Advertising Age Hispanic Factpack 2013

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Advertising Age Hispanic Factpack 2013

  1. 1. 26%Percentage of U.S. population under age five that is Hispanic $246MILLION Procter & Gamble’s 2012 Hispanic measured-media spending $8B 2012 ad spending in Hispanic media 28Median age of U.S. Hispanics, vs. 37 for overall U.S. population 11%Hispanic media spending growth in 2012 hfp2013 v48.qxp 7/11/2013 12:50 PM Page 1
  2. 2. HISPANIC FACT PACK 2013 ADVERTISING AGE JULY 22, 2013 • 3 Welcome to Ad Age’s 10th annual Hispanic Fact Pack, and all the changes a decade has brought in marketing to Hispanic consumers. In our inaugural Hispanic Fact Pack, we reported that 2003 U.S. Hispanic media spend- ing totaled $2.8 billion. That nearly tripled to $7.9 billion in 2012 (Page 6). And Hispanic inter- net display spending, now at $431 million, wasn’t even measured a decade ago. Many of the players are still the same— Procter & Gamble Co. is the most important U.S. Hispanic advertiser, spending $246.2 mil- lion in 2012 (Page 8)—up from $169.8 million in 2003—and Univision remains the biggest Spanish-language media group. But the game is very different. In the last decade, the fastest growth in the U.S. Hispanic market has shifted from foreign- born immigrants to U.S.-born Hispanics, and that is reflected in media and marketing. New Hispanic media properties, for instance, increas- ingly target bilingual and English-speaking mil- lennials. Univision and Walt Disney Co.’s ABC are partnering to launch English-language cable news channel Fusion in the second half of 2013; Univision also is an investor in El Rey Network, an English-language cable channel in the works from filmmaker Robert Rodriguez. In print, Hearst Corp.’s English-language Cosmopolitan for Latinas will publish four issues this year. Marketers are increasingly considering Hispanics’ tastes and seeing them become pref- erences in the general market, too. It’s no coin- cidence that the 25 largest Hispanic advertisers now include General Mills and Mars Inc., nei- ther of which was in that ranking a decade ago. Hispanic-owned Goya is partnering with Hero AG’s Beech-Nut in a national rollout this sum- mer of Beech-Nut Goya baby food, a line of Latin flavors and combinations that reflects today’s demographics: One-fourth of U.S. births are to Hispanics, who typically buy more baby food than do other groups. Only five of this year’s 10 biggest Hispanic agencies (Page 38) were in the top 10 a decade ago—Bravo Group, Lopez Negrete Communications, Alma, Zubi and Dieste. One former top 10 agency, WPP’s Mendoza Dillon & Asociados, has disappeared through mergers; it’s now part of WPP’s Bravo. Newcomers include fast-growing LatinWorks, now the third- biggest Hispanic shop (from No. 16 in the 2004 edition and No. 5 last year), and Conill, ranked No. 5 from No. 13 a decade ago. In mid-2013, Miami boutique agency Concept Café closed after 12 years, and the Coral Gables, Fla., headquarters of Accentmarketing is in the process of closing. Accentmarketing, which is 49% owned by Interpublic Group of Cos., continues to operate a small office in West Hollywood, Calif., reporting through Interpublic’s Axis Agency. Specialist media-buying agencies were slow to move into the U.S. Hispanic sector, and unlike in the general market, some of the biggest Hispanic shops are still full-service ad agencies with media departments. For the first time, the five biggest Hispanic media agencies are special- ist shops, but half of the 16 media agencies with more than $3 million in media-services revenue are full-service Hispanic agencies (Page 42). In agency honors, LatinWorks was Ad Age’s Multicultural Agency of the Year and La Comunidad won a spot on Ad Age’s Agency A-List (Page 41). Both agencies were awarded at the Cannes Lions festival in June 2013, along with Alma, Grupo Gallegos and Lapiz. —LAUREL WENTZ 10YEARS OF BIG CHANGE U.S.marketing,media,demographicsandagencies hfp2013 v48.qxp 7/11/2013 12:50 PM Page 3
  3. 3. be bold. beBravo.com We’re the ones that make those butterflies in your stomach nervous.
  4. 4. HISPANIC FACT PACK 2013 ADVERTISING AGE JULY 22, 2013 • 5 NMARKETINGN P.6I HHiissppaanniicc aadd ssppeennddiinngg bbyy mmeeddiiuumm Hispanic media ad spending growth rates Spending by medium P.8I LLaarrggeesstt aaddvveerrttiisseerrss Largest spenders in Hispanic media, including magazines, newspapers, TV, radio and internet NMEDIAN P.18I LLaanngguuaaggee pprreeffeerreenncceess For Hispanic adults TToopp 1100 UU..SS.. TTVV mmaarrkkeettss By Hispanic TV households P.20I TTVV aanndd ccaabbllee pprrooggrraammss Ranked by ratings and shown by language LLaarrggeesstt mmeeddiiaa pprrooppeerrttiieess TV and cable networks, magazines, newspapers, social networks, websites, mobile phone use, online ad networks, radio NDEMOGRAPHICSN P.34I PPooppuullaattiioonn U.S. population totals Hispanic discretionary spending P.36I AAvveerraaggee ttiimmee ssppeenntt bbyy oonnlliinnee HHiissppaanniiccss On media-related activities PPuurrcchhaassee ppllaannss Via device by category NAGENCIESN P.38I LLaarrggeesstt HHiissppaanniicc aaggeenncciieess iinn 22001122 By U.S. revenue from Hispanic activities P.41I AAwwaarrdd--wwiinnnniinngg HHiissppaanniicc aaggeenncciieess Eight Lions won at Cannes Festival P.42I LLaarrggeesstt HHiissppaanniicc mmeeddiiaa aaggeenncciieess iinn 22001122 By estimated U.S. revenue from Hispanic activities This document, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2013) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information con- tained therein, without prior written consent of The Ad Age Group. HOW TO REACH US Advertising Age’s Hispanic Fact Pack 2013 was published July 22, 2013. EEmmaaiill:: DataCenter@AdAge.com. SSeenndd mmaaiill ttoo:: Ad Age DataCenter 150 N. Michigan Ave., Ste. 1737 Chicago, IL 60601 AAddddiittiioonnaall ccooppiieess:: Order print copies at AdAgeSubscriptions@adage.com or by calling 1-877-320-1721; for readers outside the U.S., 1-313-446-0450. Digital edition avail- able free online at AdAge.com/trend-reports through Aug. 21; available for $29 after that. SSttaaffff:: Kevin Brown, Bradley Johnson, Catherine Wolf, Shawna Lent, Laurel Wentz and Amanda Murphy. AAdd ssaalleess:: (212) 210-0159. INSIDE hfp2013 v48.qxp 7/11/2013 12:51 PM Page 5
  5. 5. HISPANIC FACT PACK 2013 ADVERTISING AGE6 • JULY 22, 2013 U.S. ADVERTISING SPENDING IN HISPANIC MEDIA PERCENT OF TOTAL MEDIUM 2012 2011 % CHG 2012 2011 Network TV $4,206 $3,491 20.5% 52.9% 48.8% Spot TV 1,323 1,237 6.9 16.7 17.3 Cable TV networks 246 227 8.3 3.1 3.2 Subtotal TV 1 5,775 4,955 16.5 72.7 69.3 Newspapers 683 702 -2.7 8.6 9.8 Magazines 294 365 -19.5 3.7 5.1 Other print 39 47 -17.0 0.5 0.7 Subtotal print 2 1,016 1,113 -8.7 12.8 15.6 Spot radio 3 725 666 8.9 9.1 9.3 Internet 4 431 420 2.5 5.4 5.9 Total $7,946 $7,154 11.1% 100.0 100.0 Totals by media are gross ad revenue. Sources: 1. TV data are measured media from Kantar Media (kantarmediana.com). Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank. 2. Print data from Latino Print Network. Newspapers include classified. Other print includes annuals, catalogs, journals, newsletters and yellow pages. Print includes Puerto Rican publications as well as Mexican border publications with U.S. circulation. Kantar Media also measures Hispanic newspapers and magazines. 3. Spot radio data from Nielsen (nielsen.com). 4. Internet data are Ad Age DataCenter estimates of internet display advertising. Kantar Media monitors Spanish-language websites. Sources: All U.S. media data from Kantar Media. Hispanic data for 2009 through 2012 are Ad Age DataCenter estimates (see chart below). Hispanic media data from 2003 through 2008 from HispanTelligence, research arm of Hispanic Business, based on input from Kantar Media, media industry experts, advertising agencies and public records. Hispanicmediaspendinggrowthrates Versus all U.S. measured-media ad spending growth, 2003 to 2012 -10 20% U.S. Hispanic measured media All U.S. measured media 2012201120102009200820072006200520042003 6.1% 3.2% 11.1% -8.6% -10.2% Percent change 13.3% Hispanicmajormediaadspendingin2012 Gross U.S. ad spending. Dollars in millions hfp2013 v48.qxp 7/11/2013 12:51 PM Page 6
