NEW Ad Dollars in Hispanic Magazines in 2011: Who Spent Them? Who WonThem?
New analysis of HispanicMagazineMonitor™ data for 2011 reveals that Procter and Gamble spent just over 1 out of every four (26.6%) NEW dollars invested in Hispanic magazines in 2011, while People en Español won over one-third (37.6%) of the $91.5 million spent by 364 NEW brands/campaigns in Hispanic magazines in 2011.
$91.5 million in NEW Spending in Hispanic Magazines in 2011:
In 2011, $91.5 million – or 42% of the $215.5 million total spent by advertisers in Hispanic magazines – was spending accounted for by 689 new brands/campaigns. “NEW brands/campaigns” are defined as those brands that had not previously advertised in Hispanic magazines (going back to 2001 when monitoring by HispanicMagazineMonitor™ began).
Procter & Gamble accounted for the largest share of that new spending with $24.4 million or 26.6%. By ad pages, P&G accounted for just under one-quarter (24.7%). Along with L’Oreal which spent 13.5% of all new dollars, the top two marketers – P&G and L’Oreal – accounted for 40.1% of all new ad spending in Hispanic magazines in 2011. Three food companies (Mars, Inc. Kellogg Co., and Kraft) placed among the top 10 in new spending along with just one automotive company (Nissan).
Cosmetics brands accounted for a majority of NEW spending in Hispanic magazines:
At the brand level, nine of the top 10 new brands/campaigns in Hispanic titles in 2011 were personal care category brands (cosmetics, skin, and hair products). Just one – “Nissan Versa Sedan” – was an automotive brand.
Procter & Gamble brands accounted for 6 of the top 10 new brands by spending while L’Oreal accounted for 3 of the top 10 new brands:
People en Español won more than one-third (37.6%) of all NEW brand/campaign spending in Hispanic magazines in 2011.
People en Español took a 20.1% share of all ad pages for new brand/campaigns but a much higher 37.6% of the spending share (reflecting its greater than average circulation and open rate). Latina followed in second place, with a 14.0% share of ad pages and 17.5% share of ad spending among new brands/campaigns.
Combined, the three Televisa titles in the top ten (Cosmopolitan en Español, TV y Novelas, and Vanidades) scored a 23.1% share of ad pages (even higher than People en Español’s 20.1% ad page share) but a lower 14.8% share of ad spending by the 364 new brands/campaigns in 2011.
Meredith’s two titles in the top 10 – Ser Padres and Siempre Mujer – totaled a 9.6% share of new brand/campaign ad pages, but a significantly higher 17.2% share of new brand/campaign ad spending.
Please let us know if you have any questions about the Hispanic magazine results above and/or if we can be of help in any way.
Thanks for reading.
- Carlos Pelay
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