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					                                             association of hispanic advertising agencies


                                             hispanic marketing
           2010                              investment trends

      An analysis of the top 500 US advertisers, corresponding
      categories and tier rankings based on level of
      hispanic allocation in 2009: the Best-In-Class, Leaders,
                                                                                    Followers, Laggards and
                                                                                    Don’t-Get-Its of last year.

      INTRODUCTION
      Despite the recession and near double-digit cuts in overall advertising          AHAA’s Hispanic Marketing Investment Trends Report analyzes
      spending, many of the top 500 national advertisers stemmed projected             company and category variation in allocation and assigns the top 500
      profit losses for 2009 by shifting media dollars to target the Hispanic           advertisers in the country to one of five spending tiers: Best-in-Class;
      market. Ad spending in the general market dropped by 9.5 percent last            Leader; Follower; Laggard; or Don’t-Get-It. In 2009, companies in
      year while Hispanic spending declined by just 4.4 percent; however,              the Best-In-Class tier increased their aggregate Hispanic spending
      savvy marketers allocated a higher proportion of ad resources to tap             an impressive 25 percent over 2008 compared to their non-Hispanic
      into the Hispanic market potential and optimize their bottom-line results.       spending increase of only 11 percent. Additionally, the number of
      Advertisers allocated 5.4 percent of ad dollars to reach and connect             companies in the Best-In-Class category, as defined by their allocation
      with Hispanic consumers, up from 5.1 percent in 2008 and slightly                of more than 11.8 percent of overall ad budgets to Hispanic media,
      below the 5.6 percent historical high in pre-recession 2007.                     increased from 32 to 40 last year with an average allocation of 21.4
                                                                                       percent. In essence, the companies that have cracked the marketing
      As the evolution of the U.S. Hispanic population unfolds over the                code and followed the dollar to the Hispanic market are investing
      coming year, many advertisers may continue to take a hard look at their          even more.
      investments and propensity for growth. The 2010 Census results and a
      stronger economy emerging this year may spark the interest of brands             Surprisingly, however, is that still more than half of the top 500 national
      and industry categories that abandoned their stake in the Hispanic               advertisers “don’t get it.” Defined by their allocation of less than one
      consumer marketplace.                                                            percent to Hispanic (Spanish, Bilingual and English) print, radio and




AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

www.ahaa.org                                                                                      association of hispanic advertising agencies                   1
                                    association of hispanic advertising agencies                                                                                                                                                        association of hispanic advertising agencies


                                    hispanic marketing                                                                                                                                                                                     hispanic marketing
    2010                            investment trends                                                                                                                                                                                       investment trends                                              2010


television, 279 national advertisers pulled back on Hispanic spending          This study provides actual investments in Hispanic-Spanish, bilingual                       METHODOLOGY                                                                      OVERALL FINDINGS
during 2009. The Don’t-Get-It category jumped from 230 companies               and English media against a total national context and does not
                                                                                                                                                                           Total and Hispanic advertising spending for the top 500 advertisers was                Although ad spending targeting non-Hispanics by the top 500
in 2006 to 255 in 2008, indicating that the industry still has room for        reflect spending and allocation by regional advertisers. AHAA under-
                                                                                                                                                                           tabulated using The Nielsen Company data for each of the years:                        advertisers dropped by 9.5 percent last year, Hispanic spending
growth and optimization.                                                       stands that the trends included in this report only reflect The Nielsen
                                                                                                                                                                           2008 and 2009. The Nielsen Company figures include Hispanic media                       declined by only 4.4 percent.
                                                                               Company’s measured media in print, radio and TV and that many clients
AHAA’s Hispanic Marketing Investment Trends Report is designed to              are implementing effective below-the-line strategies as an alternative to,                  across network, cable and 27 spot television markets; 26 local radio                   Marketers allocated a higher proportion of available resources,
provide marketers with a snapshot of industry performance to allow             or as a complement to, traditional media. We recognize that spending                        markets; national magazines; and local newspapers in 5 markets.                        5.4 percent, to Hispanic media in recessionary 2009. During
agencies to target new business opportunities and retool messaging to          above-the-line is not the only strategy, nor is it necessarily a measure                    Hispanic advertising includes spending in Hispanic-centric media,                      challenging economic times, smart marketers placed greater
attract new clients. While company and brand spending is included for          of effectiveness. It does, however, provide baseline comparisons from                       whether in Spanish (like Univision, Telemundo, La Opinion, or People                   confidence in the nearly $1 trillion in buying power of the
reference, the focus of the analysis is on 53 categories and compares          which to measure advertiser engagement.                                                     en Espanõl), bilingual (like mun2 and Latino 96.3), or in English (like                Hispanic market and seized the opportunity to restore revenue
allocation practices from 2008 to 2009. The report also provides                                                                                                           Latina Hispanic magazine).                                                             through the Hispanic consumer.
AHAA, as the voice of the industry, the platform to engage and educate         Special thanks to The Nielsen Company for supplying the ad spending                                                                                                                The aggregate investment in Hispanic television, radio and
industries about the Hispanic market prospect.                                 data, to Santiago ROI for analyzing the data and identifying trends,                               The percentage of Hispanic spending out of total advertising
                                                                                                                                                                                  spending was calculated.                                                        print in 2009 dropped to about $3.8 billion: a cut much less
                                                                               to Hispanic Market Weekly (HMW) for supporting resources, and the                                                                                                                  significant than the near double-digit decreases experienced in
                                                                               Advertising Research Foundation for endorsing the findings. If you                                  Based on Hispanic spending percentage, AHAA assigned
                                                                                                                                                                                                                                                                  other market segments.
                                                                               have any questions regarding this report or need help in using the data,                           companies to one of five spending tiers — Best-In-Class; Leader;
                                                                                                                                                                                  Follower; Laggard; or Don’t-Get-It — using the following measures:              In 2009, companies in the Best-In-Class tier increased their
                                                                               please contact AHAA Executive Director Horacio Gavilán, hgavilan@
                                                                                                                                                                                                                                                                  aggregate Hispanic spending an impressive 25 percent over
                                                                               ahaa.org, or 703-610-0231.
                                                                                                                                                                                                                                                                  2008 compared to their non-Hispanic spending increase of only
                                                                               Note: In order to determine optimum spending, a full investment                                                  ALLOCATION TO HISPANIC                                            11 percent.
                                                                                                                                                                             TIER                                                           TIER NAME
                                                                                                                                                                                      (SPANISH DOMINANT & BILINGUAL PRINT, RADIO, TV)
                                                                               allocation exercise that considers internal factors such as customer                                                                                                               The number of companies in the Best-In-Class category increased
                                                                                                                                                                              1      Allocations > 11.8%                                  Best-In-Class
                                                                               lifetime value; profitability; price nature of the brand market share                                                                                                               from 32 to 40 last year with an average allocation of 21.4 percent.
                                                                               relative to competitors; awareness of brand attributes vs. non-                                2      Allocations between 6.4% - 11.8%                        Leader
                                                                                                                                                                                                                                                                  More than half of the top 500 national advertisers - 279 - fell
                                                                               Hispanics; distribution costs; marketing mix ROI vs. non Hispanics;                            3      Allocations between 3.6% - 6.4%                        Follower              into the Don’t-Get-It category in 2009. In 2006, there were 230
                                                                               ethnic composition of footprint; among other elements is really the                                                                                                                companies in the category and in 2008, there were 255.
                                                                                                                                                                              4      Allocations between 1.0% - 3.6%                        Laggard
                                                                               only thorough method.
                                                                                                                                                                              5      Allocations < 1.0%                                    Don’t-Get-It



                                                                                                                                                                           The main criteria for placing each advertiser and category into a
                                                                                                                                                                           specific tier was based on the relationship of their percentage of
                                                                                                                                                                           Hispanic spending to the percentage of the U.S. adult population
                                                                                                                                                                           which is Spanish dominant and bilingual.




                      AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

2           association of hispanic advertising agencies                                                                                        www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies                 3
                            association of hispanic advertising agencies                                                                                                                                                        association of hispanic advertising agencies


                            hispanic marketing                                                                                                                                                                                      hispanic marketing
    2010                    investment trends                                                                                                                                                                                        investment trends                                                           2010

                              Investment Allocation by Year: 2006-2009                                                                                                                                                  Top 500 Advertisers Grouped By
                   Print, TV, and Radio Investments Among Top 500 Advertisers                                                                                                                                       Hispanic Market Investments: 2006-2009
            While overall Hispanic spending was lower than previous years, the percent of media dollars allocated to                                                                                                            2006                           2007                           2008                           2009
            Hispanic rose to nearly the pre-recession high of 2007.
                                                                                                                                                                                              Allocation to HISP                  % of Top 500                   % of Top 500                   % of Top 500                   % of Top 500
                                                                                                            HISPANIC                                                                          (Spanish, Bilingual   # of Co’s      Advertisers     # of Co’s     Advertisers by   # of Co’s     Advertisers by   # of Co’s     Advertisers by
                     YEAR                HISPANIC $          NON-HISPANIC $          OVERALL $                                                                       Tier #     Tier Name
                                                                                                           ALLOCATION                                                                          & English -Print,     by Tier         by HISP        by Tier     HISP Investment    by Tier     HISP Investment    by Tier     HISP Investment
                                                                                                                                                                                                  Radio & TV)                    Investment Tier                      Tier                           Tier                           Tier
              2006                          $4.3                 $77.6                  $81.9                 5.3%

              2007                          $4.5                 $75.2                  $79.7                 5.6%                                                   1        Best in Class      > 11.8%              50               10%           60               12%           32               6%            40               8%

              2008                          $4.0                 $74.6                  $78.6                 5.1%                                                   2        Leader          6.4% - 11.8%            65               13%           66               13%           63               13%           55               11%

              2009                          $3.8                 $67.5                  $71.3                 5.4%                                                   3        Follower         3.6% - 6.4%            58               12%           48               10%           48               10%           52               10%

                                                   % CHANGE                                             % DIFFERENCE                                                 4        Laggard          1.0% - 3.6%            97               19%           97               19%          102               20%           74               15%

              07 v 06                      4.3%                  -3.1%                 -2.7%                  0.4%                                                   5        Don’t Get It        < 1.0%             230               46%          229               46%          255               51%          279               56%

              08 v 07                     -11.4%                 -0.9%                 -1.5%                 -0.6%                                                   Total Advertisers                               500            100%            500            100%            500            100%            500            100%

              09 v 08                     -4.4%                  -9.5%                 -9.2%                  0.3%

              09 v 06                     -11.7%                -13.1%                 -13.0%                 0.1%




              AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

4    association of hispanic advertising agencies                                                                                       www.ahaa.org         www.ahaa.org                                                                                               association of hispanic advertising agencies                            5
                                        association of hispanic advertising agencies                                                                                                                                                association of hispanic advertising agencies


                                        hispanic marketing                                                                                                                                                                               hispanic marketing
      2010                              investment trends                                                                                                                                                                                 investment trends                                                  2010