  6. 6. CONSECUTIVE YEARS HIGHEST-RATED & MOST-WATCHED4 10+ HOURS TIME SPENT BY HISPANIC FANS W/ ESPN MEDIA A WEEK HISPANIC FANS A QUARTER 20MWATCH, LISTEN, READ OR LOG-ON TO ESPN MEDIA HISPANIC FANS A WEEK 20M Sources: GFK, ESPN All Day, Every Day Fall 2012, 18.7 million Hispanic P13-64; Nielsen, 4Q12, Hispanic P2+, AA reach with 1+ minute WWW.ESPNDEPORTESSALES.COMJOHN FITZGERALD VP MULTIMEDIA SALES ESPN DEPORTES JOHN.FITZGERALD@ESPN.COM MORE WAYS TO WIN THE HISPANIC FAN MORE PLATFORMS, MORE SPORTS, IN ANY LANGUAGE
  7. 7. HISPANIC FACT PACK 2013 ADVERTISING AGE8 • JULY 22, 2013 UU..SS.. MMEEAASSUURREEDD--MMEEDDIIAA SSPPEENNDDIINNGG (($$ IINN TTHHOOUUSSAANNDDSS)) RRAANNKK MMAARRKKEETTEERR 22001122 22001111 %% CCHHGG 11 GGeennoommmmaa LLaabb IInntteerrnnaattiioonnaall $$225555,,663355 $10,204 NA 22 PPrroocctteerr && GGaammbbllee CCoo.. 224466,,223322 220,593 11.6 33 TT--MMoobbiillee UUSS 110099,,778855 83,862 30.9 44 MMccDDoonnaalldd’’ss CCoorrpp.. 110077,,773366 114,167 -5.6 55 VVeerriizzoonn CCoommmmuunniiccaattiioonnss 9933,,771155 114,616 -18.2 66 AATT&&TT 9922,,550000 111,067 -16.7 77 LL’’OOrrééaall 8888,,777722 77,863 14.0 88 TTooyyoottaa MMoottoorr CCoorrpp.. 8877,,555544 86,178 1.6 99 DDiisshh NNeettwwoorrkk CCoorrpp.. 8877,,446633 154,753 -43.5 1100 GGeenneerraall MMiillllss 8822,,440077 97,251 -15.3 1111 LLiivvaarriizz VVaarriitteekk TTeecchhnnoollooggiieess 8811,,667722 NA NA 1122 GGuutthhyy--RReennkkeerr CCoorrpp.. 7755,,330011 33,420 125.3 1133 SSttaattee FFaarrmm MMuuttuuaall AAuuttoo IInnssuurraannccee CCoo.. 7744,,112266 73,893 0.3 1144 GGeenneerraall MMoottoorrss CCoo.. 7733,,441199 79,385 -7.5 1155 SSpprriinntt NNeexxtteell CCoorrpp.. 7711,,110077 73,287 -3.0 1166 BBrrooaaddccaassttiinngg MMeeddiiaa PPaarrttnneerrss ((UUnniivviissiioonn)) 11 6677,,001188 88,169 -24.0 1177 KKrraafftt FFooooddss GGrroouupp 6644,,220011 51,322 25.1 1188 CCoommccaasstt CCoorrpp.. 6633,,666611 56,420 12.8 1199 MMoouullddiinngg MMoottiioonn 6600,,773366 0 NA 2200 SSAABBMMiilllleerr ((MMiilllleerrCCoooorrss)) 5599,,557788 52,538 13.4 2211 FFiiaatt ((CChhrryysslleerr GGrroouupp)) 5577,,551122 58,210 -1.2 2222 WWaallmmaarrtt SSttoorreess 5577,,117744 60,875 -6.1 2233 SSeeaarrss HHoollddiinnggss CCoorrpp.. 5566,,334422 55,127 2.2 2244 KKeelllloogggg CCoo.. 5555,,669999 35,975 54.8 2255 MMaarrss IInncc.. 5511,,998822 49,050 6.0 Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Data represent the sum of broadcast TV and cable networks, Spanish-language magazines (including PIB-monitored Spanish-language magazines), Spanish-language newspapers, Spanish-language spot TV and Spanish-language websites. 1. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank. Ranking and notes continue on Page 10. 50largestspendersinHispanicmedia Companies ranked by U.S. measured-media spending hfp2013 v48.qxp 7/11/2013 12:51 PM Page 8
  8. 8. To learn more about reaching a Hispanic audience through Pandora’s effective data-driven solutions, visit www.pandora.com/advertise. Infuse your brand into the passionate and engaging relationship between U.S. Hispanics and their music. 1 IN 4 HISPANICS ARE ON PANDORA LISTENING TO THE MUSIC THEY LOVE. * Pandora internal metrix, May 2013 Scan the QR Code or visit www.pandora.com/lamúsica to hear songs from our 39 Latin genre stations. La Pasión de la Música
  9. 9. HISPANIC FACT PACK 2013 ADVERTISING AGE10 • JULY 22, 2013 UU..SS.. MMEEAASSUURREEDD--MMEEDDIIAA SSPPEENNDDIINNGG (($$ IINN TTHHOOUUSSAANNDDSS)) RRAANNKK MMAARRKKEETTEERR 22001122 22001111 %% CCHHGG 2266 HHoommee DDeeppoott $$5511,,007777 $48,866 4.5 2277 FFoorrdd MMoottoorr CCoo.. 5500,,224400 62,500 -19.6 2288 TTaarrggeett CCoorrpp.. 4499,,665588 45,676 8.7 2299 AAnnhheeuusseerr--BBuusscchh IInnBBeevv 4488,,558844 54,435 -10.7 3300 GGrruuppoo TTeelleevviissaa 4488,,447733 36,405 33.1 3311 NNiissssaann MMoottoorr CCoo.. 4433,,774466 32,662 33.9 3322 JJ..CC.. PPeennnneeyy CCoo.. 4433,,004400 52,728 -18.4 3333 UUnniilleevveerr 4422,,111177 36,154 16.5 3344 AAllllssttaattee CCoorrpp.. 4422,,008833 53,387 -21.2 3355 VVoonnaaggee HHoollddiinnggss CCoorrpp.. 4411,,559977 48,670 -14.5 3366 MMaaccyy’’ss 3388,,110022 38,605 -1.3 3377 CClloorrooxx CCoo.. 3366,,339933 32,131 13.3 3388 XXoooomm CCoorrpp.. 3366,,220022 15,229 137.7 3399 SStt.. JJuuddee CChhiillddrreenn’’ss RReesseeaarrcchh HHoossppiittaall 3355,,773388 10,949 226.4 4400 HHoonnddaa MMoottoorr CCoo.. 3355,,229933 21,197 66.5 4411 TTiimmee WWaarrnneerr CCaabbllee 3344,,775566 32,858 5.8 4422 WWaalltt DDiissnneeyy CCoo.. 3344,,666699 31,604 9.7 4433 BBuurrggeerr KKiinngg WWoorrllddwwiiddee 3344,,119966 26,121 30.9 4444 CCoollggaattee--PPaallmmoolliivvee CCoo.. 3344,,003300 18,855 80.5 4455 CCRREE--CC 3333,,998833 13,492 151.9 4466 LLoowwee’’ss CCooss.. 3333,,997744 36,288 -6.4 4477 CCoonnssoolliiddaatteedd CCrreeddiitt CCoouunnsseelliinngg 3322,,995544 47,668 -30.9 4488 CChhuurrcchh && DDwwiigghhtt CCoo.. 3322,,552288 9,354 247.7 4499 WWaallkkeerr AAddvveerrttiissiinngg 3322,,550022 19,059 70.5 5500 YYuumm BBrraannddss 3322,,223322 23,048 39.8 TToottaall ffoorr 5500 (($$ iinn mmiilllliioonnss)) $$33,,119999 $2,688 19.0 Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Data represent the sum of broadcast TV and cable networks, Spanish-language magazines (including PIB-monitored Spanish-language magazines), Spanish-language newspapers, Spanish-language spot TV and Spanish-language websites. Ranking begins on Page 8. 50largestspendersinHispanicmedia Companies ranked by U.S. measured-media spending hfp2013 v48.qxp 7/11/2013 12:51 PM Page 10
  10. 10. HISPANIC FACT PACK 2013 ADVERTISING AGE12 • JULY 22, 2013 UU..SS.. MMEEAASSUURREEDD--MMEEDDIIAA SSPPEENNDDIINNGG (($$ IINN TTHHOOUUSSAANNDDSS)) RRAANNKK MMAARRKKEETTEERR 22001122 22001111 %% CCHHGG 11 PPrroocctteerr && GGaammbbllee CCoo.. $$4444,,666611 $43,183 3.4 22 LL’’OOrrééaall 2233,,445500 22,270 5.3 33 EEssttééee LLaauuddeerr CCooss.. 55,,441177 3,949 37.2 44 TTiimmee WWaarrnneerr 55,,008866 2,571 97.8 55 JJoohhnnssoonn && JJoohhnnssoonn 44,,663355 4,051 14.4 66 MMaarrss IInncc.. 44,,441144 5,151 -14.3 77 KKiimmbbeerrllyy--CCllaarrkk CCoorrpp.. 44,,337755 1,788 144.6 88 UUnniilleevveerr 44,,227700 1,642 160.1 99 KKeelllloogggg CCoo.. 44,,111199 3,454 19.2 1100 GGeenneerraall MMoottoorrss CCoo.. 44,,111133 4,278 -3.8 TToopp 1100 $$110044,,554400 $92,337 13.2 Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from magazines in two media classifications: Spanish-language magazines and PIB-monitored Spanish-language magazines. UU..SS.. MMEEAASSUURREEDD--MMEEDDIIAA SSPPEENNDDIINNGG (($$ IINN TTHHOOUUSSAANNDDSS)) RRAANNKK MMAARRKKEETTEERR 22001122 22001111 %% CCHHGG 11 SSeeaarrss HHoollddiinnggss CCoorrpp.. $$77,,447700 $7,342 1.7 22 TTaarrggeett CCoorrpp.. 55,,334466 4,370 22.3 33 IInntteerrbboonndd CCoorrpp.. ooff AAmmeerriiccaa 44,,330077 4,621 -6.8 44 MMaaccyy’’ss 44,,223322 3,359 26.0 55 TT--MMoobbiillee UUSS 33,,665533 2,818 29.6 66 BBeesstt BBuuyy CCoo.. 33,,550077 2,928 19.8 77 KKoohhll’’ss CCoorrpp.. 33,,221166 2,274 41.4 88 WWaallmmaarrtt SSttoorreess 33,,116655 1,053 200.6 99 RRoooommss TToo GGoo 22,,449911 2,335 6.7 1100 WWaallggrreeeenn CCoo.. 22,,444433 1,213 101.4 TToopp 1100 $$3399,,883300 $32,313 23.3 Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from measured newspapers only. Automotive dealers and associations are excluded. 10largestspendersinHispanicmagazines Companies ranked by U.S. measured magazine spending 10largestspendersinHispanicnewspapers Companies ranked by U.S. measured newspaper spending hfp2013 v48.qxp 7/11/2013 12:52 PM Page 12
