Media Economics Group – Blog

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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Want to dig deeper? Register here for a free 7-day guest pass to HispanicMagazineMonitor™.

We’re happy to announce our new partnership with Hispanic Market Weekly which will feature selected new Hispanic online campaigns in the weekly issue (digital and print) of Hispanic Market Weekly. 

HispanicWebMonitor debuted our new “Breaking Ads” feature earlier this year which give our subscribers access to the latest new creatives launched on the nearly 200 Hispanic-focused websites which we track.  Subscribers have access to new creatives running as recently as yesterday which they can filter by website on which they ran and download to their PC.  Subscribers have found Breaking Ads to be a valuable tool to spot new campaigns and/or new creatives for campaigns already running on Hispanic websites.

We are happy to be able to share selected Breaking Ads information with Hispanic Market Weekly readers.  If you are a subscriber of Hispanic Market Weekly, you can view the latest Breaking Ads summary here or read the latest full issue of Hispanic Market Weekly here.   Or, please click on the thumbnail in this post to view a screenshot of the latest summary report compliments of MEG’s HispanicWebMonitor and Hispanic Market Weekly.

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Thanks for reading. Want to dig deeper? Register here for a free 7-day guest pass to HispanicWebMonitor™.

The Food category has been one of the major categories leading the growth in Spanish-language campaigns so far in 2011.   An analysis of 2011 year-to-date (through August, 2011) campaign activity on more than 200 Hispanic websites tracked by HispanicWebMonitor™ showed that – while the Telecom category ranked first by total number of active campaigns – the Food category ranked second overall and posted a 35.5% increase in number of campaigns from the same period in 2010.

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Media Economics Group’s HispanicWebMonitor™ online competitive service has recently reported on 593 new campaigns launched on Hispanic websites during the month of July.

New online campaigns were launched by brands and companies such as Bagel Bites, Capri Sun, Dan-o-nino, Farmers Insurance, McDonald’s, Nissan, Pine-Sol, Universal Pictures…. and many more.
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.Sample creative from Kellogg’s “Mini Wheats” online campaign.

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Several months ago we launched a new “Breaking Ads” feature in our online client reporting system which allows our clients to see newly captured creatives and where they are running as recently as yesterday.

Read more…

Hispanic magazine ad spending is up 29.8% through the first half of 2011 (same titles basis), according to HispanicMagazineMonitor™ estimates released this week by Media Economics Group.

Read more…