2009: CATEGORY RANKING BY HISPANIC ALLOCATION AND TIER
                                                                  HISPANIC       NON-HISPANIC           OVERALL          % ALLOCATION            TIER                                                                                           HISPANIC       NON-HISPANIC           OVERALL         % ALLOCATION           TIER
                                                                                                                                          1 = BEST IN CLASS                                                                                                                                                           1 = BEST IN CLASS
     HISP ANIC                                                                                                                                                                  HISP ANIC
                                                                    2009             2009            2009 OVERALL          HISPANIC       2 = LEADER                                                                                              2009             2009            2009 OVERALL         HISPANIC      2 = LEADER
    ALLOCATION                                                                                                                                                                 ALLOCATION
                                   CATEGORY                       HISPANIC     NON-HISPANIC $$$       (NH + HISP)       ALLOCATION OF     3 = FOLLOWER                                                          CATEGORY                        HISPANIC     NON-HISPANIC $$$       (NH + HISP)      ALLOCATION OF    3 = FOLLOWER
       RANK                                                                                                                                                                       RANK
                                                                  $$$ (000)         (000)              $$$ (000)        OVERALL SPEND     4 = LAGGARD                                                                                           $$$ (000)         (000)              $$$ (000)       OVERALL SPEND    4 = LAGGARD
                                                                                                                                          5 = DON’T GET IT                                                                                                                                                            5 = DON’T GET IT
        1        Direct Consumer Marketing                    $     72,030       $   317,838        $    389,869           18.5%           Best-In-Class                           28         Financial Services—Banks-Mortgage             $ 46,329          $ 1,114,820         $ 1,161,149             4.0%        Follower
        2        Media & Entert-Subscription TV/Radio         $ 319,144          $ 1,461,077        $ 1,780,221            17.9%           Best-In-Class                           29         Electronics-Other                             $     67,077      $ 1,857,751         $ 1,924,828             3.5%        Laggard
        3        Beer                                         $ 175,379          $   954,516        $ 1,129,895            15.5%           Best-In-Class                           30         Education                                     $      19,246     $    551,853        $   571,098             3.4%        Laggard
        4        Fitness-Sports                               $     18,836       $   148,467        $    167,303           11.3%           Leader                                  31         Auto Parts                                    $ 19,213          $    556,175        $   575,388             3.3%        Laggard
        5        Financial Services-Taxes                     $     18,226       $   145,494        $    163,720           11.1%           Leader                                  32         Private Investment Firms                      $     43,616      $ 1,364,010         $ 1,407,627             3.1%        Laggard
        6        Insurance-Auto                               $ 132,192          $ 1,261,177        $ 1,393,368              9.5%          Leader                                  33         Auto-Dealers Assn                             $ 31,295          $ 1,028,401         $ 1,059,696             3.0%        Laggard
        7        Telecom                                      $ 400,600          $ 3,900,638        $ 4,301,238              9.3%          Leader                                  34         Energy                                        $      9,548      $    332,296        $   341,844             2.8%        Laggard
        8        Restaurants-QSR                              $ 312,595          $ 3,082,098        $ 3,394,693              9.2%          Leader                                  35         Travel                                        $ 19,397          $    830,837        $   850,233             2.3%        Laggard
        9        Political Campaigns                          $      3,249       $     36,352       $     39,602             8.2%          Leader                                  36         Toys                                          $      7,541      $    346,389        $   353,930             2.1%        Laggard
       10        Retail-Mass Merch/Dept Stores                $ 162,456          $ 1,970,648        $ 2,133,104              7.6%          Leader                                  37         Pharmaceuticals                               $ 132,510         $ 6,406,567         $ 6,539,077             2.0%        Laggard
       11        Packaged Goods                               $ 337,040          $ 4,651,094        $ 4,988,134              6.8%          Leader                                  38         Apparel                                       $      6,626      $    408,505        $   415,131             1.6%        Laggard
       12        Non-Profit                                    $     27,732       $   387,548        $    415,280             6.7%          Leader                                  39         Consumer Services-Diversified                  $     14,097      $ 1,110,153         $ 1,124,249             1.3%        Laggard
       13        Home improvement                             $     85,161       $ 1,250,697        $ 1,335,858              6.4%          Leader                                  40         Insurance-Health                              $     11,056      $    971,836        $   982,892             1.1%        Laggard
       14        Government                                   $ 181,256          $ 2,664,671        $ 2,845,928              6.4%          Leader                                  41         Insurance-Life                                $      2,182      $    202,258        $   204,440             1.1%        Laggard
       15        Retail-Drug                                  $     22,876       $   343,131        $    366,007             6.3%          Follower                                42         Retail-Other                                  $      3,061      $    345,016        $   348,077             0.9%        Don’t Get It
       16        Supermarkets                                 $     33,430       $   511,528        $    544,959             6.1%          Follower                                43         Diet—Supplements-Vitamins                     $      3,349      $    415,509        $   418,858             0.8%        Don’t Get It
       17        Retail- Apparel                              $ 144,271          $ 2,324,914        $ 2,469,185              5.8%          Follower                                44         Beverages-Spirits                             $      3,039      $    438,259        $   441,298             0.7%        Don’t Get It
       18        Restaurants-Casual                           $     41,274       $   674,082        $    715,356             5.8%          Follower                                45         Financial Services-Credit Cards               $      5,229      $    924,416        $   929,644             0.6%        Don’t Get It
       19        Beverages-Non-Spirits                        $     61,716       $ 1,182,760        $ 1,244,476              5.0%          Follower                                46         Retail-Online                                 $        862      $    158,703        $   159,565             0.5%        Don’t Get It
       20        Packaged Goods-Foods                         $ 231,679          $ 4,558,575        $ 4,790,254              4.8%          Follower                                47         Luxury Brands                                 $        786      $    331,276        $   332,062             0.2%        Don’t Get It
       21        Auto Manufacturers                           $ 194,540          $ 4,004,745        $ 4,199,285              4.6%          Follower                                48         Electronics-Computer                          $      1,875      $ 1,094,059         $ 1,095,935             0.2%        Don’t Get It
       22        Personal Care—Cosmetics-Skin Care            $     84,777       $ 1,817,037        $ 1,901,815              4.5%          Follower                                49         Apparel-Shoes                                 $        380      $    226,330        $   226,710             0.2%        Don’t Get It
       23        Insurance-Other                              $     12,111       $   263,869        $    275,980             4.4%          Follower                                50         B2B                                           $      1,501      $    913,720        $   915,221             0.2%        Don’t Get It
       24        Media & Entertainment                        $ 221,471          $ 4,995,688        $ 5,217,159              4.2%          Follower                                51         Retail- Jewelry                               $        437      $    342,352        $   342,789             0.1%        Don’t Get It
       25        Auto-Dealer                                  $      7,892       $   178,785        $    186,677             4.2%          Follower                                52         Financial Services-Investment Firms           $        171      $    572,877        $   573,048             0.0%        Don’t Get It
       26        Retail-Electronics                           $     22,753       $   519,677        $    542,430             4.2%          Follower                                53         Appliances                                    $           0     $    145,493        $   145,493             0.0%        Don’t Get It
       27        Furniture                                    $     41,333       $   946,594        $    987,927             4.2%          Follower




                        AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

6            association of hispanic advertising agencies                                                                                           www.ahaa.org       www.ahaa.org                                                                                      association of hispanic advertising agencies                     7
                                      association of hispanic advertising agencies                                                                                                                                                association of hispanic advertising agencies


                                      hispanic marketing                                                                                                                                                                                hispanic marketing
    2010                              investment trends                                                                                                                                                                                  investment trends                                                  2010

2009: CATEGORIES RANKED BY INVESTMENT IN HISPANIC MEDIA
                                                                   HISPANIC       NON-HISPANIC           OVERALL        % ALLOCATION            TIER                                                                                          HISPANIC         NON-HISPANIC            OVERALL        % ALLOCATION          TIER
                                                                                                                                         1 = BEST IN CLASS                                                                                                                                                           1 = BEST IN CLASS
HISP $ SPEND                                                      2009                2009           2009 OVERALL         HISPANIC       2 = LEADER                          HISP $ SPEND                                                      2009                2009            2009 OVERALL         HISPANIC     2 = LEADER
                                 CATEGORY                                                                                                                                                                     CATEGORY
    RANK                                                        HISPANIC          NON-HISPANIC        (NH + HISP)      ALLOCATION OF     3 = FOLLOWER                            RANK                                                        HISPANIC          NON-HISPANIC         (NH + HISP)      ALLOCATION OF   3 = FOLLOWER
                                                                $$$ (000)           $$$ (000)          $$$ (000)       OVERALL SPEND     4 = LAGGARD                                                                                         $$$ (000)           $$$ (000)           $$$ (000)       OVERALL SPEND   4 = LAGGARD
                                                                                                                                         5 = DON’T GET IT                                                                                                                                                            5 = DON’T GET IT
     1         Telecom                                        $ 400,600          $ 3,900,638         $ 4,301,238            9.3%         Leader                                   28        Travel                                           $ 19,397          $   830,837         $    850,233           2.3%       Laggard
     2         Packaged Goods                                 $ 337,040          $ 4,651,094         $ 4,988,134            6.8%         Leader                                   29        Education                                        $ 19,246          $   551,853         $    571,098           3.4%       Laggard
     3         Media & Entert-Subscription TV/Radio           $ 319,144          $ 1,461,077         $ 1,780,221           17.9%         Best-In-Class                            30        Auto Parts                                       $ 19,213          $   556,175         $    575,388           3.3%       Laggard
     4         Restaurants-QSR                                $ 312,595          $ 3,082,098         $ 3,394,693            9.2%         Leader                                   31        Fitness-Sports                                   $ 18,836          $   148,467         $    167,303         11.3%        Leader
     5         Packaged Goods-Foods                           $ 231,679          $ 4,558,575         $ 4,790,254            4.8%         Follower                                 32        Financial Services-Taxes                         $ 18,226          $   145,494         $    163,720         11.1%        Leader
     6         Media & Entertainment                          $ 221,471          $ 4,995,688         $ 5,217,159            4.2%         Follower                                 33        Consumer Services-Diversified                     $ 14,097          $ 1,110,153         $ 1,124,249            1.3%       Laggard
     7         Auto Manufacturers                             $ 194,540          $ 4,004,745         $ 4,199,285            4.6%         Follower                                 34        Insurance-Other                                  $ 12,111          $   263,869         $    275,980           4.4%       Follower
     8         Government                                     $ 181,256          $ 2,664,671         $ 2,845,928            6.4%         Leader                                   35        Insurance-Health                                 $ 11,056          $   971,836         $    982,892           1.1%       Laggard
     9         Beer                                           $ 175,379          $    954,516        $ 1,129,895           15.5%         Best-In-Class                            36        Energy                                            $ 9,548          $   332,296         $    341,844           2.8%       Laggard
    10         Retail-Mass Merch/Dept Stores                  $ 162,456          $ 1,970,648         $ 2,133,104            7.6%         Leader                                   37        Auto-Dealer                                       $ 7,892          $   178,785         $    186,677           4.2%       Follower
    11         Retail- Apparel                                $ 144,271          $ 2,324,914         $ 2,469,185            5.8%         Follower                                 38        Toys                                              $ 7,541          $   346,389         $    353,930           2.1%       Laggard
    12         Pharmaceuticals                                $ 132,510          $ 6,406,567         $ 6,539,077            2.0%         Laggard                                  39        Apparel                                           $ 6,626          $   408,505         $    415,131           1.6%       Laggard
    13         Insurance-Auto                                 $ 132,192          $ 1,261,177         $ 1,393,368            9.5%         Leader                                   40        Financial Services-Credit Cards                   $   5,229        $   924,416         $    929,644           0.6%       Don’t Get It
    14         Home improvement                                $     85,161      $ 1,250,697         $ 1,335,858            6.4%         Leader                                   41        Diet—Supplements-Vitamins                         $   3,349        $   415,509         $    418,858           0.8%       Don’t Get It
    15         Personal Care—Cosmetics-Skin Care               $     84,777      $ 1,817,037         $ 1,901,815            4.5%         Follower                                 42        Political Campaigns                               $ 3,249          $     36,352        $     39,602           8.2%       Leader
    16         Direct Consumer Marketing                       $     72,030      $    317,838        $    389,869          18.5%         Best-In-Class                            43        Retail-Other                                      $ 3,061          $   345,016         $    348,077           0.9%       Don’t Get It
    17         Electronics-Other                               $     67,077      $ 1,857,751         $ 1,924,828            3.5%         Laggard                                  44        Beverages-Spirits                                 $   3,039        $   438,259         $    441,298           0.7%       Don’t Get It
    18         Beverages-Non-Spirits                          $      61,716      $ 1,182,760         $ 1,244,476            5.0%         Follower                                 45        Insurance-Life                                    $ 2,182          $   202,258         $    204,440           1.1%       Laggard
    19         Financial Services—Banks-Mortgage               $     46,329      $ 1,114,820         $ 1,161,149            4.0%         Follower                                 46        Electronics-Computer                              $ 1,875          $ 1,094,059         $ 1,095,935            0.2%       Don’t Get It
    20         Private Investment Firms                        $     41,345      $ 1,293,668         $ 1,335,012            3.1%         Laggard                                  47        B2B                                               $   1,501        $   913,720         $    915,221           0.2%       Don’t Get It
    21         Furniture                                       $     41,333      $    946,594        $    987,927           4.2%         Follower                                 48        Retail-Online                                     $    862         $   158,703         $    159,565           0.5%       Don’t Get It
    22         Restaurants-Casual                              $     41,274      $    674,082        $    715,356           5.8%         Follower                                 49        Luxury Brands                                     $    786         $   331,276         $    332,062           0.2%       Don’t Get It
    23         Supermarkets                                    $     33,430      $    511,528        $    544,959           6.1%         Follower                                 50        Retail-Jewelry                                    $    437         $   342,352         $    342,789           0.1%       Don’t Get It
    24         Auto-Dealers Assn                               $     31,295      $ 1,028,401         $ 1,059,696            3.0%         Laggard                                  51        Apparel-Shoes                                     $    380         $   226,330         $    226,710           0.2%       Don’t Get It
    25         Non-Profit                                       $     27,732      $    387,548        $    415,280           6.7%         Leader                                   52        Financial Services-Investment Firms               $    171         $   572,877         $    573,048           0.0%       Don’t Get It
    26         Retail-Drug                                     $     22,876      $    343,131        $    366,007           6.3%         Follower                                 53        Appliances                                        $          0     $   145,493         $    145,493           0.0%       Don’t Get It
    27         Retail-Electronics                              $     22,753      $    519,677        $    542,430           4.2%         Follower