  11. 11. HISPANIC FACT PACK 2013 ADVERTISING AGE14 • JULY 22, 2013 UU..SS.. MMEEAASSUURREEDD--MMEEDDIIAA SSPPEENNDDIINNGG (($$ IINN TTHHOOUUSSAANNDDSS)) RRAANNKK MMAARRKKEETTEERR 22001122 22001111 %% CCHHGG 11 GGeennoommmmaa LLaabb IInntteerrnnaattiioonnaall $$224477,,889977 $3,878 NA 22 PPrroocctteerr && GGaammbbllee CCoo.. 118899,,004400 167,744 12.7 33 TT--MMoobbiillee UUSS 9911,,665544 71,312 28.5 44 MMccDDoonnaalldd’’ss CCoorrpp.. 8866,,993355 94,823 -8.3 55 LLiivvaarriizz VVaarriitteekk TTeecchhnnoollooggiieess 8811,,664400 126 NA 66 GGeenneerraall MMiillllss 8800,,668822 92,528 -12.8 77 DDiisshh NNeettwwoorrkk CCoorrpp.. 7777,,004400 143,489 -46.3 88 TTooyyoottaa MMoottoorr CCoorrpp.. 7755,,550011 78,692 -4.1 99 GGuutthhyy--RReennkkeerr CCoorrpp.. 7722,,779911 32,108 126.7 1100 VVeerriizzoonn CCoommmmuunniiccaattiioonnss 7711,,882244 87,413 -17.8 TToopp 1100 $$11,,007755,,000033 $772,112 39.2 Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from Spanish-language TV networks and Spanish-language cable networks. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank. UU..SS.. MMEEAASSUURREEDD--MMEEDDIIAA SSPPEENNDDIINNGG (($$ IINN TTHHOOUUSSAANNDDSS)) RRAANNKK MMAARRKKEETTEERR 22001122 22001111 %% CCHHGG 11 AATT&&TT $$4477,,002299 $53,055 -11.4 22 TTiimmee WWaarrnneerr CCaabbllee 3344,,228811 32,137 6.7 33 CCoommccaasstt CCoorrpp.. 3333,,442277 26,151 27.8 44 BBrrooaaddccaassttiinngg MMeeddiiaa PPaarrttnneerrss ((UUnniivviissiioonn)) 2233,,555511 17,301 36.1 55 FFiiaatt ((CChhrryysslleerr GGrroouupp)) 2211,,225577 11,722 81.3 66 VVeerriizzoonn CCoommmmuunniiccaattiioonnss 2200,,337799 23,491 -13.2 77 MMccDDoonnaalldd’’ss CCoorrpp.. 1188,,338811 16,571 10.9 88 RRoooommss TToo GGoo 1188,,007744 17,124 5.5 99 HHoonnddaa MMoottoorr CCoo.. 1166,,662200 10,799 53.9 1100 TT--MMoobbiillee UUSS 1133,,116600 8,514 54.6 TToopp 1100 $$224466,,115588 $216,866 13.5 Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from Spanish-language TV stations. Automotive dealers and associations are excluded. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank. 10largestspendersinHispanicTVandcablenetworks Companies ranked by U.S. measured network spending 10largestspendersinHispanicspotTV Companies ranked by U.S. measured spotTV spending hfp2013 v48.qxp 7/11/2013 12:52 PM Page 14
  12. 12. HISPANIC FACT PACK 2013 ADVERTISING AGE16 • JULY 22, 2013 UU..SS.. MMEEAASSUURREEDD--MMEEDDIIAA SSPPEENNDDIINNGG (($$ IINN TTHHOOUUSSAANNDDSS)) RRAANNKK MMAARRKKEETTEERR 22001122 22001111 %% CCHHGG 11 BBrrooaaddccaassttiinngg MMeeddiiaa PPaarrttnneerrss ((UUnniivviissiioonn)) $$2255,,886655 $25,866 0.0 22 TT--MMoobbiillee UUSS 1166,,554422 12,576 31.5 33 MMccDDoonnaalldd’’ss CCoorrpp.. 1144,,110033 13,190 6.9 44 CCoommccaasstt CCoorrpp.. 1133,,880000 10,897 26.6 55 SSeeaarrss HHoollddiinnggss CCoorrpp.. 1111,,996699 9,631 24.3 66 UU..SS.. GGoovveerrnnmmeenntt 1100,,554477 8,178 29.0 77 FFoorrdd MMoottoorr CCoo.. 99,,775544 13,418 -27.3 88 VVeerriizzoonn CCoommmmuunniiccaattiioonnss 99,,335533 4,921 90.0 99 HHoommee DDeeppoott 99,,223344 9,007 2.5 1100 TTooyyoottaa MMoottoorr CCoorrpp.. 99,,118866 4,368 110.3 TToopp 1100 $$113300,,335522 $112,053 16.3 Source: Nielsen (nielsen.com). Nielsen monitors 87 Hispanic stations in 25 markets. IIMMPPRREESSSSIIOONNSS TTOOTTAALL PPEERRCCEENNTT HHIISSPPAANNIICC RRAANNKK MMAARRKKEETTEERR OONN HHIISSPPAANNIICC SSIITTEESS IIMMPPRREESSSSIIOONNSS HHIISSPPAANNIICC IINNDDEEXX 11 PPrroocctteerr && GGaammbbllee CCoo.. 556611,,225566 26,213,148 2.14% 1,041 22 SSpprriinntt NNeexxtteell CCoorrpp.. 221188,,337700 26,626,046 0.82 399 33 TTooyyoottaa MMoottoorr CCoorrpp.. 119999,,669966 20,614,552 0.97 471 44 AATT&&TT 116622,,551122 104,184,744 0.16 76 55 WWaalltt DDiissnneeyy CCoo.. 113311,,444488 20,883,340 0.63 306 66 CCoommccaasstt CCoorrpp.. 113311,,005555 19,782,088 0.66 322 77 FFoorrdd MMoottoorr CCoo.. 113300,,550033 15,028,262 0.87 422 88 TT--MMoobbiillee UUSS 112211,,664400 12,638,577 0.96 468 99 SSttaattee FFaarrmm MMuuttuuaall AAuuttoo IInnssuurraannccee CCoo.. 110077,,114444 32,703,248 0.33 159 1100 NNiissssaann MMoottoorr CCoo.. 9933,,774444 11,758,704 0.80 388 TToottaall 1100,,554400,,771122 5,124,009,001 0.21 100 Source: ComScore (comscore.com). Impressions are in thousands. Impressions are for display only and exclude broadband video and search. Numbers rounded. See P. 30 for information on ComScore’s Hispanic Ad Focus category. Hispanic Index = % of Advertiser Ad Impressions on Hispanic Ad Focus Sites / % of Total Internet Ad Impression on Hispanic Ad Focus Sites x 100. Index of 100 indicates average Hispanic representation. 10largestspendersinHispanicspotradio Companies ranked by U.S. measured spot radio spending 10largestadvertisersonHispanicwebsites By 2012 display ad impressions in ComScore Hispanic Ad Focus sites hfp2013 v48.qxp 7/11/2013 12:52 PM Page 16
  13. 13. HISPANIC FACT PACK 2013 ADVERTISING AGE18 • JULY 22, 2013 WWAATTCCHHIINNGG LLIISSTTEENNIINNGG WWHHEENN RREESSPPOONNSSEESS BBYY PPEERRCCEENNTT RREEAADDIINNGG TTVV TTOO RRAADDIIOO OONNLLIINNEE OOnnllyy iinn EEnngglliisshh 3377..44%% 2299..00%% 2255..99%% 4422..99%% MMoossttllyy iinn EEnngglliisshh,, bbuutt ssoommee iinn SSppaanniisshh 2244..44 3333..44 2288..55 1199..88 MMoossttllyy iinn SSppaanniisshh,, bbuutt ssoommee iinn EEnngglliisshh 1166..22 1199..33 2200..00 1100..44 OOnnllyy iinn SSppaanniisshh 1199..00 1122..44 1199..11 1111..88 IInn ssoommee ootthheerr llaanngguuaaggee ****00..44 ****00..44 ****00..44 ****00..22 Source: Experian Marketing Services (experian.com/simmons). Data based on Simmons National Hispanic Consumer Study, Winter 2013 for the dates of Jan. 30, 2012, through March 13, 2013. Base: Hispanics who indicated a language preference. Numbers may not add to 100 due to rounding. **Indicates cell count below 31; projections are likely unstable, use with caution. Hispaniclanguagepreferences By media type for ages 18 and up HHIISSPPAANNIICC HHIISSPPAANNIICC TTVV TTOOTTAALL TTVV HHOOUUSSEEHHOOLLDDSS AASS RRAANNKK MMAARRKKEETT HHOOUUSSEEHHOOLLDDSS HHOOUUSSEEHHOOLLDDSS IINN MMAARRKKEETT %% OOFF TTOOTTAALL 11 LLooss AAnnggeelleess 11,,990099,,330000 5,613,460 34.0% 22 NNeeww YYoorrkk 11,,336600,,666600 7,384,340 18.4 33 MMiiaammii--FFoorrtt LLaauuddeerrddaallee,, FFllaa.. 775500,,773300 1,621,130 46.3 44 HHoouussttoonn 662233,,114400 2,215,650 28.1 55 DDaallllaass--FFoorrtt WWoorrtthh,, TTeexxaass 551199,,221100 2,588,020 20.1 66 CChhiiccaaggoo 551155,,229900 3,484,800 14.8 77 SSaann FFrraanncciissccoo--OOaakkllaanndd--SSaann JJoossee,, CCaalliiff.. 442266,,331100 2,502,030 17.0 88 SSaann AAnnttoonniioo 442244,,448800 881,050 48.2 99 PPhhooeenniixx ((PPrreessccootttt)),, AArriizz.. 335566,,559900 1,812,040 19.7 1100 HHaarrlliinnggeenn--WWeessllaaccoo,, TTeexxaass 11 331122,,881100 364,160 85.9 TToopp 1100 77,,119988,,552200 28,466,680 20.2 Source: Nielsen (nielsen.com). Estimates as of January 2013, effective Sept. 22, 2012. 1. Includes Harlingen, Weslaco, Brownsville and McAllen, Texas. LargestHispanicdesignatedmarketareas By HispanicTV households in 2012 hfp2013 v48.qxp 7/11/2013 12:52 PM Page 18
