Overall, Hispanic magazines are enjoying a return to solid growth in ad pages and dollars – particularly for the largest titles. For the category as a whole, total ad dollars
are up by 23.8%, while ad pages are basically flat at +0.6%.
Most of the major titles have enjoyed growth in both ad pages and dollars. For example, ad dollars are up by 39.9% at People en Español, +12.6% at Latina, +26.1% at TV y Novelas, +50.4% at Siempre Mujer, and +26.1% at Vanidades. Ad pages are also up +34.1% at People en Español, +10.3% at Latina, +46.9% at Cosmo en Español, and +29.9% at Siempre Mujer.
Other magazines having a good year include: Televisa’s Poder Hispanic (a merger of Poder Enterprise and Hispanic Magazine where ad pages are up by 40.2%), and Impremedia’s redesigned Vista magazine (+26.2% ad pages YTD).
Total Ad page growth for the Hispanic magazine category however has been dampened by cuts in frequency between 2010 and 2011 by titles like TV y Novelas (18x/yr to 12x/yr), TV Notas (51x/yr to 26x/yr), and Vanidades (18x/yr to 12x/yr). However, while those titles have cut frequency, they have managed to increase rate base significantly and raise rates, resulting in the ad revenue gains noted above.
The Personal Care Products category remains by far the largest category accounting for more than a one-third (36.8%) share of all dollars and a 28.6% share of all ad pages in the Hispanic segment during the first three-quarters of this year. Spending in the Personal Care Category has grown by 29.4% year-over-year, led by spending increases in Haircare (+41.4%) and Cosmetics (31.4%). Procter & Gamble (45.9% share) and L’Oreal (27.9%) lead the category in ad spending with Estee Lauder a distant third (4.5%).
Please see the slideshow below for rankings of top 10 Advertisers, Brands/Campaigns, Categories, and Magazines:
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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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Market Weekly’s newsletter and website, “Breaking Ads” highlights several new Hispanic online campaigns from the hundreds of new creatives and campaigns captured by the HispanicWebMonitor™ competitive intelligence service.