                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

8         association of hispanic advertising agencies                                                                                              www.ahaa.org      www.ahaa.org                                                                                      association of hispanic advertising agencies                     9
                                     association of hispanic advertising agencies                                                                                                                                                 association of hispanic advertising agencies


                                     hispanic marketing                                                                                                                                                                                 hispanic marketing
     2010                            investment trends                                                                                                                                                                                   investment trends                                                  2010

2008: CATEGORIES RANKED BY HISPANIC ALLOCATION AND TIER
                                                                  HISPANIC       NON-HISPANIC           OVERALL        % ALLOCATION             TIER                                                                                           HISPANIC       NON-HISPANIC           OVERALL         % ALLOCATION           TIER
                                                                                                                                         1 = BEST IN CLASS                                                                                                                                                           1 = BEST IN CLASS
  HISPANIC                                                                                                                                                                     HISPANIC
                                                                    2008             2008           2008 OVERALL          HISPANIC       2 = LEADER                                                                                              2008             2008            2008 OVERALL         HISPANIC      2 = LEADER
 ALLOCATION                    CATEGORY                                                                                                                                       ALLOCATION                       CATEGORY
                                                                  HISPANIC       NON-HISPANIC        (NH + HISP)       ALLOCATION OF     3 = FOLLOWER                                                                                          HISPANIC       NON-HISPANIC         (NH + HISP)      ALLOCATION OF    3 = FOLLOWER
    RANK                                                                                                                                                                         RANK
                                                                  $$$ (000)        $$$ (000)          $$$ (000)        OVERALL SPEND     4 = LAGGARD                                                                                           $$$ (000)        $$$ (000)           $$$ (000)       OVERALL SPEND    4 = LAGGARD
                                                                                                                                         5 = DON’T GET IT                                                                                                                                                            5 = DON’T GET IT
     1        Fitness-Sports                                  $     38,943      $    196,515        $    235,457          16.5%           Best-In-Class                            28        Financial Services—Banks-Mortgage             $     51,527       $ 1,497,201        $ 1,548,728             3.3%        Laggard
     2        Beer                                            $ 167,676         $    907,807        $ 1,075,483           15.6%           Best-In-Class                            29        Direct Consumer Marketing                     $     15,137       $    447,001       $    462,138            3.3%        Laggard
     3        Media & Entert-Subscription TV/Radio            $ 155,521         $ 1,145,661         $ 1,301,182           12.0%           Best-In-Class                            30        Auto Parts                                    $ 15,540           $    463,701       $    479,241            3.2%        Laggard
     4        Insurance-Auto                                  $ 145,352         $ 1,315,099         $ 1,460,451           10.0%           Leader                                   31        Auto-Dealer                                   $     10,042       $    319,784       $    329,826            3.0%        Laggard
     5        Financial Services-Taxes                        $     10,272      $     93,142        $    103,413           9.9%           Leader                                   32        Pharmaceuticals                               $ 164,553          $ 6,717,238        $ 6,881,790             2.4%        Laggard
     6        Media & Entertainment                           $     26,415      $    240,284        $    266,699           9.9%           Leader                                   33        Financial Services-Credit Cards               $     27,147       $ 1,147,761        $1,174,908              2.3%        Laggard
     7        Government                                      $ 118,864         $ 1,097,034         $ 1,215,898            9.8%           Leader                                   34        Political Campaigns                           $     14,122       $    641,155       $    655,276            2.2%        Laggard
     8        Retail-Mass Merch/Dept Stores                   $ 184,125         $ 1,756,278         $ 1,940,404            9.5%           Leader                                   35        Beverages-Spirits                             $ 11,598           $    529,286       $    540,884            2.1%        Laggard
     9        Insurance-Other                                 $     27,759      $    289,002        $    316,761           8.8%           Leader                                   36        Consumer Services-Diversified                  $     26,252       $ 1,242,183        $ 1,268,435             2.1%        Laggard
     10       Restaurants-QSR                                 $ 279,325         $ 3,104,889         $ 3,384,214            8.3%           Leader                                   37        Insurance-Health                              $      6,757       $    333,693       $    340,450            2.0%        Laggard
     11       Telecom                                         $ 383,322         $ 4,317,337         $ 4,700,660            8.2%           Leader                                   38        Energy                                        $      7,706       $    401,345       $    409,051            1.9%        Laggard
     12       Retail-Drug                                     $     24,310      $    283,113        $    307,423           7.9%           Leader                                   39        Education                                     $     15,867       $    833,514       $    849,381            1.9%        Laggard
     13       Non-Profit                                       $     24,843      $    359,311        $    384,155           6.5%           Leader                                   40        Toys                                          $      7,282       $    431,752       $    439,034            1.7%        Laggard
     14       Home Improvement                                $     87,505      $ 1,277,583         $ 1,365,088            6.4%           Leader                                   41        Insurance-Life                                $      3,299       $    214,723       $    218,022            1.5%        Laggard
     15       Packaged Goods                                  $ 318,016         $ 5,244,060         $ 5,562,076            5.7%           Follower                                 42        Diet—Supplements-Vitamins                     $      6,831       $    557,159       $    563,990            1.2%        Laggard
     16       Retail-Apparel                                  $ 147,251         $ 2,492,613         $ 2,639,864            5.6%           Follower                                 43        Retail- Jewelry                               $      3,693       $    379,340       $    383,033            1.0%        Don’t Get It
     17       Auto Manufacturers                              $ 454,636         $ 7,936,437         $ 8,391,072            5.4%           Follower                                 44        Electronics-Computer                          $      5,875       $    912,073       $    917,948            0.6%        Don’t Get It
     18       Personal Care—Cosmetics-Skin Care               $     99,681      $ 1,923,617         $ 2,023,298            4.9%           Follower                                 45        Apparel                                       $      2,080       $    398,581       $    400,662            0.5%        Don’t Get It
     19       Supermarkets                                    $     22,668      $    446,689        $    469,357           4.8%           Follower                                 46        Private Investment Firms                      $      3,776       $    849,880       $    853,656            0.4%        Don’t Get It
     20       Packaged Goods-Foods                            $ 203,198         $ 4,278,758         $ 4,481,956            4.5%           Follower                                 47        Retail-Other                                  $      1,250       $    297,555       $    298,806            0.4%        Don’t Get It
     21       Restaurants-Casual                              $     30,132      $    642,413        $    672,545           4.5%           Follower                                 48        B2B                                           $      2,540       $    856,571       $    859,111            0.3%        Don’t Get It
     22       Auto-Dealers Association                        $     75,378      $ 1,636,566         $ 1,711,944            4.4%           Follower                                 49        Luxury Brands                                 $      1,385       $    521,361       $    522,747            0.3%        Don’t Get It
     23       Furniture                                       $     47,455      $ 1,032,963         $ 1,080,417            4.4%           Follower                                 50        Apparel-Shoes                                 $        718       $    384,982       $    385,700            0.2%        Don’t Get It
     24       Retail-Electronics                              $     27,903      $    654,476        $    682,379           4.1%           Follower                                 51        Retail-Online                                 $        153       $     84,798       $     84,950            0.2%        Don’t Get It
     25       Beverages-Non-Spirits                           $     56,010      $ 1,388,493         $ 1,444,503            3.9%           Follower                                 52        Private Investment Firms                      $          30      $     31,173       $     31,203            0.1%        Don’t Get It
     26       Travel                                          $     48,420      $ 1,231,257         $ 1,279,676            3.8%           Follower                                 53        Appliances                                    $          36      $    242,533       $    242,569            0.0%        Don’t Get It
     27       Electronics-Other                               $     64,638      $ 1,794,608         $ 1,859,246            3.5%           Laggard




                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

10        association of hispanic advertising agencies                                                                                             www.ahaa.org       www.ahaa.org                                                                                      association of hispanic advertising agencies                11
                                      association of hispanic advertising agencies                                                                                                                                                  association of hispanic advertising agencies


                                      hispanic marketing                                                                                                                                                                                 hispanic marketing
     2010                             investment trends                                                                                                                                                                                   investment trends                                                  2010