  14. 14. AA011930.indd 1 7/3/13 2:13 PM
  15. 15. HISPANIC FACT PACK 2013 ADVERTISING AGE20 • JULY 22, 2013 BroadcastnetworkTVprime-timeprogramleaders English-language programming among Hispanic viewers 2 AAVVEERRAAGGEE AAVVEERRAAGGEE HHIISSPPAANNIICC NNUUMMBBEERR OOFF PP 22++ HHOOUUSSEEHHOOLLDD HHIISSPPAANNIICC HHIISSPPAANNIICC RRAANNKK PPRROOGGRRAAMM,, DAY NNEETTWWOORRKK RRAATTIINNGG HHOOUUSSEEHHOOLLDDSS VVIIEEWWEERRSS 11 TThhee VVooiiccee NBC 5.3 745 1,148 22 TThhee BBiigg BBaanngg TThheeoorryy CBS 4.7 660 959 33 TThhee VVooiiccee Tue NBC 4.7 659 956 44 MMooddeerrnn FFaammiillyy ABC 4.5 641 987 55 AAmmeerriiccaann IIddooll Thu Fox 4.3 607 920 66 TThhee FFoolllloowwiinngg Fox 4.2 588 875 77 DDaanncciinngg WWiitthh TThhee SSttaarrss ABC 4.1 579 825 88 OOnnccee UUppoonn AA TTiimmee ABC 3.8 542 858 99 AAmmeerriiccaann IIddooll Wed Fox 3.7 528 794 1100 SSccaannddaall ABC 3.7 516 692 Source: Nielsen (nielsen.com). Rating is the % of Hispanic TV households tuned to the program. Households and viewers are in thousands. May 2013 (4/29/13 - 5/26/13), Hispanic Prime (Mon-Sun 7p-11p). Viewing estimates include Live viewing plus 7 days of timeshifted viewing. Excludes breakouts, specials, and programs less than five minutes in duration. 1. Spanish-language broadcast networks. 2. English-language broadcast networks. AAVVEERRAAGGEE AAVVEERRAAGGEE HHIISSPPAANNIICC NNUUMMBBEERR OOFF PP 22++ HHOOUUSSEEHHOOLLDD HHIISSPPAANNIICC HHIISSPPAANNIICC RRAANNKK PPRROOGGRRAAMM,, DAY NNEETTWWOORRKK RRAATTIINNGG HHOOUUSSEEHHOOLLDDSS VVIIEEWWEERRSS 11 AAmmoorreess VVeerrddaaddeerrooss Mon Univision 2200..11 2,834 4,899 22 AAmmoorreess VVeerrddaaddeerrooss Thu Univision 2200..00 2,827 4,802 33 AAmmoorreess VVeerrddaaddeerrooss Tue Univision 1199..99 2,809 4,868 44 AAmmoorreess VVeerrddaaddeerrooss Wed Univision 1199..44 2,737 4,576 55 AAmmoorreess VVeerrddaaddeerrooss Fri Univision 1188..44 2,593 4,394 66 PPoorrqquuee EEll AAmmoorr MMaannddaa Mon Univision 1155..66 2,199 3,795 77 PPoorrqquuee EEll AAmmoorr MMaannddaa Tue Univision 1155..55 2,179 3,690 88 PPoorrqquuee EEll AAmmoorr MMaannddaa Wed Univision 1155..00 2,112 3,442 99 PPoorrqquuee EEll AAmmoorr MMaannddaa Thu Univision 1144..99 2,099 3,468 1100 QQuuéé BBoonniittoo AAmmoorr Mon Univision 1144..99 2,098 3,524 BroadcastnetworkTVprime-timeprogramleaders Spanish-language programming among Hispanic viewers 1 hfp2013 v48.qxp 7/11/2013 12:52 PM Page 20
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  18. 18. Mike Rosen | EVP, Advertising Sales | Telemundo Media | Mike.Rosen@nbcuni.com | 212-664-2110 Telemundo, the #1 producer of Spanish-language primetime content in the U.S. mun2, the leading cable destination for millennial Hispanic adults Fluency, groundbreaking multi-format production studio developing authentic stories for multicultural audiences fastest-growing U.S. population group Authentic Latino content for the
  19. 19. HISPANIC FACT PACK 2013 ADVERTISING AGE24 • JULY 22, 2013 AAVVEERRAAGGEE AAVVEERRAAGGEE HHIISSPPAANNIICC NNUUMMBBEERR OOFF PP 22++ HHOOUUSSEEHHOOLLDD HHIISSPPAANNIICC HHIISSPPAANNIICC RRAANNKK PPRROOGGRRAAMM NNEETTWWOORRKK RRAATTIINNGG HHOOUUSSEEHHOOLLDDSS VVIIEEWWEERRSS 11 MMeexxiiccaann FFiirrsstt DDiivviissiioonn ((LLiivvee)) ESPN Deportes 11..55 216 399 22 CCooppaa LLiibbeerrttaaddoorreess QQuuaarrtteerrffiinnaallss Fox Deportes 11..44 193 298 33 MMeexxiiccaann FFiirrsstt DDiivviissiioonn ESPN Deportes 11..00 135 227 44 EEll CChhaavvoo ddeell OOcchhoo PPrriimmee HHRR Galavisión 00..99 125 199 55 UUFFCC OOnn FFooxx DDeeppoorrtteess PPrreelliimmiinnaarryy ((LLiivvee)) Fox Deportes 00..88 107 177 66 GGcciinneemmaa VVaaccaacciioonneess VVIIII Galavisión 00..77 103 169 77 GGoollddeenn BBooyy PPrroommoo PPrreevviiaa Fox Deportes 00..77 96 161 88 LLaa RRoossaa ddee GGuuaaddaalluuppee Galavisión 00..77 94 156 99 DDiissccoovveerryy PPrreesseennttaa Discovery en Español 00..77 92 145 1100 CCooppaa LLiibbeerrttaaddoorreess RRoouunndd 1166 Fox Deportes 00..77 92 127 AAVVEERRAAGGEE AAVVEERRAAGGEE HHIISSPPAANNIICC NNUUMMBBEERR OOFF PP 22++ HHOOUUSSEEHHOOLLDD HHIISSPPAANNIICC HHIISSPPAANNIICC RRAANNKK PPRROOGGRRAAMM NNEETTWWOORRKK RRAATTIINNGG HHOOUUSSEEHHOOLLDDSS VVIIEEWWEERRSS 11 NNBBAA PPllaayyooffffss CCoonnffeerreennccee FFiinnaallss ((LLiivvee)) TNT 5.1 715 1,036 22 TThhee IInnccrreeddiibblleess Disney Channel 4.6 654 924 33 NNBBAA PPllaayyooffffss RRoouunndd 22 ((LLiivvee)) TNT 3.8 535 766 44 NNBBAA PPllaayyooffffss CCoonnffeerreennccee FFiinnaallss ((LLiivvee)) ESPN 3.5 495 728 55 NNBBAA PPllaayyooffffss CCoonnffeerreennccee SSeemmiiss ((LLiivvee)) ESPN 3.5 494 728 66 MMeerrmmaaiiddss:: NNeeww EEvviiddeennccee Animal Planet 3.4 477 792 77 PPrriinncceessss aanndd tthhee FFrroogg Disney Channel 3.1 433 653 88 RRaattaattoouuiillllee Disney Channel 3.0 429 655 99 BBeevveerrllyy HHiillllss CChhiihhuuaahhuuaa Disney Channel 3.0 425 687 1100 SSkkyy HHiigghh Disney Channel 2.9 411 574 Source: Nielsen (nielsen.com). Rating is the % of Hispanic TV households tuned to the program. Households and viewers are measured in thousands. May 2013 (4/29/13 - 5/26/13), Hispanic Prime (Mon-Sun 7 p.m. to 11 p.m.). Viewing estimates include Live viewing plus 7 days of timeshifted viewing. Excludes breakouts, specials, and programs less than five minutes in duration. 1. Spanish-language broadcast networks. 2. English-language broadcast networks. CableTVprogramleaders Spanish-language programming among Hispanic viewers 1 CableTVprogramleaders English-language programming among Hispanic viewers 2 hfp2013 v48.qxp 7/11/2013 12:53 PM Page 24
  20. 20. HISPANIC FACT PACK 2013 ADVERTISING AGE JULY 22, 2013 • 25 HISPANIC FACT PACK 2013 HHOOUUSSEEHHOOLLDD HHOOUUSSEEHHOOLLDDSS HHOOUUSSEEHHOOLLDD PP 22++ RRAANNKK NNEETTWWOORRKK,, PARENT RRAATTIINNGG IINN TTHHOOUUSSAANNDDSS SSHHAARREE VVIIEEWWEERRSS 11 UUnniivviissiioonn Broadcasting Media Partners 1133..88 1,940 6.7 3,245 22 TTeelleemmuunnddoo Comcast Corp. (NBC Universal) 77..00 982 3.3 1,563 33 AABBCC Walt Disney Co. 22..55 359 1.1 521 44 NNBBCC Comcast Corp. (NBC Universal) 22..22 317 0.9 457 55 FFooxx 21st Century Fox 22..22 305 0.9 447 66 CCBBSS CBS Corp. 22..22 304 0.9 426 77 UUnniiMMááss 11 Broadcasting Media Partners 22..11 300 1.0 470 88 CCWW CBS Corp./Time Warner 00..88 116 0.3 165 99 EEssttrreellllaa TTVV Liberman Broadcasting 00..88 115 0.4 178 1100 PPBBSS Public Broadcasting Service 00..55 73 0.2 94 1111 AAzztteeccaa AAmmeerriiccaa TV Azteca 00..55 71 0.2 109 1122 IIoonn TTeelleevviissiioonn Ion Media Networks 00..55 67 0.2 108 1133 MMuunnddooFFooxx 21st Century Fox 00..33 49 0.1 71 Source: Nielsen (nielsen.com) based on Hispanic prime-time viewership from 7 p.m. to 11 p.m., Monday through Sunday (4/29/2013-5/26/2013). Strict daypart. Rating is % of Hispanic TV households; share is % of those households with TV sets in use and watching the network. P 2+ counts total Hispanic viewing per- sons in thousands tuned in to the network. Viewing estimates include 7 days of DVR. 1. Formerly TeleFutura. HispanicTVnetworkviewership TopTV networks among HispanicTV households CCAABBLLEE CCOOVVEERRAAGGEE AASS %% SSHHAARREE AASS %% OOFF RRAANNKK NNEETTWWOORRKK,, PARENT OOFF AALLLL HHIISSPPAANNIICC TTVV HHHH HHIISSPPAANNIICC