Spanish-Language Ad Spending Remains Solid

Total ad spending in Spanish-Language media for the first half of the year reached $2.88 billion, a 2.3% increase over the same time period last year, Nielsen Monitor-Plus said Tuesday.

Spanish-language ad spending continues to be on an upswing with increases reported for all monitored media, with the exception of local newspapers. 

Spanish-language cable TV and national magazine showed particularly large gains due to increases in media measurement.

Overall, Spanish-language media was $2.88 billion, in the first half of 2007, compared with $2.81 billion the same period in 2006.

Spanish-language cable TV was up 75.3%, to $104.3 million, in the first half. The 2007 figure includes Fox Sports en Espanol, which was added Jan. 1. When that network is excluded, Spanish-language cable is only up 29.1%.

Spanish-language national magazines were up 14.3%, to $72.7 million from $63.5 million.

“The past couple of years have seen increased growth in ad spend for Spanish-language media, with automotive ranking as the top product category and Univision Communications Inc., the top advertiser for this time period,” Brian Lane, Nielsen Monitor-Plus’s senior vice president of client strategy and product management, said in a prepared statement.

With $105.8 million, Broadcast Media Partners, Univision’s parent, is the largest advertiser across all Spanish-language media. However, non Spanish-language media companies comprise the remainder of the Top 10 advertisers for the first half. 

Three automakers are in the top 10, representing a total spending of $146.4 million targeted toward Spanish-language media in the first half of this year.