2008: CATEGORIES RANKED BY HISPANIC MEDIA SPENDING
                                                                  HISPANIC       NON-HISPANIC           OVERALL         % ALLOCATION             TIER                                                                                           HISPANIC       NON-HISPANIC           OVERALL         % ALLOCATION           TIER
                                                                                                                                          1 = BEST IN CLASS                                                                                                                                                           1 = BEST IN CLASS
  HISPANIC $                                                        2008             2008            2008 OVERALL          HISPANIC       2 = LEADER                            HISPANIC $                                                        2008             2008            2008 OVERALL         HISPANIC      2 = LEADER
                                CATEGORY                                                                                                                                                                       CATEGORY
 SPEND RANK                                                       HISPANIC       NON-HISPANIC         (NH + HISP)       ALLOCATION OF     3 = FOLLOWER                         SPEND RANK                                                       HISPANIC       NON-HISPANIC         (NH + HISP)      ALLOCATION OF    3 = FOLLOWER
                                                                  $$$ (000)        $$$ (000)           $$$ (000)        OVERALL SPEND     4 = LAGGARD                                                                                           $$$ (000)        $$$ (000)           $$$ (000)       OVERALL SPEND    4 = LAGGARD
                                                                                                                                          5 = DON’T GET IT                                                                                                                                                            5 = DON’T GET IT
     1         Auto Manufacturers                             $ 454,636          $ 7,936,437        $ 8,391,072             5.4%           Follower                                 28        Consumer Services-Diversified                  $ 26,252           $ 1,242,183        $ 1,268,435             2.1%        Laggard
     2         Telecom                                        $ 383,322          $ 4,317,337        $ 4,700,660             8.2%           Leader                                   29        Non-Profit                                     $     24,843       $   359,311        $    384,155            6.5%        Leader
     3         Packaged Goods                                 $ 318,016          $ 5,244,060        $ 5,562,076             5.7%           Follower                                 30        Retail-Drug                                   $     24,310       $   283,113        $    307,423            7.9%        Leader
     4         Media & Entertainment                          $ 297,682          $ 5,646,433        $ 5,944,115             5.0%           Follower                                 31        Supermarkets                                  $     22,668       $   446,689        $    469,357            4.8%        Follower
     5         Restaurants-QSR                                $ 279,325          $ 3,104,889        $ 3,384,214             8.3%           Leader                                   32        Education                                     $     15,867       $   833,514        $    849,381            1.9%        Laggard
     6         Packaged Goods-Foods                           $ 203,198          $ 4,278,758        $ 4,481,956             4.5%           Follower                                 33        Auto Parts                                    $     15,540       $   463,701        $    479,241            3.2%        Laggard
     7         Retail-Mass Merch/Dept Stores                  $ 184,125          $ 1,756,278        $ 1,940,404             9.5%           Leader                                   34        Direct Consumer Marketing                     $     15,137       $   447,001        $    462,138            3.3%        Laggard
     8         Beer                                           $ 167,676          $    907,807       $ 1,075,483            15.6%           Best-In-Class                            35        Political Campaigns                           $     14,122       $   641,155        $   655,276             2.2%        Laggard
     9         Pharmaceuticals                                $ 164,553          $ 6,717,238        $ 6,881,790             2.4%           Laggard                                  36        Beverages-Spirits                             $     11,598       $   529,286        $    540,884            2.1%        Laggard
     10        Media & Entert-Subscription TV/Radio           $ 155,521          $ 1,145,661        $ 1,301,182            12.0%           Best-In-Class                            37        Financial Services-Taxes                      $ 10,272           $    93,142        $    103,413            9.9%        Leader
     11        Retail-Apparel                                 $ 147,251          $ 2,492,613        $ 2,639,864             5.6%           Follower                                 38        Auto-Dealer                                   $     10,042       $   319,784        $    329,826            3.0%        Laggard
     12        Insurance-Auto                                 $ 145,352          $ 1,315,099        $ 1,460,451            10.0%           Leader                                   39        Energy                                        $      7,706       $   401,345        $    409,051            1.9%        Laggard
     13        Government                                     $ 118,864          $ 1,097,034        $ 1,215,898             9.8%           Leader                                   40        Toys                                          $      7,282       $   431,752        $    439,034            1.7%        Laggard
     14        Personal Care—Cosmetics-Skin Care              $     99,681       $ 1,923,617        $ 2,023,298             4.9%           Follower                                 41        Diet—Supplements-Vitamins                     $      6,831       $   557,159        $    563,990            1.2%        Laggard
     15        Home Improvement                               $     87,505       $ 1,277,583        $ 1,365,088             6.4%           Leader                                   42        Insurance-Health                              $      6,757       $   333,693        $    340,450            2.0%        Laggard
     16        Auto-Dealers Assn                              $     75,378       $ 1,636,566        $ 1,711,944             4.4%           Follower                                 43        Electronics-Computer                          $      5,875       $   912,073        $    917,948            0.6%        Don’t Get It
     17        Electronics-Other                              $     64,638       $ 1,794,608        $ 1,859,246             3.5%           Laggard                                  44        Financial Services-Investment Firms           $      3,776       $   849,880        $    853,656            0.4%        Don’t Get It
     18        Beverages-Non-Spirits                          $     56,010       $ 1,388,493        $ 1,444,503             3.9%           Follower                                 45        Retail-Jewelry                                $      3,693       $   379,340        $    383,033            1.0%        Don’t Get It
     19        Financial Services—Banks-Mortgage              $     51,527       $ 1,497,201        $ 1,548,728             3.3%           Laggard                                  46        Insurance-Life                                $      3,299       $   214,723        $    218,022            1.5%        Laggard
     20        Travel                                         $     48,420       $ 1,231,257        $ 1,279,676             3.8%           Follower                                 47        B2B                                           $      2,540       $   856,571        $    859,111            0.3%        Don’t Get It
     21        Furniture                                      $     47,455       $ 1,032,963        $ 1,080,417             4.4%           Follower                                 48        Apparel                                       $      2,080       $   398,581        $    400,662            0.5%        Don’t Get It
     22        Private Investment Firms                       $     43,616       $ 1,364,010        $ 1,407,627             3.1%           Laggard                                  49        Luxury Brands                                 $      1,385       $   521,361        $    522,747            0.3%        Don’t Get It
     23        Fitness-Sports                                 $     38,943       $    196,515       $    235,457           16.5%           Best-In-Class                            50        Retail-Other                                  $      1,250       $   297,555        $    298,806            0.4%        Don’t Get It
     24        Restaurants-Casual                             $     30,132       $    642,413       $    672,545            4.5%           Follower                                 51        Apparel-Shoes                                 $        718       $   384,982        $    385,700            0.2%        Don’t Get It
     25        Retail-Electronics                             $     27,903       $    654,476       $    682,379            4.1%           Follower                                 52        Retail-Online                                 $        153       $    84,798        $     84,950            0.2%        Don’t Get It
     26        Insurance-Other                                $     27,759       $    289,002       $    316,761            8.8%           Leader                                   53        Appliances                                    $         36       $   242,533        $    242,569            0.0%        Don’t Get It
     27        Financial Services-Credit Cards                $     27,147       $ 1,147,761        $ 1,174,908             2.3%           Laggard




                        AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

12        association of hispanic advertising agencies                                                                                              www.ahaa.org       www.ahaa.org                                                                                      association of hispanic advertising agencies                13
                                     association of hispanic advertising agencies                                                                                                                                                 association of hispanic advertising agencies


                                     hispanic marketing                                                                                                                                                                                 hispanic marketing
     2010                            investment trends                                                                                                                                                                                   investment trends                                                  2010

                                                                                At the other end of the spectrum, Gap Inc., decreased its Hispanic                          ●    Jewelry                                                                     Toyota, Nissan Motor Company, Ltd., Ford and Honda continued to
CATEGORY BRIEFS                                                                 media dollars by 4% in 2009 taking its Hispanic media spending down                                                                                                          direct the highest proportion of their overall media dollars to Hispanics.
                                                                                to $12M and its Hispanic allocation level to 4.5%. Limited Brands,                          There’s little glitter coming from jewelry brands’ investments in                Toyota concentrated the highest allocation in the category to Hispanics
                                                                                Inc., decreased its Hispanic media dollars to $0.                                           advertising to reach Hispanic consumers. In the Retail-Jewelry category,         at 8.5% of its overall media budget despite a 30% decline in Hispanic
APPAREL                                                                                                                                                                     Hispanic allocation died out to 0.1% in 2009, down from 1% a year                media dollars to $69M in 2009. Nissan followed with a Hispanic
                                                                                Retailers promoting their signature brands to Hispanic consumers run                        earlier. Hispanic media dollars were cut by $3.3M to $0.4M in 2009.              allocation of 7.9% and $32M in 2009, down 56% since 2008. Ford
●    Retail: Apparel                                                            the gamut between local and national outlets, and utilize everything                                                                                                         left its Hispanic allocation and media spending nearly intact from 2008
                                                                                from local television to national networks with a bit of radio, magazines                   Signet Jewelers Limited (Kay Jewelers) decreased its Hispanic media
                                                                                                                                                                                                                                                             at $54M and 5.8% Hispanic allocation. Honda shaved its Hispanic
Hispanic allocation increased slightly in the Retail-Apparel category to        and local newspapers added to the mix. Since 2006, JC Penney’s                              dollars to $167,000 while Zale Corporation increased its Hispanic media
                                                                                                                                                                                                                                                             allocation to 4.5% and $29M in 2009 while Volkswagen AG kept its
5.8% in 2009, up from 5.6% a year earlier. However, Hispanic media              focus has been on Hispanic magazines. The company shifted back to                           dollars to $85,000.
                                                                                                                                                                                                                                                             lower Hispanic allocation trend of 2.7% and spending at only $7M.
spending decreased by $3.0M to $144.3M in 2009.                                 national advertising from a more local approach in 2008. Still Spanish-
                                                                                language network television buys, rather than spot television buys,                                                                                                          Among manufacturers that took their eye off the Hispanic road,
Leading in terms of allocation is Collective Brands, Inc.,(Payless
                                                                                haven’t put a damper on the retailer’s use of spot radio. Macy’s has
                                                                                                                                                                            AUTOMOBILE                                                                       Hyundai Motor Company took its Hispanic allocation to nearly zero,
ShoeSource®), which increased its Hispanic media dollars slightly by
                                                                                stuck to Spanish-language magazines to tout its store branded apparel.                                                                                                       slashing Hispanic media from $8M to about $300K. Similarly, Mazda
7% over 2008 taking its total Hispanic media spending up to $17M                                                                                                            ●    Manufacturers
                                                                                                                                                                                                                                                             Motor Corporation cut spending to about $2M. In the luxury category,
and its Hispanic media allocation level to 25%. JC Penney Company,
                                                                                                                                                                                                                                                             Daimler AG’s (DAI) Mercedes-Benz Cars division and BMW AG only
Inc., increased its Hispanic media dollars by 16% over 2008 taking its          ●    Apparel Manufacturers                                                                  Demand across car segments shrank in 2009 again due to the deep
                                                                                                                                                                                                                                                             directed about 0.2% of their overall budgets to the Hispanic segment.
Hispanic media spending up to $50M and its Hispanic media allocation                                                                                                        economic crisis pushing the ailing auto industry into a massive global
level to 16.4% of its overall media budget. Macy’s, Inc., channeled             In the Manufacturers segment of the Apparel category, Hispanic                              restructuring, which necessitated more economies of scale, lower cost            The most severe cuts were seen in television advertising, particularly
10.2% of its overall media resources to bring Hispanic buyers to its            allocation increased a bit to 1.6% in 2009, up from 0.5% in 2008.                           production sources and further consolidation. The U.S. Government                at the network and spot levels. Allocations to Spanish-language cable
cash registers investing 8% more than in 2008 or $39M in Hispanic               Hispanic media dollars increased by $4.6M, from $2.1M in 2008 to                            became the Chief Strategist for Detroit automakers and the largest               networks remained fairly steady. GM actually increased its investment
media in 2009.                                                                  $6.6M in 2009.                                                                              shareholder of General Motors Company. The Government granted                    in local Latino newspapers and nearly doubled the dollars
                                                                                                                                                                            emergency loans and forced GM and Chrysler Group, LLC to pull the
                                                                                Levi Strauss & Co., increased its Hispanic media dollars by 11% from                        plug or sell many brands. At the same time, the Government imposed               A note about General Motors: the US Government became GM’s
                                                                                2008 taking its Hispanic media spending up to $6M and its Hispanic                          increasing requirements for fuel-efficiency immediately benefiting Toyota          largest stockholder in 2009. The US Government ranked as the third
                                                                                media allocation level to 11.5% of its overall media dollars. Phillips-Van                  Motor Corporation and Honda Motor Company, Ltd. For most of the                  largest “parent company” advertising in the Hispanic segment in 2009
                                                                                Heusen Corporation and The Swatch Group, Ltd., decreased their                              year, consumers lost confidence in the Big Three’s offering until the             with Hispanic media spending of $146M or 6.3% of its overall media
                                                                                Hispanic media dollars down to $0. And, VF Corporation (Nautica®,                           Government, acting as the industry’s CMO, breathed life into consumer            budget. While not all of the US Government Hispanic media supported
                                                                                Lee®, Vans®, Wrangler®, Jansport®) decreased its Hispanic media                             demand through the massive Cash for Clunkers ‘promotion.’ Ford                   General Motors, as a point of comparison, in 2008 the US Government
                                                                                dollars down to a mere $196,000.                                                            Motor Company ended the year with a bang while continuing to focus               Hispanic media spend was about half of the 2009 level or only $74M
                                                                                                                                                                            on smaller cars. GM recovered in early 2010 boosted by Toyota’s                  invested in Hispanic.
                                                                                ●    Apparel-Shoes Manufacturers                                                            recall woes. Despite its troubles, General Motors emerged as the No. 1
                                                                                                                                                                            automaker investing in U.S. Hispanic media; the bulk of it to broadcast
                                                                                The footwear business is far from immune to the challenges many                             television networks.
                                                                                retail segments are seeing from the nation’s ailing economic climate.
                                                                                                                                                                            Consequently, the Automobile category, the largest Hispanic media
                                                                                In the Apparel-Shoes category, Hispanic allocation was flat at nearly
                                                                                                                                                                            category in 2008, contracted immensely in 2009 by nearly 57%.
                                                                                zero (0.2%) in 2009. Hispanic media spending evaporated to $0.3M
                                                                                                                                                                            Hispanic allocation reversed from 5.4% of $8.4 billion in overall media
                                                                                in 2009. Adidas® AG neither increased nor decreased its Hispanic
                                                                                                                                                                            dollars in 2008 to 4.5% of $4.2 Billion in 2009. Hispanic media
                                                                                media dollars in 2009: Hispanic spending remained at $24,000.
                                                                                                                                                                            spending fell from $455M to $195M during that same time.
                                                                                SKETCHERS decreased its Hispanic media dollars to just $356,000,
                                                                                and Nike, Inc., also decreased its Hispanic media dollars to $0.                            Six auto manufacturers maintained about the same amount of focus
                                                                                                                                                                            proportionally on the Hispanic segment albeit from lower budget bases.