CCAABBLLEE HHHH 11 GGaallaavviissiióónn Broadcasting Media Partners (Univision) 7733..99 87.6 22 MMuunn22 Comcast Corp. (NBC Universal’s Telemundo) 5544..55 64.6 33 TTrr33ss Viacom’s MTV 5500..11 59.4 44 FFooxx DDeeppoorrtteess 21st Century Fox 4499..00 58.2 55 EESSPPNN DDeeppoorrtteess Walt Disney Co. 4400..00 47.4 66 DDiissccoovveerryy eenn EEssppaaññooll Discovery Communications 2299..88 35.4 77 DDiissccoovveerryy FFaammiilliiaa Discovery Communications 2277..88 33.1 88 UUttiilliissiimmaa 21st Century Fox 2266..99 32.0 99 NNaattiioonnaall GGeeooggrraapphhiicc MMuunnddoo 21st Century Fox 2233..77 28.2 1100 GGooll TTVV Gol TV 1199..55 23.1 Source: Nielsen May 2013 (nielsen.com). This table ranks the networks by penetration. There are 11.19 million Hispanic cable households out of 14.10 million Hispanic TV households (versus 11.83 million Hispanic cable households out of 13.96 Hispanic TV households in 2012). Networks are those with coverage of 20% or more. These are monthly averages of homes able to receive cable. Spanish-languagecablenetworks By cableTV coverage as a percent of all HispanicTV households hfp2013 v48.qxp 7/11/2013 12:53 PM Page 25
  21. 21. Visit us online: impremedia.net HISPANIC FACT PACK 2013 TopradiostationsamongHispanics Among all formats by fall 2012 weekly cume persons WEEKLY CUME AVERAGE TIME SPENT RANK STATION, MARKET FORMAT OWNER 1 PERSONS 2 LISTENERS 3 LISTENING 4 1 KIIS-FM Los Angeles Pop contemporary hit radio CCC 1,949,400 27,900 1:45 2 WSKQ-FM New York Spanish tropical SBS 1,835,500 57,200 3:45 3 KLVE-FM Los Angeles Spanish contemporary Uni 1,703,600 33,700 2:30 4 WXNY-FM New York Spanish contemporary Uni 1,646,900 48,500 3:30 5 KAMP-FM Los Angeles Pop contemporary hit radio CBS 1,521,100 17,500 1:30 6 KPWR-FM Los Angeles Rhythmic contemporary hit radio Emmis 1,510,600 22,300 1:45 7 KSCA-FM Los Angeles Mexican regional Uni 1,500,200 32,300 2:45 8 WKTU-FM New York Hot adult contemporary CCC 1,424,500 17,900 1:30 9 KBIG-FM Los Angeles Hot adult contemporary CCC 1,414,000 15,400 1:15 10 KOST-FM Los Angeles Adult contemporary CCC 1,377,300 19,400 1:45 Source: Arbitron (arbitron.com), 2013. 1. CCC = Clear Channel Communications; SBS = Spanish Broadcasting System; Uni = Univision Communications; CBS = CBS Radio; Emmis = Emmis Communications. 2. Stations ranked by weekly cume persons, or the number of unique consumers per week. 3. Average number of listeners per quarter-hour. 4. Weekly time spent listening in hours and minutes. hfp2013 v48.qxp 7/11/2013 12:53 PM Page 26
  22. 22. HISPANIC FACT PACK 2013 AD REVENUE (IN MILLIONS) AD PAGES RANK MAGAZINE, PARENT 2012 2011 % CHG 2012 2011 % CHG 1 People en Español Time Warner $83.4 $69.4 20.3 1,098.58 967.73 13.5 2 Latina Latina Media Ventures 32.6 32.6 -0.02 669.61 680.25 -1.6 3 Vanidades Televisa Publishing 23.0 16.3 40.7 562.17 526.31 6.8 4 Ser Padres Meredith Corp. 22.4 18.9 18.6 214.26 228.88 -6.4 5 Siempre Mujer Meredith Corp. 19.2 18.1 6.2 285.10 307.76 -7.4 6 TV y Novelas Televisa Publishing 19.0 17.6 8.1 509.18 558.97 -8.9 7 Cosmopolitan for Latinas Hearst Corp. 7.4 NA NA 119.32 NA NA 8 Cosmopolitan en Español Televisa Publishing 6.3 4.6 36.7 334.52 401.60 -16.7 9 TV Notas Maya Publishing Group 6.0 7.1 -16.3 676.22 815.10 -17.0 10 Poder Hispanic Televisa Publishing 5.0 4.0 24.6 137.00 131.65 4.1 Source: Measured magazine ad spending from HispanicMagazineMonitor, a service of Media Economics Group. Figures exclude internet advertising and circulation revenue. LargestHispanicmagazines By gross advertising revenue hfp2013 v48.qxp 7/11/2013 1:58 PM Page 27
  23. 23. HISPANIC FACT PACK 2013 ADVERTISING AGE28 • JULY 22, 2013 RRAANNKK MMAARRKKEETT PPOOPPUULLAATTIIOONN KKEEYY NNEEWWSSPPAAPPEERRSS PARENT CO. FREQUENCY 11 LLooss AAnnggeelleess 7,936,900 EEll AAvviissoo MMaaggaazziinnee 11 El Aviso de Ocasion weekly EEll CCllaassiiffiiccaaddoo 11 EC Hispanic Media weekly HHooyy Tribune Co. twice a week LLaa OOppiinniióónn ImpreMedia daily LLaa PPrreennssaa A.H. Belo Corp. weekly 22 NNeeww YYoorrkk 4,706,300 EEll DDiiaarriioo LLaa PPrreennssaa ImpreMedia daily EEll EEssppeecciiaalliittoo Ibarria Media Group weekly IImmppaaccttoo LLaattiinn NNeewwss Impacto Latin News weekly LLaa TTrriibbuunnaa HHiissppaannaa UUSSAA La Tribuna Hispana weekly 33 HHoouussttoonn 2,214,400 LLaa SSuubbaassttaa La Subasta weekly LLaa VVoozz ddee HHoouussttoonn Hearst Corp. weekly SSeemmaannaa NNeewwss Semana News weekly 44 MMiiaammii//FFoorrtt LLaauuddeerrddaallee,, FFllaa.. 2,118,200 DDiiaarriioo LLaass AAmméérriiccaass Diario Las Américas daily EEll NNuueevvoo HHeerraalldd McClatchy Co. daily EEll SSeennttiinneell Tribune Co. weekly 55 CChhiiccaaggoo 2,001,600 EExxttrraa BBiilliinngguuaall NNeewwssppaappeerr Tell-Cliff Corp. weekly HHooyy Tribune Co. daily LLaa RRaazzaa ImpreMedia weekly RReefflleejjooss Paddock Publications weekly 66 DDaallllaass//FFoorrtt WWoorrtthh,, TTeexxaass 1,878,900 AAll DDííaa A.H. Belo Corp. twice a week EEll HHiissppaannoo NNeewwss El Hispano News weekly LLaa EEssttrreellllaa EEnn CCaassaa McClatchy Co. weekly LLaa SSuubbaassttaa La Subasta weekly 77 SSaann FFrraanncciissccoo 1,644,900 EEll MMeennssaajjeerroo ImpreMedia weekly EEll OObbsseerrvvaaddoorr ((SSaann JJoossee)) El Observador Pubs. weekly LLaa OOffeerrttaa ((SSaann JJoossee)) La Oferta weekly 88 PPhhooeenniixx 1,380,200 LLaa VVoozz Gannett Co. weekly PPrreennssaa HHiissppaannaa Prensa Hispana weekly TTVV yy MMááss 11 Gannett Co. weekly 99 SSaann AAnnttoonniioo 1,377,900 CCoonneexxiióónn San Antonio Express News weekly LLaa PPrreennssaa La Prensa twice a week 1100 MMccAAlllleenn--BBrroowwnnssvviillllee,, TTeexxaass 1,160,000 EEll NNoorrttee Editorial El Sol S.A. de C.V. daily EEll NNuueevvoo HHeerraallddoo AIM Media Texas daily EEll PPeerriióóddiiccoo UUSSAA Spanish Print Media weekly Source: Guidance on key publications from Latino Print Network. Largest Hispanic markets from Ipsos, U.S. Census Bureau. Population data are 2012 estimates. Two of the nation’s largest Hispanic newspapers serve the El Paso, Texas; Juarez, Mexico market. They are El Diario and El Norte. 1. These publications are newsprint magazines. KeyHispanicnewspapers In the 10 largest U.S. Hispanic markets hfp2013 v48.qxp 7/11/2013 1:50 PM Page 28
  24. 24. THE MOST TRUSTED VOICE IN HISPANIC CULTURE #1 magazine for reaching Hispanic consumers— 6.9 million total audience #1 celebrity content site for Hispanics— 718,000 unique visitors, highest traffic ever #1 for exclusive red carpet and premium franchise events EXPERIENCE THE PRIDE AND PASSION. CONTACT MONIQUE MANSO, PUBLISHER, AT 212.522.0911 OR MONIQUE_MANSO@TIMEINC.COM. PeopleEnEspanol.com MRI Spring 2013, comScore Media Metrix, May 2013 HISPANIC FACT PACK 2013 RRAANNKK PPRROOPPEERRTTYY UUNNIIQQUUEE VVIISSIITTOORRSS IINN TTHHOOUUSSAANNDDSS PPEERRCCEENNTT RREEAACCHH 11 FFaacceebbooookk 1188,,771133 64.1 22 LLiinnkkeeddIInn 44,,994444 16.9 33 TTwwiitttteerr 44,,336666 15.0 44 TTuummbbllrr 33,,774455 12.8 55 PPiinntteerreesstt 22,,330088 7.9 66 YYaahhoooo PPrrooffiillee 11,,448800 5.1 77 MMyyssppaaccee 11,,447733 5.1 88 DDeevviiaannttAArrtt 992288 3.2 99 GGooooddrreeaaddss 881199 2.8 1100 QQuuiizzlleett 779900 2.7 SSoocciiaall MMeeddiiaa -- SSoocciiaall NNeettwwoorrkkiinngg 2222,,774433 77.9 TToottaall IInntteerrnneett:: HHiissppaanniicc AAllll 2299,,117777 100.0 Socialnetworking Largest sites among Hispanics by reach Source: ComScore (comscore.com), May 2013. Percent reach here is the percent of all Hispanic internet users (29.2 million). hfp2013 v48.qxp 7/11/2013 1:58 PM Page 29
