U.S. spanish-language media spend rises

Spanish-language media in the U.S. continues to attract more and more advertising dollars, with the exception of broadcast media, concludes Nielsen Monitor-Plus.

by Helen Leggatt

In the first half of 2007, the amount spent on Spanish-language media in the U.S. was $2.88 billion. That’s a 2.3 percent increase on the same period last year. Spending for the top 10 categories on Spanish-language media exceeded $1.1 billion in the first half of 2007, led by the automotive sector at $316 million, followed by wireless telephone services at $140 million.

“The past couple of years have seen increased growth in ad spend for Spanish-language media, with automotive ranking as the top product category and Univision Communications Inc., the top advertiser for this time period,” said Brian Lane, Nielsen Monitor-Plus’s senior vice president of client strategy and product management.

Spending on Spanish-language cable was up a smidge over 29 percent, not taking in to account the effect of Fox Sport en Espanol, which was added at the beginning of the year. The advertising spend on Spanish-language national magazines was up from $63.5 million to $72.7 million, a rise of 14.3 percent.

Spanish-language broadcast networks saw the smallest rise in spend with 0.2 percent and spot TV up just 0.6 percent.

Tags: broadcast network, cable, Hispanic, newspapers, spanish-language, television