                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

14          association of hispanic advertising agencies                                                                                         www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies                 15
                                    association of hispanic advertising agencies                                                                                                                                                 association of hispanic advertising agencies


                                    hispanic marketing                                                                                                                                                                                 hispanic marketing
     2010                           investment trends                                                                                                                                                                                   investment trends                                                  2010

BEVERAGES: ALCOHOL                                                               ●     Beverages-Spirits                                                                                                                                                    FINANCIAL
●                                                                                In stark contrast to brewers, Spirits marketers’ focus on the Hispanic
     Beer                                                                                                                                                                                                                                                   ●     Financial Services-Banks-Mortgage
                                                                                 segment faded away to just a 0.7% allocation in 2009 down from
In the Beer category, Hispanic allocation decreased by a tad to 15.5%            2.1% in 2008. Media dollars decreased by $8.6M, which represent-
                                                                                                                                                                                                                                                            Twelve months after the Great Financial Meltdown of 2008 reached
in 2009 down from 15.6% a year earlier. Conversely, dollars invested             ed a 74% drop in Hispanic media spend, from $12M in 2008
                                                                                                                                                                                                                                                            its apex, the U.S. banking sector was still trying to recover, yet several
increased by $8M representing a 4.5% increase in Hispanic media                  to $3M in 2009.
                                                                                                                                                                                                                                                            banks emerged strong. In the Financial Services-Banks-Mortgage
spending to $175M in 2009 vs. $168M in 2008.                                                                                                                                                                                                                category, Hispanic allocation increased to 4% in 2009 from 3.3% a
                                                                                 Diageo plc decreased its Hispanic media dollars slightly, down to
                                                                                 $2.3M or a 2.2% allocation level. Pernod Ricard also decreased                                                                                                             year earlier, while Hispanic media spending decreased by $5.2M to
Heineken International has grown its total advertising dollars in the His-
                                                                                 its Hispanic media dollars ending 2009 at a bleak 0.5% Hispanic                                                                                                            $46M in 2009 out of $1.2 billion in overall media budgets.
panic marketplace steadily over the last three years. In 2009, Heineken®
increased its Hispanic media dollars by 18.5%, bringing its total Hispanic       allocation level.
                                                                                                                                                                                                                                                            Many of the financial institutions have for several years seen the U.S.
media spend to $23M and the highest allocation level in the category                                                                                                       ELECTRONICS                                                                      Hispanic market as a fountain of growth. For the new Big Three —
at 29% of their overall media dollars. From an allocation perspective,                                                                                                                                                                                      Bank of America Corporation, Chase Corporation and Wells Fargo &
FEMSA (Tecate, Dos XX) led the category with a 37% Hispanic alloca-
                                                                                 DIRECT CONSUMER MARKETING
                                                                                                                                                                           ●    Retail: Electronics                                                         Co.— investment in Spanish-language advertising continues to be
tion of all its media resources, followed closely by Grupo Modelo S.A.B.                                                                                                                                                                                    strong. Some category advertisers preferred network television and
de C.V. (Corona), which dedicated 32% of its overall media resources to          Thanks to strong sales from television-based initiatives, a host of
                                                                                                                                                                           In the Retail-Electronics category, Hispanic allocation inched to 4.2%           broadened their media mix to include spot television, cable, spot radio,
Hispanic media or $23M in 2009.                                                  companies selling everything from hair remover to blankets are
                                                                                                                                                                           in 2009. Conversely, Hispanic media spending decreased markedly by               and limited print activity at both magazines and local newspapers.
                                                                                 actively targeting Hispanic consumers. In the Direct Consumer
                                                                                                                                                                           $5M or 18.5% to $23M in 2009.                                                    Others preferred the regional route, sticking to spot television and radio.
Meanwhile, SABMiller plc, brewers of Miller and Coors, decreased its             Marketing category, Hispanic allocation increased to 18.5% in
Hispanic media dollars by 1.6% from 2008 taking its total Hispanic media         2009 up from 3.3% a year earlier. Hispanic media spend increased                          Category leader RadioShack Corporation increased its Hispanic media              Wells Fargo increased its Hispanic media by 8% in 2009, thrusting its
spending down to $55M and a 16% allocation level. Prior to the merger,           by $57M to $72M in 2009 vs. just $15M in 2008. Leading the                                dollars by 10% in 2009, pushing its Hispanic media spending up to                Hispanic media spending up to $14M or dedicating 11% of its overall
Molson Coors Brewing Company and SABMiller had nearly identical                  category at a national level is Green Bullion Financial Services, LLC                     $10M and Hispanic allocation to 10.5%. Next in the category is Circuit           ad dollars to Hispanic media. Bank of America stepped on their heels
spending habits. Since then, the overall dollars are down slightly while         (Cash4Gold), which invested $54M in Hispanic media in 2009 or                             City, which increased its Hispanic media dollars by 5% from 2008                 increasing Hispanic media by 5% over 2008 and moving its Hispanic
spending patterns have held steady with most of the dollars invested in          39% of its overall media resources. Idea Village Products Corp.,                          taking its total Hispanic media spending up to $1.4M and reaching a              media spending up to $14M as well. The Hispanic allocation for Bank
network television targeting Spanish-speakers. Stichting Anheuser-Busch          increased Hispanic media dollars by 13% from 2008, bringing its                           Hispanic allocation level of 5.2%. Best Buy Co., Inc., cut its Hispanic          of America was only at 5.3%: half of Wells Fargo’s percentage.
InBev’s Hispanic media spending was nearly the same at $56M but at a             Hispanic media spending to $11M and its Hispanic allocation level to                      media by 25% to $11.3M and a 4.5% Hispanic allocation level.                     Straggling to keep pace with Hispanic market trailblazers in the
much lower allocation level of 10% of its overall media budget.                  13.5%. Ranking second in the category is Allstar Products Group,                          Meanwhile, regional giants A.J. Richard & Sons, Inc., (P.C. Richard &            category is HSBC Group, which decreased its Hispanic media to
                                                                                 LLC makers of Snuggie®, which increased its dollars allocated to                          Son, Corp.) in NY and Fry’s Electronics in Los Angeles continue to al-           $381,000 or a dismal allocation level of just 1.5%.
Spanish-language advertising budgets have remained steady for the Stich-         Hispanic media by 4% from 2008 bringing its Hispanic media                                locate less than 0.5% combined of their overall media dollars to
ting Anheuser-Busch InBev brands keeping the dollars strong with network         spending to $5M and its Hispanic allocation to 8.7%.                                      bring Hispanics to their stores.
television, as well as with Spanish-language AM and FM radio stations.

                                                                                                                                                                           ●    Electronics: Computer

                                                                                                                                                                           In the Computer category, Hispanic allocation faded away to 0.2%
                                                                                                                                                                           in 2009 down from 0.6% a year ago. Hispanic spending declined by
                                                                                                                                                                           $4M taking the entire category’s Hispanic media spending to barely
                                                                                                                                                                           $2M in 2009.

                                                                                                                                                                           Microsoft Corporation’s Hispanic media dollars decreased by 58% in
                                                                                                                                                                           2009 to just $1.8M or 0.4% of its overall media dollars. Dell, Inc.,
                                                                                                                                                                           Apple Computer, Inc., and Hewlett-Packard Company’s combined
                                                                                                                                                                           Hispanic media dollars did not even reach $70,000 in 2009.


                      AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

16          association of hispanic advertising agencies                                                                                        www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies                 17
                                     association of hispanic advertising agencies                                                                                                                                                 association of hispanic advertising agencies


                                     hispanic marketing                                                                                                                                                                                 hispanic marketing
     2010                            investment trends                                                                                                                                                                                   investment trends                                                  2010

●    Financial Services: Credit Cards                                           HEALTH & BEAUTY                                                                             ●    Drug Chains                                                                 Trailing the category were Merck & Co., Inc., and Shire Pharmaceuticals
                                                                                                                                                                                                                                                             Group plc. Merck decreased its Hispanic media dollars by 38% in 2009
The Credit Cards category contracted immensely in 2009 by nearly                                                                                                            In the Retail-Drug Chain category, Hispanic allocation decreased to              taking its Hispanic media spend down to $5M resulting in a Hispanic
                                                                                ●    Personal Care-Cosmetics-Skin Care
21%. Hispanic allocation receded to hardly 0.6% from 2.3% a year                                                                                                            6.3% in 2009, down from 7.9% a year earlier. Hispanic spending                   allocation level of less than 1% of the overall media dollars. Shire also
earlier. Hispanic media spending fell by $22M or 81% to just $5M in                                                                                                         decreased by $1.4M or 5.9% to $23M in 2009.                                      decreased its Hispanic media dollars by 14% taking its Hispanic media
                                                                                Makers of such pampering products as bath and body oil, moisturizer,
2009: an enormous drop from $27M in 2008. Yet, MasterCard® held                                                                                                                                                                                              spending down to $0.
                                                                                false eyelashes and eye shadow continue to experience enormous                              The Walgreen Company increased its Hispanic media dollars modestly
its ground in the Hispanic segment while its competitors nearly van-
                                                                                growth. Basics for the Latina include lipstick, eyeliner, mascara,                          by 9% from 2008 bumping its total Hispanic media spend to $18.8M
ished. MasterCard® increased its Hispanic spending slightly by                                                                                                                                                                                               Over recent years, dollars invested in the U.S. Hispanic market by
                                                                                makeup, nail care products, sunscreen and fragrances. Perennial top                         and its allocation level to 8.7%. CVS Caremark Corp also increased its
3% over 2008 taking its Hispanic media spending to $5M and                                                                                                                                                                                                   makers of prescription drugs such as CRESTOR® and Pulmicort have
                                                                                players in the Hispanic market continue to invest millions of dollars into                  Hispanic media dollars slightly by 3% from 2008 moving its Hispanic
Hispanic allocation to 3.1%.                                                                                                                                                                                                                                 dropped off a cliff. The dip in overall dollars has been the result of less
                                                                                these loyal consumers who drive growth for their brands.                                    media spending up to $3.6M and ending the year with a 3.1% Hispanic              activity in Spanish-language network television. Boehringer continues
Other major players —American Express, Visa, Inc., DISCOVER® —                                                                                                              allocation level. Trailing way behind, Rite Aid Corporation, which               its multimillion-dollar Hispanic marketing push for its Flomax® prostate
                                                                                Despite individual company gains, the Personal Care-Cosmetics-Skin
decreased their Hispanic dollars to a combined spend of a negligible                                                                                                        increased its Hispanic media dollars by 1% over last year, nudging its           treatment medication.
                                                                                Care category decreased its Hispanic allocation slightly to 4.5% in
$200,000. In fact, Visa cut its spending almost completely last year.                                                                                                       Hispanic media spend to $482,000 and barely allocating 1.4% of its
                                                                                2009, down from 4.9% in 2008. Hispanic media spending decreased
Evident in 2009 was a shift in strategy to increased local-level activity                                                                                                   overall media dollars to Hispanic media.                                         In sharp contrast, the over-the-counter medicines, pain and cold
                                                                                by $15M, from $99.7M to $84.8M, or a 15% decrease. Advertisers
and a pull-back in more expensive national media. MasterCard®                                                                                                                                                                                                remedies divisions of the same pharmaceutical companies have been
                                                                                in the Cosmetics category rank among the top spenders in Spanish-
eliminated Hispanic network television from its marketing mix and                                                                                                                                                                                            heavy users of Spanish-language media over the last several years. Most
                                                                                language publications and are highly active with Spanish-language                           ●    Pharmaceuticals                                                             of the dollars devoted to these products have gone to national television
invested the bulk of its Hispanic ad dollars to spot television, and a
                                                                                network television.
small portion allocated to magazines. For some credit card companies,                                                                                                                                                                                        campaigns on Spanish-language television networks while advertising on
                                                                                                                                                                            In the $6.5 billion Pharmaceuticals advertising category, Hispanic
strategies have moved into cyberspace with Spanish-language Web                 Leading the category are: The L’Oréal Group; Guthy-Renker, LLC;                                                                                                              Spanish-language radio remains strong.
                                                                                                                                                                            allocation receded to 2% in 2009 down from an already miniscule
sites, which offer financial tools designed to help customers manage             and AVON Products, Inc.. L’Oréal invested $36M to target Latinas in                         2.4% a year earlier. Hispanic media spending decreased considerably
their credit card accounts to avoid fees, maintain good interest rates          2009, down from $43M in 2008 and ending at a 5% Hispanic                                    by 19.5% or $32M, down from $165M in 2008 to $133M in 2009.                      ●     Diet-Supplements-Vitamins
and protect their access to credit.                                             allocation. Guthy-Renker is the most well-known cosmetics direct
                                                                                response company in the ‘general’ market becoming a major player                            Leading the category from an allocation perspective were Germany’s               In the Diet-Supplements-Vitamins category, Hispanic allocation nearly
                                                                                among Hispanics heavily investing in the promotion of Proactiv® Acne                        CH Boehringer Sohn AG & Co. KG, and Johnson & Johnson.
●    Financial Services: Investment Firms                                                                                                                                                                                                                    evaporated to 0.8% in 2009, down from 1.2% a year earlier to a dainty
                                                                                Solution skin treatment products in traditional Spanish-language media.                     Boehringer increased its Hispanic media dollars by 9% in 2009 taking             $3.3M in Hispanic media spending.
In the Investment Firms segment of the Financial Services category,             Guthy-Renker increased its Hispanic media spending by 11% from                              its Hispanic media spending up to $22M at a Hispanic allocation level
Hispanic allocation died out to 0% in 2009 from 0.4% a year earlier.            2008 to $17M in 2009, and its Hispanic allocation to 22.4% of its                           of 9.1%. Johnson & Johnson also increased its Hispanic media                     Iovate Health Sciences, Inc., producer of the most effective diet and
Hispanic media spending decreased 96%, down from a scant $3.8M                  overall media budget. AVON ranked second in the category in 2009                            dollars by 5% from 2008 taking its Hispanic media spending up to                 sports supplements in the world, is the only major player that increased
in 2008 to barely $0.2M in 2009. Credit Suisse Group, Fidelity                  after increasing its Hispanic media dollars by 16.5%, which took its                        $54M but with a much lower Hispanic share of overall media dollars               its Hispanic media dollars edging up to $3M and a 4.0% Hispanic
Investments, and Vanguard ended the year with a combined Hispanic               media spend up to $9M and its Hispanic allocation level to 17%. Alticor                     at only 5.3%. Second to J&J in Hispanic media spend is Pfizer Inc.,               allocation level in 2009. All other major national advertisers including
media spend of only $100,000.                                                   Global Holdings, Inc. (Amway), and its color cosmetics beauty line ART-                     which invested $41M in 2009, but just a 3.1% allocation of its                   Basic Research Zoller Laboratories, General Nutrition Centers (GNC)
                                                                                ISTRY®, reentered the Hispanic market in 2009 backed by 13%                                 overall media dollars to reach Hispanics.                                        and Artal Luxemborg SA have decreased their Hispanic media dollars
                                                                                of its overall media budget or $4M.                                                                                                                                          to less than $100,000 combined. Thus, Latino neighborhood Botánicas
                                                                                                                                                                                                                                                             have nothing to fear.
                                                                                In contrast, at the bottom of the category in 2009 were MacAndrews
                                                                                & Forbes Holdings, Inc., (Revlon®), which decreased its allocated
                                                                                Hispanic media dollars by 1.5% from 2008 taking its total Hispanic
                                                                                media spending down to $1.8M and its allocation level to 1.3%.
                                                                                Kao Corporation (Kanebo Cosmetics, Inc.), which decreased its
                                                                                Hispanic media dollars by 2.7% from 2008 nearly eliminated its
                                                                                Hispanic media spend.