  25. 25. HISPANIC FACT PACK 2013 ADVERTISING AGE30 • JULY 22, 2013 AAMMOONNGG AALLLL HHIISSPPAANNIICCSS UUNNIIQQUUEE VVIISSIITTOORRSS PPEERRCCEENNTT HHIISSPPAANNIICC CCOOMMPPOOSSIITTOONN RRAANNKK PPRROOPPEERRTTYY IINN TTHHOOUUSSAANNDDSS RREEAACCHH 22 PPEERRCCEENNTT IINNDDEEXX 11 TTeerrrraa -- TTeelleeffóónniiccaa 22,,447711 8.5% 25.0% 188 22 UUnniivviissiioonn DDiiggiittaall NNeettwwoorrkk 22,,334488 8.0 78.0 596 33 YYaahhoooo eenn EEssppaaññooll 11,,662277 5.6 90.0 686 44 MMSSNN LLaattiinnoo [[iinncclluuddeess TTeelleemmuunnddoo]] 11,,334455 4.6 78.0 598 55 PPrriissaa 776666 2.6 81.0 619 66 MMuussiiccaa 667799 2.3 79.0 609 77 BBaattaannggaa 554455 1.9 57.0 435 88 MMaammaassLLaattiinnaass 554433 1.9 45.0 346 99 GGrruuppoo TTeelleevviissaa 444499 1.5 86.0 657 1100 PPeeooppllee eenn EEssppaaññooll 335555 1.2 50.0 380 TToottaall iinntteerrnneett:: HHiissppaanniiccss 2299,,117777 100.0 13.0 100 AAMMOONNGG UUSSEERRSS WWHHOO SSPPEEAAKK PPRRIIMMAARRIILLYY SSPPAANNIISSHH UUNNIIQQUUEE VVIISSIITTOORRSS PPEERRCCEENNTT HHIISSPPAANNIICC CCOOMMPPOOSSIITTOONN RRAANNKK PPRROOPPEERRTTYY IINN TTHHOOUUSSAANNDDSS RREEAACCHH 33 PPEERRCCEENNTT IINNDDEEXX 11 UUnniivviissiioonn DDiiggiittaall NNeettwwoorrkk 11,,557733 19.2% 52.1% 1,426 22 YYaahhoooo eenn EEssppaaññooll 11,,331199 16.1 72.6 1,986 33 TTeerrrraa -- TTeelleeffóónniiccaa 11,,221100 14.8 12.0 329 44 MMSSNN LLaattiinnoo [[iinncclluuddeess TTeelleemmuunnddoo]] 997733 11.9 56.4 1,542 55 PPrriissaa 558844 7.1 61.6 1,685 66 MMuussiiccaa 447755 5.8 55.6 1,520 77 MMaammaassLLaattiinnaass 440022 4.9 33.4 913 88 BBaattaannggaa 337755 4.6 39.1 1,070 99 GGrruuppoo TTeelleevviissaa 331166 3.9 60.3 1,649 1100 PPeeooppllee eenn EEssppaaññooll 226655 3.2 37.0 1,012 TToottaall iinntteerrnneett:: HHiissppaanniiccss pprriimmaarriillyy ssppeeaakkiinngg SSppaanniisshh 88,,117755 100.0 3.7 100 Source: ComScore (comscore.com), May 2013. 1. Hispanic Ad Focus category measures the entire U.S. audience at sites and other ad-supporting entities oriented toward the U.S. Hispanic audience. 2. Percent reach here is the percent of all Hispanic internet users (29.2 million). Read Hispanic Composition as 90% of Yahoo en Español's audience is Hispanic. 3. Percent reach here is the percent of all Hispanic internet users who speak primarily Spanish (8.2 million). LargestHispanicwebsites From ComScore’s Hispanic Ad Focus 1 category hfp2013 v48.qxp 7/11/2013 12:54 PM Page 30
  26. 26. HISPANIC FACT PACK 2013 PERCENT PERCENT PERCENT OF PEOPLE WHO AGREE HISPANIC NON-HISPANIC ALL I am more likely to purchase products I see advertised 9.3% 6.9% 7.2% on a social sharing/networking website. I am more likely to purchase products I see used 15.6 17.8 17.5 or recommended by friends on social sharing/networking websites. I like to follow my favorite brands 23.7 19.6 20.2 or companies on social sharing/networking websites. Social sharing/networking websites are a way for me 21.5 21.3 21.3 to tell people about companies and products that I like. I sometimes post ratings or reviews online for other consumers to read. 16.4 16.9 16.9 I pay attention to ratings and reviews posted online by other consumers. 26.1 29.9 29.3 I often click on links or items posted by other people 26.0 29.0 28.6 on social sharing/networking websites. Source: Experian Marketing Services (experian.com/simmons). Data based on Simmons National Hispanic Consumer Study, Winter 2013 for the dates of Jan. 30, 2012, through March 13, 2013. Base: Social-media users. Attitudestowardsocialmedia Site users who agree with the following statements hfp2013 v48.qxp 7/11/2013 1:58 PM Page 31
  27. 27. HISPANIC FACT PACK 2013 ADVERTISING AGE32 • JULY 22, 2013 SSMMAARRTTPPHHOONNEESS RRAANNKK PPLLAATTFFOORRMM SSHHAARREE AAUUDDIIEENNCCEE 11 GGooooggllee (Android) 5555..99%% 13,833 22 AAppppllee 3333..55 8,305 33 BBllaacckkBBeerrrryy 66..55 1,601 44 MMiiccrroossoofftt (Windows) 33..22 803 55 SSyymmbbiiaann 00..77 170 66 HHPP 00..22 42 TToottaall 110000..00 24,754 TTAABBLLEETTSS RRAANNKK PPLLAATTFFOORRMM SSHHAARREE AAUUDDIIEENNCCEE 11 GGooooggllee (Android) 4499..22%% 5,290 22 AAppppllee 4488..88 5,250 33 HHPP 22..55 274 44 BBllaacckkBBeerrrryy 22..44 261 55 MMiiccrroossoofftt (Windows) 11..99 201 TToottaall 110000..00 10,755 MobileplatformshareamongHispanics Smartphone and tablet ownership LeadingHispanicAdFocusAdNetworks By unique visitors Source: ComScore (comscore.com). Share based on three-month averages ended April 2013. Audience is in thousands. UUNNIIQQUUEE VVIISSIITTOORRSS PPEERRCCEENNTT HHIISSPPAANNIICC CCOOMMPPOOSSIITTOONN RRAANNKK AADD NNEETTWWOORRKK IINN TTHHOOUUSSAANNDDSS RREEAACCHH 11 PPEERRCCEENNTT IINNDDEEXX 11 BBaattaannggaa NNeettwwoorrkk 1188,,335533 8.2% 27.8% 213 22 HHOOTTWWoorrddss//WWeebbZZooddeess 22,,886666 1.3 75.5 579 33 EExxppoonneennttiiaall -- TTrriibbaall FFuussiioonn HHiissppaanniicc 662222 0.3 60.8 466 44 CCoolllleeccttiivvee DDiissppllaayy HHiissppaanniicc 336677 0.2 72.4 555 Source: ComScore (comscore.com), May 2013. To be included in Hispanic Ad Focus, entities must have at least 20% of their page views consumed by Hispanic audiences. 1. Percent reach here is the percent of all internet users (223.7 million). LeadingHispaniccustomwebentities By unique visitors UUNNIIQQUUEE VVIISSIITTOORRSS PPEERRCCEENNTT HHIISSPPAANNIICC CCOOMMPPOOSSIITTOONN RRAANNKK CCUUSSTTOOMM EENNTTIITTYY 22 IINN TTHHOOUUSSAANNDDSS RREEAACCHH 11 PPEERRCCEENNTT IINNDDEEXX 11 PPuullppoo MMeeddiiaa 111133,,557744 50.8% 15.8% 121 22 BBaattaannggaa MMeeddiiaa 5577,,552288 25.7 20.9 160 33 TTeelleemmuunnddoo NNeettwwoorrkk 88,,449988 3.8 29.6 227 44 UUnniivviissiioonn EExxtteennddeedd NNeettwwoorrkk 77,,444422 3.3 33.2 255 Source: ComScore (comscore.com), May 2013. 1. Percent reach here is the percent of all internet users (223.7 million). 2. Some ComScore clients may want to make available additional combinations of URLs, called custom entities. These are used to demonstrate “true” reach of syndicated content, among other things. hfp2013 v48.qxp 7/11/2013 12:55 PM Page 32
  28. 28. HISPANIC FACT PACK 2013 UNIQUE VISITORS PERCENT HISPANIC COMPOSITON RANK PROPERTY IN THOUSANDS REACH PERCENT INDEX 1 Google sites 25,226 86.5% 13.0% 100 2 Yahoo sites 23,153 79.4 12.0 92 3 Microsoft sites 22,876 78.4 13.1 100 4 Facebook 18,900 64.8 13.1 100 5 Glam Media 12,053 41.3 11.8 90 6 AOL 11,631 39.9 9.8 75 7 Amazon sites 11,218 38.4 10.4 79 8 Apple 10,332 35.4 13.7 105 9 Wikimedia Foundation sites 9,592 32.9 10.9 84 10 Viacom Digital 9,376 32.1 12.9 99 Total internet: Hispanics 29,177 100.0 13.0 100 Source: ComScore (comscore.com), May 2013. Percent reach is the percent of all Hispanic internet users (29.2 million). Hispanic Composition Index for unique visitors is a measure of the extent to which visitors to a website, category, channel or application—either in total or defined according to a demographic category—are over- or under-represented compared to the corresponding percent in the universe. Index of 100 indicates average representation. LargestwebpropertiesamongHispanics Among all users on all sites hfp2013 v48.qxp 7/11/2013 1:58 PM Page 33
