Hispanic magazines posted a 22.4% increase in estimated ad dollars in the January – March, 2013 three month period compared to the same period in 2012 while ad pages were up by 2.0%, according to the most recent estimates from HispanicMagazineMonitor™.
Total ad spending in the first quarter totalled $49.1 million – up from $40.1 million in last year’s first quarter. Perhaps of most significance, the $49.1 million in measured ad spending represents the highest First Quarter total since measurement of Hispanic magazine ad spending began in 2002 by Media Economics Group. First quarter spending was higher than the previous first quarter peak of $44.7 million achieved in 2008 prior to the recession.
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.
Hispanic magazines posted an impressive 39.1% increase in estimated ad dollars in October
(compared to previous year) while ad pages were up by 6.5%, according to estimates from HispanicMagazineMonitor™. For the January – October period, total ad dollars are up by 26.5%, while ad pages are up by 2.0%. While the segment as a whole is recovering, the most dramatic gains in ad pages and revenue are being made by the the largest of the monthly and bi-monthly titles.
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:
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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Hispanic magazine ad spending is up 24.8% through the first four months of 2011, according to HispanicMagazineMonitor™ estimates released today by Media Economics Group. While performance is still inconsistent across the segment, many key Hispanic titles and categories have shown strong growth in ad pages and spending so far this year. Read more…
Some encouraging signs in our latest numbers for Hispanic magazines: through April of this year ad spending at Hispanic magazines is up by 7.9% on a same-titles basis.
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