                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

18          association of hispanic advertising agencies                                                                                         www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies                  19
                                     association of hispanic advertising agencies                                                                                                                                                 association of hispanic advertising agencies


                                     hispanic marketing                                                                                                                                                                                 hispanic marketing
     2010                            investment trends                                                                                                                                                                                   investment trends                                                  2010

INSURANCE                                                                       ●    Insurance: Life                                                                        MEDIA CONVERGENCE                                                                ●     Telecom

                                                                                The soft consumer market conditions of 2009 created a most                                                                                                                   The telecom industry continues undergoing a makeover, countering the
●    Insurance: Auto                                                                                                                                                        ●    Media & Entertainment — Subscription TV/Radio
                                                                                challenging environment for the U.S. insurance industry. Competition                                                                                                         collapse of wireline voice. Wireless has become the communications
                                                                                within the category was reduced as many firms faced dreadful pressure                                                                                                         choice of consumers. While wireless penetration is also seeing signs
Hispanic allocation in this category decreased slightly to 9.5% in 2009,                                                                                                    Allocations to Hispanic in this category increased to 18% in 2009 up
                                                                                from exposure to real estate-backed securities causing losses in their                                                                                                       of age, the category is adding exciting data-rich and media applications
down from 10% a year earlier. Hispanic media spending decreased by                                                                                                          from 12% over 2008 — leading all other consumer categories in terms
                                                                                investment portfolios, hurting earnings of life insurers and forcing many                                                                                                    seeking to entertain and become consumers’ primary connectivity tool,
$13M or 9% to $132M in 2009 vs. $145M in 2008.                                                                                                                              of allocation level. Hispanic media dollars increased dramatically by
                                                                                to take government bailout funds.                                                                                                                                            all while growing their average revenue per user (ARPU).
                                                                                                                                                                            $164M to $319M in 2009, which represented a 105% increase in
Both Best-In-Class players — State Farm Mutual Insurance Company                                                                                                            Hispanic media spending.
                                                                                The Life Insurance category is way behind Auto Insurance in tapping                                                                                                          Hispanic allocation in this category increased to 9.3% in 2009 up from
and The Allstate Corporation — bumped down their Hispanic invest-
                                                                                the full potential of Hispanic consumers. Hispanic allocation in the                                                                                                         8.2% a year earlier. In 2009, media dollars increased by $17M to
ments. State Farm decreased Hispanic media dollars by close to 6%                                                                                                           Leading the category were DIRECTV Holdings, LLC and EchoStar
                                                                                category decreased slightly to 1% in 2009 from 1.5% in 2008, and                                                                                                             $400M which represented a 4.5% increase in Hispanic media spending
over 2008 taking its total Hispanic media spend down from $87M to                                                                                                           Communications Corp. DIRECTV increased its Hispanic media dollars
                                                                                media dollars decreased $1M or 34% from a mere $3.3M in 2008 to                                                                                                              vs. $383M in 2008.
$82M, but maintaining the industry’s highest Hispanic allocation at 26%.                                                                                                    by 15.3% in 2009 taking its Hispanic media spending to $167M
                                                                                only $2.2M in 2009.
Allstate decreased its Hispanic media dollars by a larger 22% in 2009,                                                                                                      and its allocation level to a high of 40%. EchoStar increased its                Four wireless services companies dominated the landscape when it
purchasing $40M in Hispanic media or 17% Hispanic share of their                Metropolitan Life Insurance Company decreased its Hispanic media                            Hispanic media dollars by 22% from 2008 taking its Hispanic media                comes to reaching Latino consumers. AT&T™, Verizon, Sprint™, and
overall corporate media budget. In total contrast, The Progressive              dollars to just $96,000 and a 0.2% allocation to Hispanic media. Not                        spending to $70.6M and its allocation level to 22.5%. Time Warner                T-Mobile®: each had robust marketing initiatives in the Latino market.
Corporation and Liberty Mutual Group didn’t quite get the Hispanic              far behind is MassMutual Life Insurance Company, which decreased                            Cable directed 18% of its overall media dollars to Hispanic media or             In terms of allocation to Hispanics, Leap Wireless International, Inc.,
opportunity. Progressive only allocated 0.7% of its TV, radio & print           Hispanic media dollars down to $65,000 and a 0.3% allocation. New                           $33M in 2009 accompanied by Dish Direct, Inc., which also dedicated              and MetroPCS Communications, Inc., led the category with 19% and
media budget to wow Hispanic drivers, decreasing Hispanic media                 York Life Insurance Company also decreased its Hispanic media dollars                       18% of its media budget to Hispanic audiences albeit only $6M in                 18% allocation to Hispanic media respectively. Leap increased its His-
dollars by 49% down to $1.8M. And, Liberty Mutual only funneled 0.3%            down to $27,000 ending at a microscopic 0.1% Hispanic allocation                            spend. Following Dish is Cablevision Systems Corporation, which                  panic media dollars by 18% from 2008 taking its Hispanic media spend
of its overall media dollars to Hispanic media — a scant $213,000.              level. Leading the pack, however, is Prudential Financial, Inc., with a                     funneled $14M or 14.3% of its media resources to Hispanic media                  to $13M while Metro PCS also increased its Hispanic media
                                                                                2.5% Hispanic allocation and $2M in Hispanic media dollars.                                 while Comcast® Corporation focused 6% of their media budget or                   dollars by 18% taking its Hispanic media budget to $10M. From a
State Farm activated a flood of multi-platform initiatives using myriad                                                                                                      about $24M to Hispanic media.                                                    sheer dollar investment in Hispanic media, both industry leaders,
of cultural touch points. Sponsorships were a big part of the mix that
                                                                                                                                                                                                                                                             AT&T™ and Verizon, were neck and neck. AT&T™ slightly decreased
includes radio and television spots airing in both English and Spanish.         ●    Insurance: Health                                                                      At the bottom of the category were Cox Enterprises, Inc., and Liberty
                                                                                                                                                                                                                                                             its Hispanic media dollars from 2008, down 4% in 2009 to $124M
Allstate also increased its sponsorship activity, returning as a sponsor                                                                                                    Media Corporation. Cox increased its Hispanic media dollars by 2%
                                                                                                                                                                                                                                                             or 9.5% allocation versus Verizon, which increased Hispanic media
of Univision’s “Premio lo Nuestro a la Música Latina” Awards and of             Private health insurance was faced with continued uncertainty surround-                     from 2008 taking its total Hispanic media spending to $3M and its
                                                                                                                                                                                                                                                             spending by 10% in 2009 to $122M or 8.5% of its overall media
Federación Mexicana de Fútbol (FMF) Asociación, A.C. in the U.S.                ing the impact of the legislative overhaul causing fear and inertia among                   allocation level to a mere 2.4%. Liberty Media decreased its allocated
                                                                                                                                                                                                                                                             budget. Sprint™ invested $65M or 8.5% of its available media
                                                                                marketers. Hispanic allocation decreased somewhat to 1.1% in 2009                           Hispanic media dollars by 40% from 2008 taking its total Hispanic
                                                                                                                                                                                                                                                             resources to the Hispanic segment while Deutsche Telekom AG
                                                                                down from 2% in 2008. Comparatively, dollars spent increased by $4M,                        media spend to $1.4M and a Hispanic allocation level of only 0.9% of
●    Insurance: Other                                                                                                                                                                                                                                        (T-Mobile®) invested $59M or 15.4% of its overall media budget
                                                                                which represented a 63.6% increase in Hispanic media spending to                            its overall media spend.
                                                                                                                                                                                                                                                             to target Hispanics.
                                                                                $11M in 2009 up from $7M in 2008.
Steep losses in investment portfolios deteriorated the underwriting capital
of property and casualty insurers. Aggravated by declines in rates, insurers                                                                                                                                                                                 Network television still receives the lion’s share of advertisers’ budgets.
                                                                                Leading the category from an allocation perspective were Humana and
faced a tough 2009.                                                                                                                                                                                                                                          While local radio remains a key part of AT&T™’s Hispanic outreach,
                                                                                Kaiser Foundation Health Plan, Inc. Humana increased its Hispanic
                                                                                                                                                                                                                                                             Verizon, T-Mobile and Sprint™ have each drastically cut their spot radio
                                                                                media dollars to $3M at a 4.6% Hispanic allocation level. Kaiser
Hispanic allocation decreased to 4.4% in 2009, down from 8.8% in 2008,                                                                                                                                                                                       dollars since 2007.
                                                                                increased its Hispanic media dollars slightly to $1.7M and a 3.8%
which represents a 4.4% decrease in Hispanic allocation. Dollars spent
                                                                                allocation.
decreased by $15.6M, which represents a 56% decrease in Hispanic
media spending to $12M in 2009 vs. $28M in 2008.