  29. 29. HISPANIC FACT PACK 2013 ADVERTISING AGE34 • JULY 22, 2013 FastfactsontheU.S.Hispanicpopulation Including discretionary spending, daily activities and purchase intent U.S. POPULATION POPULATION (IN MILLIONS) PERCENT OF TOTAL 2012 2010 CHANGE % CHG 2012 2010 Hispanic or Latino 53.0 50.5 2.6 5.1 16.9% 16.3% Not Hispanic 260.9 258.3 2.6 1.0 83.1 83.7 Total U.S. population 313.9 308.7 5.2 1.7 100.0 100.0 Source: Census Bureau. 2012 = estimate for July 1, 2012. 2010 = 2010 Census (April 1, 2010). Numbers rounded. More info: census.gov. HISPANIC SHARE OF 2012 U.S. POPULATION BY AGE U.S. HISPANIC HISPANICS AGE GROUP POPULATION AS PERCENT OF U.S. AS PERCENT OF AGE (IN MILLIONS) POPULATION HISPANIC POPULATION Under 5 5.2 25.8% 9.7% 5 - 9 5.0 24.5 9.5 10 - 14 4.7 22.7 8.9 15 - 19 4.6 21.4 8.6 20 - 24 4.6 20.3 8.6 25 - 29 4.4 20.4 8.2 30 - 34 4.3 20.6 8.1 35 - 44 7.6 18.9 14.4 45 - 54 5.9 13.3 11.1 55 - 64 3.6 9.4 6.9 65 - 74 1.9 7.8 3.5 75 - 84 0.9 7.1 1.8 85 + 0.3 5.6 0.6 Total 53.0 16.9 100.0 Median age for Hispanic population 27.8 Median age for total U.S. population 37.4 Source: Ad Age DataCenter analysis of data from Census Bureau. 2012 = estimate for July 1, 2012. Numbers rounded. More info: census.gov. hfp2013 v48.qxp 7/11/2013 12:55 PM Page 34
  30. 30. HISPANIC FACT PACK 2013 HHIISSPPAANNIICC HHIISSPPAANNIICC TTOOTTAALL UU..SS.. NNOONN--HHIISSPPAANNIICC RREEGGIIOONN//DDMMAA SSPPEENNDDIINNGG PPEERRCCEENNTT SSPPEENNDDIINNGG SSPPEENNDDIINNGG SSoouutthh $$6666..8888 1100..44%% $$664444..1111 $$557777..2233 WWeesstt 5533..9988 1133..66 339955..7788 334411..8800 MMiiddwweesstt 2200..4444 55..44 337766..6699 335566..2266 NNoorrtthheeaasstt 2200..0077 55..88 334455..9966 332255..9900 LLooss AAnnggeelleess $$2244..1133 2244..44%% $$9999..0055 $$7744..9911 NNeeww YYoorrkk 1155..7788 1122..00 113311..3399 111155..6600 MMiiaammii 1133..1155 4400..99 3322..1188 1199..0033 CChhiiccaaggoo 99..3344 1155..33 6611..1111 5511..7777 SSaann AAnnttoonniioo 88..6611 4455..77 1188..8866 1100..2255 TToottaall $$116611..3366 99..22%% $$11,,776622..5544 $$11,,660011..1188 Source: Experian Marketing Services (experian.com/simmons). Data based on Simmons National Hispanic Consumer Study, Winter 2013 for the dates of Jan. 30, 2012, through March 13, 2013. Dollars in billions. Tables show amount and proportion of nation's total discretionary spending contributed by Hispanics and their households by region and market, 2013. Discretionary purchases include household spending on items such as tobacco, alcohol, education, reading, personal care, apparel, dining out, donations, household furniture and numerous forms of entertainment. Discretionaryspendingin2013 By region and designated market area hfp2013 v48.qxp 7/11/2013 12:55 PM Page 35
  31. 31. connect with your audience americas.orangeadvertisingnetwork.com | phone: 1.786.497.6614 Orange Advertising is a leading media company with an exclusive portfolio of premium Hispanic publishers, reaching over 30 million unique users per month. We bring creative, impactful and effective digital solutions on our Online, Mobile and Video platforms. Conéctate! We speak Latino. HISPANIC FACT PACK 2013 HowonlineHispanicsconsumemedia Average time in an average day spent on media-related activities ACTIVITY HOURS Watching TV 3.54 Using internet on home computer 3.50 Listening to music online 2.22 Watching videos online 1.92 Reading e-books 1.87 Playing computer video games 1.84 Using internet on tablet 1.72 Using internet on cellphone 1.72 Listening to radio 1.70 Playing console video games 1.70 ACTIVITY HOURS Listening to MP3 1.67 Playing portable video games 1.67 Playing video games on tablet 1.60 Using IM 1.32 Talking on cellphone 1.24 Emailing 1.18 Texting on cellphone 1.17 Playing video games on cellphone 1.16 Reading newspapers 0.88 Reading magazines 0.75 Source: Experian Marketing Services (experian.com/simmons). Data based on Fall 2012 Simmons New Media Study. Base: 1+ hour online in the last 7 days, other than email. hfp2013 v48.qxp 7/11/2013 1:58 PM Page 36
  32. 32. HISPANIC FACT PACK 2013 PERCENT WHO PLAN TO PURCHASE USING A . . . PERSONAL COMPUTER TABLET CELLPHONE CATEGORY HISPANIC ALL ADULTS HISPANIC ALL ADULTS HISPANIC ALL ADULTS Apparel, accessories 53.6% 58.2% 42.6% 42.1% 37.4% 26.9% Electronics 51.1 47.5 53.3 45.1 36.3 20.3 Food 18.9 18.7 41.3 33.8 15.2 12.5 Stocks, bonds, mutual funds 17.2 13.7 36.5 27.7 11.9 7.3 Tickets to movies, events 36.6 40.0 41.7 37.5 22.5 18.0 Toys, games 25.6 25.7 48.4 46.5 14.9 11.5 Travel services, reservations 42.4 47.6 50.1 46.9 16.5 14.5 Auction items 25.9 22.1 42.1 39.7 17.4 10.4 Books 31.3 34.4 32.0 35.7 17.7 14.0 Music 32.9 30.2 36.1 33.6 20.7 15.6 Source: Experian Marketing Services (experian.com/simmons). Data based on Fall 2012 Simmons New Media Study. Base: 1+ hour online in the last 7 days, and ownership of device. Purchasesviadevicebycategory Plans to purchase on a PC, tablet or cellphone hfp2013 v48.qxp 7/11/2013 1:58 PM Page 37
  33. 33. HISPANIC FACT PACK 2013 ADVERTISING AGE38 • JULY 22, 2013 Dollars are in thousands. *Figures are Ad Age estimates. A check mark denotes agency reported minority-ownership certification by city, state or organization. Data are from Ad Age’s 69th annual Agency Report (April 29, 2013). 1. Agencies are ranked by 100% of U.S. revenue unless Hispanic activities are less than 75% of revenue, in which case they are ranked at that percent of revenue. RANK AGENCY, PARENT OR AFFILIATION HEADQUARTERS KEY EXECUTIVES, TITLE 2012 REVENUE 1 % CHG 1 GlobalHue* ✓ Southfield, Mich. Donald A. Coleman, chmn & CEO $32,921 -3.1 2 Bravo Group* WPP (Y&R) Miami Eddie Gonzalez, CEO 32,000 1.6 Eric Hoyt, pres & COO 3 LatinWorks* ✓ Omnicom Austin, Texas Manny Flores, CEO & mg ptnr 29,655 25.7 Alejandro Ruelas, CMO & mg ptnr 4 Lopez Negrete Communications ✓ Houston Alex Lopez Negrete, pres & CEO 29,017 2.7 5 Conill* Publicis (Saatchi) Torrance, Calif. Cynthia McFarlane, CEO & chairperson 26,663 14.6 Carlos Martinez, pres 6 Alma* Omnicom (DDB) Miami Luis Miguel Messianu, 19,929 16.0 pres & chief creative officer 7 Global Advertising Strategies New York Givi Topchishvili, founder & CEO 19,400 14.8 8 Zubi Advertising Services ✓ Coral Gables, Fla. Joe Zubizarreta, COO 19,000 0.5 9 Dieste* Omnicom Dallas Tony Dieste, chmn & co-founder 18,700 0.0 Greg Knipp, CEO 10 De la Cruz Group ✓ Guaynabo, P.R. Rene de la Cruz, chmn & CEO 18,507 11.5 11 Grupo Gallegos ✓ Huntington Beach, Calif. John Gallegos, CEO 16,500 6.5 12 La Comunidad ✓ Miami Jose Molla/Joaquin Molla, 15,800 11.3 co-founders & co-chief creative officers 13 GlobalWorks Group New York Yuri Radzievsky, chmn & CEO 15,350 4.1 14 Wing* WPP (Grey Group) New York Alain Groenendaal, pres & CEO 14,942 5.6 Andrew Speyer, VP & mg dir 15 Vidal Partnership* ✓ New York Manny Vidal, pres & CEO 13,140 -14.1 16 Casanova Pendrill* Interpublic (McCann) Costa Mesa, Calif. Ingrid Otero-Smart, pres & CEO 13,000 11.8 50largestU.S.Hispanicagencies By U.S. revenue in 2012. Dollars in thousands hfp2013 v48.qxp 7/11/2013 1:51 PM Page 38
  34. 34. HISPANIC FACT PACK 2013 17 MGSCOMM Miami Manuel E. Machado, co-chmn & CEO $12,559 40.0 18 Lapiz USA* Publicis (Leo Burnett) Chicago Dolores Kunda, pres & CEO 11,000 -8.3 Pablo Miro, sr VP & head-acct mgmt Enrique Marquez, sr VP & dir-strategy 19 Republica ✓ Miami Jorge A. Plasencia, chmn & CEO 10,700 30.5 20 Bromley Communications* ✓ Publicis San Antonio Ernest Bromley, chmn & CEO 10,514 0.0 21 Velocidad* [Integer Group] Omnicom (TBWA) Lakewood, Colo. Mike Sweeney, CEO - Integer Group 10,465 0.0 22 Acento Advertising ✓ Santa Monica, Calif. Roberto Orci, pres & CEO 10,162 -5.8 23 Images USA ✓ Atlanta Robert L. McNeil, pres & CEO 9,000 12.5 24 DraftFCB* Interpublic New York Carter Murray, incoming CEO 8,861 -15.9 Howard Draft, exec chmn 25 Castells & Asociados Los Angeles Liz Castells-Heard, pres & CEO 8,108 -16.7 26 D Exposito & Partners ✓ New York Daisy Exposito-Ulla, chmn & CEO 7,451 5.5 27 Interlex Communications San Antonio Rudy Ruiz, pres & CEO 7,347 6.8 RANK AGENCY, PARENT OR AFFILIATION HEADQUARTERS KEY EXECUTIVES, TITLE 2012 REVENUE 1 % CHG hfp2013 v48.qxp 7/11/2013 1:59 PM Page 39
