of multicultural marketing at WPP’s Mindshare and Ms. Marquez was a multicultural market specialist for WPP’s Group M media agencies.
Another WPP media shop, MEC Bravo, which started as Y&R Hispanic shop Bravo’s media department, is re-branding as MEC Multicultural. And Conill is now splitting media accounts it formerly controlled for some of its biggest clients. Toyota moved Hispanic media buying to ZO Multicultural, leaving Conill with planning, along with Hispanic digital planning and buying. And T-Mobile consolidated media planning and buying at ZO Multicultural, although Conill still has a team providing Hispanic media insights and activation for the carmaker.
Hispanics continue to account for nearly half of the U.S. population growth since the 2010 Census, and now account for 17.4% of the population, or 55.4 million people. And they are young. More than 25% of the U.S. population under the age of 10 is Hispanic, and so are more than 20% of millennials. Hispanics continue to be more digital than their non-Hispanic counterparts. They spend more time than non-Hispanics watching videos online (2.7 hours per day compared to 2.1 hours for non-Hispanics), playing video games, and accessing the Internet on a tablet or phone.
The digital edition of the Hispanic Fact Pack is available free to Ad Age members and Datacenter subscribers here, and is available to non-subscribers for $49.
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