Zurich Financial Services Group led its peers with $9.5M in Hispanic
media spending in 2009: a 15% decrease in media dollars from 2008 to
a 7% Hispanic allocation level. Meanwhile, Aflac Incorporated decreased
its Hispanic media dollars from $5M in 2008 to only $548,000 in 2009.


                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

20          association of hispanic advertising agencies                                                                                         www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies                 21
                                     association of hispanic advertising agencies                                                                                                                                                 association of hispanic advertising agencies


                                     hispanic marketing                                                                                                                                                                                 hispanic marketing
     2010                            investment trends                                                                                                                                                                                   investment trends                                                  2010

PACKAGED GOODS                                                                ●     Packaged Goods: Foods                                                                   Among Best-In-Class marketers in the category, Red Bull increased its            RESTAURANTS
                                                                                                                                                                            Hispanic media dollars by 20.7% from 2008 taking its total Hispanic
                                                                              Marketers in the Packaged Goods-Foods category increased their                                media spend up to $9.8M and dedicating 21.0% of its overall media
●    Household and Diversified                                                                                                                                                                                                                                ●     Quick Service Restaurants (QSR)
                                                                              combined Hispanic allocation modestly to 4.8% in 2009, up from 4.5%                           budget to Hispanic. Innovation Ventures, LLC, makers of Living
                                                                              a year earlier. Dollars to Hispanic media increased by $28.5M, which                          Essentials’ 5 Hour Energy®, increased its 2009 Hispanic media
In the Packaged Goods category, Hispanic allocation increased to                                                                                                                                                                                             The Restaurant category overall fought the recession relentlessly,
                                                                              represented a 14% increase to $232M in 2009 vs. $203M in 2008.                                dollars by 10% taking its Hispanic media spend up to $6.6M and
6.8% in 2009 up from 5.7% in 2008, representing a 1% increase                                                                                                                                                                                                shoring up core consumers and implementing some calculated
in Hispanic allocation. Media dollars increased by $19M, which                                                                                                              its allocation level to 10%.                                                     strategies to strengthen brand offerings. The industry tried to convince
                                                                              Leading in allocation were Best-In-Class Groupe Danone and Mars,
represented a 6% increase in Hispanic media spending to $337M in              Inc. Groupe Danone increased its Hispanic media dollars by 60% over                                                                                                            consumers to feel good about the inherent value of fast food while
                                                                                                                                                                            Despite Hispanics’ huge thirst for soda, The Coca-Cola Company
2009 from $318M in 2008.                                                      2008 taking its Hispanic media spending up to $15M and its Hispanic                                                                                                            trading down from casual restaurants, using innovation and healthier
                                                                                                                                                                            decreased its Hispanic media dollars by 10% but continued to lead its
                                                                              allocation level to 12%. Mars, which merged with Wm. Wrigley Jr.                                                                                                               choices as drivers. The top Quick Service Restaurant chains attained
Among Best-In-Class marketers were Colgate-Palmolive Company and                                                                                                            closest competitor, PepsiCo, with $25M in Hispanic media spend and
                                                                              Company in 2008, increased its Hispanic media dollars by 9% in 2009                                                                                                            a giant year in sales with the exception of Wendy’s®, KFC, Domino’s
SC Johnson & Son, Inc. Colgate-Palmolive increased its Hispanic me-                                                                                                         a 6.7% allocation level. In sharp contrast, PepsiCo has simply pulled
                                                                              taking its Hispanic media spend up to $39M and reaching a 10%                                                                                                                  and Quizno’s.
dia dollars by 21.7% in 2009 taking its Hispanic media spending up to                                                                                                       back as a major Hispanic market player, decreasing its Hispanic media
                                                                              allocation level. In terms of Hispanic media spending, General Mills led                      dollars by 9% from 2008 taking its total Hispanic media spending down
$24M or a massive 22% share of its overall media budget. SC Johnson                                                                                                                                                                                          In the Restaurants-QSR segment, Hispanic allocation increased to
                                                                              the Foods category with $73M invested in 2009 to target Hispanics and                         to a mere $5M or 1.0% share of its $505M overall US radio, TV & print
decreased its Hispanic media dollars by 14% over 2008, taking its total                                                                                                                                                                                      9.2% in 2009, up from 8.3% a year earlier. Hispanic media budgets
                                                                              a 9% allocation of its overall media budget. General Mills is banking on                      media budget. Similarly, Ocean Spray Cranberries, Inc., decreased its
Hispanic media spend to $32M and a Hispanic allocation level of 10%.                                                                                                                                                                                         increased $33M, which represented a 12% increase in Hispanic media
                                                                              Hispanics, baby boomers and their children, dubbed “millenials,” to drive                     allocated Hispanic media dollars by 0.1% to a measly $85,000 and a               spend in 2009 to $313M.
In terms of Hispanic media spending, Procter & Gamble Company led             profits. Last year, the company intensified its outreach to Hispanics,                          0.3% allocation level.
the category, and ranked second among all marketers behind DIRECTV,           signing several high-profile sponsorship deals and launching a multi-                                                                                                           AFC Enterprises, Inc. (Popeye’s) increased its Hispanic media dollars
with $163M invested in 2009 in Hispanic media or a 7.4% allocation            brand, multi-platform marketing initiative, which included a quarterly                        Meanwhile, Dr Pepper Snapple Group, Inc., which includes among                   by 16.5% over 2008 taking their total Hispanic media spending up to
of its overall media budget. Unilever follows with a strong investment        Spanish-language lifestyle magazine and vignettes on Univision’s                              its brands Dr Pepper, 7Up, Canada Dry, Peñafiel and Squirt, has fired              $17.5M and Hispanic allocation level to an industry record of 31%.
record of $65M in Hispanic media ending last year with a 9.3% His-            morning show “Despierta America.”                                                             up its Hispanic efforts in a big way. In 2009, the company nearly                Trimaran Capital Partners, LLC (El Pollo Loco) followed in allocation
panic allocation. The Clorox Company invested nearly as much as SC                                                                                                          tripled its Hispanic media spend from $3M to $8.6M dedicating 6%                 channeling 19% of its overall media resources to Hispanic media or
                                                                              Second in Hispanic media spending is Nestlé with a $42M investment                            of its ad budget to Hispanic media. Appearing on local Spanish-
Johnson, $31M in the Hispanic segment in 2009, or 8% of its overall                                                                                                                                                                                          $5M in 2009. Both Jack-In-The-Box, Inc. and SONIC® dedicated
                                                                              in 2009 or 7.4% of its overall media dollars. Kraft Foods, Inc., ranks                        language television is a hip, bicultural, youth-oriented spot for
media dollars.                                                                                                                                                                                                                                               about 12% of their media budgets to increase Hispanic traffic at their
                                                                              third in the Foods category with a $24M investment but a much lower                           Dr Pepper featuring the music of Latin recording artist Cucu                     chains. Jack-In-The-Box (which also owns Qdoba Mexican Grill®)
Among those in the category that fell in the Don’t-Get-It tier, Reckitt       Hispanic allocation of only 3.8% compared to the above.                                       Diamantes and street teams in major Southwestern DMAs.                           maintained its Hispanic spend around $14M while SONIC® increased
Benckiser PLC (Woolite), which decreased its Hispanic media spend                                                                                                                                                                                            its Hispanic media spend by 13% to $21M. Doctor’s Associates, Inc.
                                                                              However, not everyone in the Packaged Goods-Foods category “gets”
to just $168,000. Similarly, Newell Rubbermaid, Inc., decreased its                                                                                                                                                                                          (Subway) kept its Hispanic media dollars nearly flat investing about
year-over-year Hispanic media dollars to only $9,000.
                                                                              the Hispanic appetite. Hormel Foods decreased its 2009 Hispanic                               POLITICAL CAMPAIGNS                                                              $27M and 6.5% of its ad resources to the Hispanic segment.
                                                                              media dollars by 5% taking its Hispanic media spend down to $286,000
                                                                              and an allocation level less than 1% of its overall media budget.
                                                                                                                                                                            Hispanic allocation in the Political Campaigns category increased to
                                                                              In the same way, McCormick decreased its Hispanic media dollars
                                                                                                                                                                            8.2% in 2009, up from 2.2% in 2008. However, since it wasn’t a
                                                                              to just $7,000 in 2009.
                                                                                                                                                                            major election year, Hispanic media dollars decreased by $11M to a
                                                                                                                                                                            mere $3M in 2009 vs. $14M in 2008. Never before 2008 was there
                                                                              ●     Beverages: Non-Spirits                                                                  so much political advertising on Spanish-language television for an
                                                                                                                                                                            election period.
                                                                              In the Beverages-Non-Spirits category, Hispanic allocation increased to
                                                                              5% in 2009 up from 3.9% a year earlier representing a 1.1% increase
                                                                              in Hispanic allocation. Media spending increased by $5.7M, which
                                                                              represented a 10.2% increase in Hispanic media spending to $61.7M
                                                                              in 2009 vs. $56.0M in 2008.




                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

22          association of hispanic advertising agencies                                                                                         www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies              23
                                      association of hispanic advertising agencies                                                                                                                                                association of hispanic advertising agencies


                                      hispanic marketing                                                                                                                                                                                hispanic marketing
     2010                             investment trends                                                                                                                                                                                  investment trends                                                  2010

From a spend perspective, McDonald’s Corporation continued to                   RETAIL                                                                                      and its allocation level to 8.1%. Wal-Mart Stores, Inc., decreased its           ●     Luxury Brands
lead the category with $122M in Hispanic media in 2009 and a 15%                                                                                                            Hispanic media dollars slightly by 2%, but remained the category’s
allocation to the Hispanic segment. Yum! Brands, Inc., ranked second                                                                                                        heaviest investor in Hispanic media at $66M in 2009 with a Hispanic              In the Luxury Brands segment of the Retail category, Hispanic
                                                                                ●    Mass Merchants/Department Stores
among its QSR peers with a $47M Hispanic media spend and a 6.3%                                                                                                             allocation level of 6.4%.                                                        allocation disappeared to 0.2% in 2009 down from 0.3% a year earlier.
Hispanic allocation in 2009. Domino’s Pizza, Inc., ranked fourth                                                                                                                                                                                             Hispanic media dollars decreased to $0.8M in 2009 vs. $1.4M in
                                                                                From big-box retailers to traditional department stores, reaching out
after Subway with a $26M investment in Hispanic media and a 16%                                                                                                                                                                                              2008. Prada Holding NV decreased its Hispanic media dollars down
                                                                                to Latino consumers with campaigns that include Spanish-language                            ●    Furniture
Hispanic allocation surpassing industry leader McDonald’s. Wendy’s®                                                                                                                                                                                          to $9,000. PPR SA (Gucci) decreased its Hispanic media dollars
                                                                                media buys has become an integral part of the marketing mix. Of
trailed behind with just a 9% Hispanic allocation and $23M in media                                                                                                                                                                                          to $48,000 and Rolex S.A. decreased its Hispanic media dollars to
                                                                                the many national and regional retailers in the U.S., five discount and                      In the Retail category-Furniture segment, Hispanic allocation decreased
spend. At the bottom of the category, Quizno’s Sub Shop decreased its                                                                                                                                                                                        $11,000.
                                                                                full-service department store chains have been particularly active with                     slightly to 4.2% in 2009, down from 4.4% in 2008. Hispanic media
Hispanic media to only $9,000.                                                  their Spanish-language advertising. Spanish-language network televi-                        spending decreased by $6M, which represented a 13% decrease to
Quick-service restaurants continue to perform strongly and their
                                                                                sion was the medium of choice to reach Hispanic consumers in 2009.                          $41.3M in 2009 vs. $47.5M in 2008.                                               ●     Appliances
                                                                                Department stores also invested heavily at the local level through spot
marketing outreach to Hispanics hasn’t slowed down. For the most
                                                                                television and spot radio.                                                                  Rent-A-Center, Inc., increased its Hispanic media dollars by 21% from            In the Appliances segment, Hispanic allocation remained at zero in
active restaurant companies, Spanish-language network television
                                                                                                                                                                            2008 taking its Hispanic media spending up to $6M and its Hispanic               2009, which is where it was a year earlier. All major appliance
remains the medium of choice to reach Latinos. Spanish-language                 In the Retail category-Mass Merchants/Department Stores segment,                            allocation level to 20.8%. Living Spaces Furniture channeled about               marketers — Whirlpool Corporation, Oreck Corporation, Dyson, Inc.,
cable networks are on track to once again see an increase in advertis-          Hispanic allocation decreased to 7.6% in 2009, down from 9.5% a                             12.3% or $4M of its overall media budget to attract Hispanic buyers              and Electrolux — decreased their Hispanic media dollars down to zilch.
ing dollars. At the local level, the bulk of the dollars go to spot radio;      year earlier representing a 2% decrease in Hispanic allocation.                             to its stores. Rooms-To-Go, Inc., increased its Hispanic media dollars
Spanish-language newspapers also see a steady stream of activity                Hispanic media spending decreased by $22M, which represented a                              by 10% in 2009 taking its Hispanic media spending up to $18M and
from the QSR crowd.                                                             12% decrease in Hispanic media spending in 2009 to $162.5M                                  its allocation level to 10%. On the opposite end of the category, Art
                                                                                                                                                                                                                                                             ●     Retail: Other
                                                                                versus $184M in 2008.                                                                       Van Furniture, Inc., decreased its Hispanic media dollars by 16% down
                                                                                                                                                                                                                                                             Academy Precision Materials increased its Hispanic media dollars by
●    Casual                                                                                                                                                                 to $0 and Furniture Brands International, Inc., decreased its Hispanic
                                                                                                                                                                                                                                                             5.0% in 2009 to $2M and a 6.9% Hispanic allocation level. All other
                                                                                Sears Holdings Corporation increased Hispanic media dollars by 9.6%
                                                                                                                                                                            media dollars by 24% to $11,000.
                                                                                over 2008 taking its Hispanic media spending up to $56.5M and its al-                                                                                                        major players in this segment didn’t make meaningful investments in
Among casual restaurants, Applebee’s® was the lone star gaining sig-
                                                                                location level to 9.6%. Target Corporation increased its Hispanic media                                                                                                      Hispanic media, including Sun Glass Hut International, Inc., PetSmart®,
nificant sales ground. In the Casual Restaurants segment,
                                                                                dollars by 3% over 2008 taking its Hispanic media spend up to $40M                                                                                                           and Big Lots, Inc.
Hispanic allocation increased to 5.8% in 2009 up from 4.5% in
2008. Hispanic media dollars increased by $11M, which represents
a 37% increase to $41M in 2009 vs. $30M in 2008.