  35. 35. HISPANIC FACT PACK 2013 ADVERTISING AGE40 • JULY 22, 2013 Dollars are in thousands. *Figures are Ad Age estimates. A check mark denotes agency reported minority-ownership certification by city, state or organization. Data are from Ad Age’s 69th annual Agency Report (April 29, 2013). 1. Agencies are ranked by 100% of U.S. revenue unless Hispanic activities are less than 75% of revenue, in which case they are ranked at that percent of revenue. 2. Accentmarketing at mid-year 2013 was in process of closing its Coral Gables, Fla., headquarters. The agency continues to operate a small office in West Hollywood, Calif. Accentmarketing now reports through Axis Agency, Interpublic’s multicultural-marketing agency. 28 Accentmarketing* 2 ✓ Interpublic West Hollywood, Calif. See note 2 $7,232 -16.9 29 PM Publicidad ✓ Atlanta Eduardo Perez, pres 7,000 32.1 30 Orci Santa Monica, Calif. Andrew Orci, pres & CEO 6,700 39.6 31 San Jose Group ✓ Chicago George L. San Jose, 6,673 -8.0 pres & chief creative officer 32 Lopito Ileana & Howie ✓ Guaynabo, P.R. Carlos J. Rodriguez, pres 6,522 8.5 33 Moxie* Publicis (ZenithOptimedia) Atlanta Suzy Deering, pres 6,200 4.4 34 Richards/Lerma Richards Group Dallas Stan Richards, principal & creative dir 6,100 10.9 Pete Lerma, principal 35 VRTC Houston Octavio Orozco, VP & genl mgr 5,921 105.8 36 Moroch Partners ✓ Dallas Tom Moroch, co-founder & chmn 5,809 32.0 Pat Kempf, CEO & co-founder Rob Boswell, pres & COO 37 Marca Hispanic ✓ Marc USA Coconut Grove, Fla. Tony Nieves, pres 5,672 20.0 38 AlPunto Advertising* ✓ Tustin, Calif. Eduardo Bottger, pres & exec creative dir 5,192 3.8 39 Hispanic Group Miami Jose Luis Valderrama, pres 5,031 9.2 40 Latin3 ✓ Fort Lauderdale, Fla. Matias Perel, founder & CEO 5,000 0.0 41 LatinSphere Advertising* Long Beach, Calif. Karla Lucia, CEO & mg ptnr 4,955 5.0 42 CreativeOnDemand* Coconut Grove, Fla. Daniel Marrero, ptnr 4,271 4.0 43 Mass Hispanic Marketing Doral, Fla. Maria Madruga, 4,152 -5.1 pres, co-founder & chief creative dir 44 VoxProfero Profero New York Roberto Ramos, 4,000 -9.4 head-brand solutions & pres 45 Walton Isaacson ✓ Culver City, Calif./Chicago Cory Isaacson/Aaron Walton, ptnrs 3,820 NA 46 LatinMedios.com Aventura, Fla. Joel Bary, CEO 3,723 12.0 47 Riester Phoenix Mirja Riester, chief strategic officer 3,478 NA Tim Riester, CEO 48 Catapult* Alliance Data Systems Westport, Conn. Paul Kramer, CEO 3,400 NA Joe Robinson, pres 49 Olson Minneapolis John Partilla, CEO 3,000 12.1 50 VSBrooks Advertising* Coral Gables, Fla. Vivian Santos/Diana Brooks, mg ptnrs 2,671 16.1 RANK AGENCY, PARENT OR AFFILIATION HEADQUARTERS KEY EXECUTIVES, TITLE 2012 REVENUE 1 % CHG hfp2013 v48.qxp 7/11/2013 1:53 PM Page 40
  36. 36. HISPANIC FACT PACK 2013 Five U.S. Hispanic agencies won eight Lions at the 2013 Cannes Lions International Festival of Creativity. Alma picked up two Silver Lions for Clorox’s “Glad Tent,” developing giant Glad trash bags in the form of tents and distributing them at SXSW to attendees who promised to live in them and then use the tents as a giant post-festival trash bag. Grupo Gallegos won Silver and Bronze Lions for a California Milk Processor Board campaign encouraging children to drink milk at bedtime. LatinWorks took Silver for an internet parental control bar, and Bronze for its long-running Cine Las Americas work for a Latin film festival. Bronze Lions went to La Comunidad for Converse shoes and Lapiz for print ads for Procter & Gamble’s Gain With Oxi. Three of those Lion winners—Alma’s “Glad Tent,” Grupo Gallegos’ milk campaign and LatinWorks’ Cine Las Americas—were also in the Five Best Ideas ranking at the second annual U.S.H. Idea Awards for the Hispanic market, along with Alma’s work for a Mexican film festi- val. The No. 1 idea was Vidal Partnership’s Powerful Yogurt that playfully promises men six- pack abs. In Ad Age honors, La Comunidad was named to Ad Age’s A-List of top 10 agencies and LatinWorks was Multicultural Agency of the Year. Conill ranked as one of the 10 standout agencies and Dieste as one of 10 agencies to watch. —LAUREL WENTZ Award-winningHispanicagencies Eight Lions at Cannes Festival; Five Best Ideas at U.S.H. Idea Awards hfp2013 v48.qxp 7/11/2013 1:59 PM Page 41
  37. 37. HISPANIC FACT PACK 2013 ADVERTISING AGE42 • JULY 22, 2013 Source: Ad Age DataCenter analysis. Dollars are in thousands for agencies with more than $3 million in estimated U.S. revenue from Hispanic media activities. Revenue figures are Ad Age estimates based on data collected for Agency Report 2013 (April 29, 2013) and additional data collected in June and July 2013. RRAANNKK AAGGEENNCCYY,, PARENT HHEEAADDQQUUAARRTTEERRSS KKEEYY EEXXEECCUUTTIIVVEESS,, TTIITTLLEE 22001122 RREEVVEENNUUEE %% CCHHGG 11 TTaappeessttrryy Publicis (SMG Multicultural) Chicago/Miami Lia Silkworth, exec VP & mg dir $$2200,,550000 1111..44 tapestrypartners.com 22 MMVV4422 Publicis (SMG Multicultural) New York Caleb Windover, sr VP & mg dir 1188,,448800 1122..00 mediavestww.com 33 MMEECC BBrraavvoo WPP (MEC) New York Gonzalo Del Fa, 1111,,332299 1199..00 mecglobal.com pres, Group M Multicultural 44 OOMMDD MMuullttiiccuullttuurraall Omnicom (OMD) Chicago/Miami Trish Chuipek, 88,,555500 1111..00 omd.com pres, OMD Multicultural 55 ZZOO MMuullttiiccuullttuurraall Publicis (ZenithOptimedia) New York Lisa Torres, pres 77,,995522 4411..00 zenithoptimedia.com 66 CCoonniillll Publicis (Saatchi) Torrance, Calif./Miami Brett Dennis, 77,,660000 77..00 conill.com chief media comms officer 77 MMiinnddsshhaarree MMuullttiiccuullttuurraall WPP (Mindshare) New York Gonzalo Del Fa, 66,,771155 88..33 mindshareworld.com pres, Group M Multicultural 88 GGlloobbaallHHuuee Independent Southfield, Mich. Meg Bernot-Rodriguez, 66,,339955 --33..11 globalhue.com mgr-media opers 99 LLaattiinnWWoorrkkss Omnicom (49%) Austin, Texas Keisha Andrews-Rangel, 44,,118855 4400..77 latinworks.com VP-media strategy Chloe King, media buying dir 1100 BBrroommlleeyy CCoommmmuunniiccaattiioonnss Publicis (49%) San Antonio Anel Hooper, buying dir 44,,005500 00..00 bromley.biz Kim Chance, dir-media plng 1111 LLooppeezz NNeeggrreettee CCoommmmuunniiccaattiioonnss Independent Houston Jim Irvine, 44,,001111 22..77 lopeznegrete.com sr dir-media strategies & channel integration 1122 ZZuubbii AAddvveerrttiissiinngg SSeerrvviicceess Independent Miami Isabella Sanchez, VP-media integration 33,,885500 1100..00 zubiad.com 1133 CCaassaannoovvaa PPeennddrriillll Interpublic (McCann) Costa Mesa, Calif. Roxane Garzon, media dir 33,,880000 --11..22 casanova.com Diana Sheehan, assoc media dir 1144 CCaarraatt MMuullttiiccuullttuurraall Dentsu (Aegis Media) New York Malena Bustelo, 33,,332200 2200..77 carat.com sr VP & grp media dir for multicultural 1155 AAcceennttoo AAddvveerrttiissiinngg Independent Santa Monica, Calif. Tony Aguilar-Arellano, 33,,226611 1100..66 acento.com ptnr & chief integration officer 1166 MMeeddiiaaCCoomm MMuullttiiccuullttuurraall WPP (MediaCom) New York Gonzalo Del Fa, 33,,110000 99..77 mediacom.com pres, Group M Multicultural LargestU.S.Hispanicmediaagencies By estimated U.S. revenue from Hispanic media activities hfp2013 v48.qxp 7/11/2013 12:56 PM Page 42
  38. 38. NO MEDIA BRAND IS MORE TRUSTED BY HISPANIC AMERICA. LET US CONNECT YOU TO OUR LOYAL AUDIENCE.

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