In a 2010 report by the Association of Hispanic Advertising Agencies that rated the top 500 American advertisers, Kraft Foods earned the rating of “follower.” Had Kraft, which had spent 3.8 percent of its ad budget on Hispanic media in 2009, spent just 3.6 percent, it would have been rated a “laggard.”

The top rating, “best in class,” went to 40 companies — including State Farm, J. C. Penney and Levi Strauss — that spent more than 11.8 percent on the Hispanic market, which at the time corresponded to the portion of Hispanics in the population.

Read the entire article at The New York Times.


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