Ad Age’s 10th-annual Hispanic Fact Pack, distributed with the July 22 issue of the magazine, shows a very different U.S. Hispanic market than the one we examined a decade ago. This year’s 44-page guide includes the latest rankings of the top 50 Hispanic advertisers, the 50 largest Hispanic agencies and all agencies with media-services revenue above $3 million. Check out data about marketers, 2012 ad spending and demographic trends as well as rankings of top properties in TV, radio, newspapers, magazines, online media and social networking. The digital edition of the Hispanic Fact Pack is available free to view at adage.com/trend-reports/ through Aug. 21, 2013, and will be available for $29 after that.
In our inaugural Hispanic Fact Pack, we reported that 2003 U.S. Hispanic media spending totaled $2.8 billion. That nearly tripled to $7.9 billion in 2012. And Hispanic internet 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 million in 2012—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, increasingly target bilingual and English-speaking millennials. 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’s English-language Cosmopolitan for Latinas will publish four issues this year.