Investors Management Corp. (Golden Corral) and Denny’s led the
casual dining category. Golden Corral directed 12.6% of its budget to
Hispanic media or $4M in buys. Denny’s increased its Hispanic media
dollars by 12.5% taking its Hispanic media spend up to $7M and its
Hispanic allocation level to 12.5%. At the opposite extreme, Brinker
International®, Inc. (Chili’s) decreased its Hispanic media dollars to
$10,000 or a 0.01% allocation level.




                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

24          association of hispanic advertising agencies                                                                                         www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies             25
                                    association of hispanic advertising agencies                                                                                                                                                         association of hispanic advertising agencies


                                    hispanic marketing                                                                                                                                                                                      hispanic marketing
     2010                           investment trends                                                                                                                                                                                        investment trends                                               2010

     2009: CATEGORY RANKING WITH TOP COMPANY INVESTORS BY
     HISPANIC MEDIA SPENDING AND ALLOCATION
                                                                            CATEGORY LEVEL                                                         COMPANY                                                                                   COMPANY
       HISPANIC                                                              HISPANIC        1 = BEST-IN-CLASS
      ALLOCATION                    CATEGORY                      2009      ALLOCATION       2 = LEADER
                                                                                                                                       HISPANIC TOP INVESTOR COMPANY                                                              HISPANIC TOP ALLOCATION COMPANY
         RANK                                                   HISPANIC        OF           3 = FOLLOWER
                                                                                                                                                   $ (000S)                                                                           % OF OVERALL MEDIA SPEND
                                                                $$$ (000)    OVERALL         4 = LAGGARD
                                                                              SPEND          5 = DON’T-GET-IT
          1        Direct Consumer Marketing                $    72,030       18.5%          Best-In-Class       Green Bullion Financial Services-Cash4Gold            $   54,289     Green Bullion Financial Services-Cash4Gold                       39.0%        Best-In-Class

          2        Media & Entert-Subscription TV/Radio     $ 319,144         17.9%          Best-In-Class       DIRECTV Holdings                                      $ 167,136      DIRECTV Holdings                                                 40.1%        Best-In-Class

          3        Beer                                     $ 175,379         15.5%          Best-In-Class       Stichting Anheuser-Busch InBev                        $   55,673     Femsa-Tecate Dos XX                                              36.7%        Best-In-Class

          4        Fitness-Sports                           $    18,836       11.3%          Leader              Harbinger Capital Partners -Bally’s Total Fitness     $   16,139     Harbinger Capital Partners-Bally’s Total Fitness                 38.6%        Best-In-Class

          5        Financial—Services-Taxes                 $    18,226       11.1%          Leader              H&R Block Inc                                         $   17,499     H&R Block Inc                                                    12.5%        Best-In-Class

          6        Insurance-Auto                           $ 132,192          9.5%          Leader              State Farm Mutual Automobile Ins Co                   $   81,930     State Farm Mutual Automobile Ins Co                              25.8%        Best-In-Class

          7        Telecom                                  $ 400,600          9.3%          Leader              AT&T Inc                                              $ 123,919      Leap Wireless Intl Inc                                           18.7%        Best-In-Class

          8        Restaurants-QSR                          $ 312,595          9.2%          Leader              McDonalds Corp                                        $ 121,628      AFC Enterprises Inc-Popeye’s                                     31.0%        Best-In-Class

          9        Political Campaigns                      $      3,249       8.2%          Leader              Bloomberg Mike For Mayor                              $    3,249     Bloomberg Mike For Mayor                                          8.2%        Leader

         10        Retail-Mass Merch/Dept Stores            $ 162,456          7.6%          Leader              Wal-Mart Stores Inc                                   $   66,124     Sears Holdings Corp                                               9.6%        Leader

         11        Packaged Goods                           $ 337,040          6.8%          Leader              Procter & Gamble Co                                   $ 163,320      Colgate-Palmolive Co                                             21.8%        Best-In-Class

         12        Non-Profit                                $    27,732        6.7%          Leader              St Jude Childrens Research Hospital                   $   23,464     St Jude Childrens Research Hospital                              48.1%        Best-In-Class

         13        Home Improvement                         $    85,161        6.4%          Leader              Home Depot Inc                                        $   41,379     Lowes Cos Inc                                                    10.8%        Leader

         14        Government                               $ 181,256          6.4%          Leader              US Government                                         $ 145,566      State Of Texas                                                   11.1%        Leader

         15        Retail-Drug                              $    22,876        6.3%          Follower            Walgreen Co                                           $   18,763     Walgreen Co                                                       8.7%        Leader

         16        Supermarkets                             $    33,430        6.1%          Follower            Safeway Inc                                           $   15,920     H. E. Butt Grocery Co. (H-E-B)                                   12.2%        Best-In-Class

         17        Retail-Apparel                           $ 144,271          5.8%          Follower            JC Penney Co Inc                                      $   50,055     Collective Brands Inc-Payless ShoeSource                         24.9%        Best-In-Class

         18        Restaurants-Casual                       $    41,274        5.8%          Follower            Darden Restaurants Inc-Red Lobster, Olive Garden      $   19,295     Investors Management Corp-Golden Corral                          12.6%        Best-In-Class

         19        Beverages-Non-Spirits                    $    61,716        5.0%          Follower            Coca-Cola Co                                          $   25,117     Red Bull GMBH                                                    21.0%        Best-In-Class

         20        Packaged Goods-Foods                     $ 231,679          4.8%          Follower            General Mills Inc                                     $   72,673     Groupe Danone                                                    12.0%        Best-In-Class

         21        Auto Manufacturers                       $ 194,540          4.6%          Follower            Toyota Motor Corp                                     $   68,545     Toyota Motor Corp                                                 8.5%        Leader

         22        Personal Care—Cosmetics-Skin Care        $    84,777        4.5%          Follower            Loreal SA                                             $   35,717     Guthy-Renker LLC                                                 22.4%        Best-In-Class

         23        Insurance-Other                          $    12,111        4.4%          Follower            Zurich Financial Services Group                       $    9,508     Zurich Financial Services Group                                   7.1%        Leader

         24        Media & Entertainment                    $ 221,471          4.2%          Follower            Vivendi SA                                            $   77,509     Vivendi SA                                                       42.6%        Best-In-Class

         25        Auto-Dealer                              $      7,892       4.2%          Follower            AutoNation Inc                                        $    5,822     AutoNation Inc                                                    5.2%        Follower

         26        Retail-Electronics                       $    22,753        4.2%          Follower            Best Buy Co Inc                                       $   11,298     RadioShack Corp                                                  10.5%        Leader

         27        Furniture                                $    41,333        4.2%          Follower            Rooms To Go Inc                                       $   18,121     Rent-A-Center Inc                                                20.8%        Best-In-Class

         28        Financial Services—Banks-Mortgage        $    46,329        4.0%          Follower            Wells Fargo & Co                                      $   14,294     Wells Fargo & Co                                                 11.1%        Leader


                   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.        AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

26       association of hispanic advertising agencies                                                                                              www.ahaa.org        www.ahaa.org                                                                                       association of hispanic advertising agencies   27
                                    association of hispanic advertising agencies                                                                                                                                                      association of hispanic advertising agencies


                                    hispanic marketing                                                                                                                                                                                   hispanic marketing
     2010                           investment trends                                                                                                                                                                                     investment trends                                                  2010

     2009: CATEGORY RANKING WITH TOP COMPANY INVESTORS BY
     HISPANIC MEDIA SPENDING AND ALLOCATION (CONTINUED)
                                                                            CATEGORY LEVEL                                                       COMPANY                                                                                   COMPANY
       HISPANIC                                                              HISPANIC        1 = BEST-IN-CLASS
      ALLOCATION                    CATEGORY                      2009      ALLOCATION       2 = LEADER
                                                                                                                                       HISPANIC TOP INVESTOR COMPANY                                                            HISPANIC TOP ALLOCATION COMPANY
         RANK                                                   HISPANIC        OF           3 = FOLLOWER
                                                                                                                                                   $ (000S)                                                                         % OF OVERALL MEDIA SPEND
                                                                $$$ (000)    OVERALL         4 = LAGGARD
                                                                              SPEND          5 = DON’T-GET-IT
         29        Electronics-Other                        $    67,077        3.5%          Laggard             Vignette Parent                                       $   23,604      Vignette Parent                                               26.9%         Best-In-Class

         30        Education                                $    19,246        3.4%          Laggard             ITT Educational Services Inc                          $   14,738      ITT Educational Services Inc                                   9.2%         Leader

         31        Auto Parts                               $    19,213        3.3%          Laggard             AutoZone Inc                                          $   13,248      AutoZone Inc                                                  19.0%         Best-In-Class

         32        Private Investment Firms                 $    41,345        3.1%          Laggard             TPG Capital LP-Burger King, Univision, Other          $   32,458      TPG Capital LP-Burger King, Univision, Other                  11.4%         Leader

         33        Auto-Dealers Assn                        $    31,295        3.0%          Laggard             Ford Motor Co-DA                                      $   18,478      Ford Motor Co-DA                                               5.2%         Follower

         34        Energy                                   $      9,548       2.8%          Laggard             BP PLC                                                $   3,642       Chevron Corp                                                   4.7%         Follower

         35        Travel                                   $    19,397        2.3%          Laggard             Southwest Airlines Co                                 $   11,637      AMR Corp                                                      11.0%         Leader

         36        Toys                                     $      7,541       2.1%          Laggard             Toys R Us Holdings Inc                                $    7,524      Toys R Us Holdings Inc                                         8.0%         Leader

         37        Pharmaceuticals                          $ 132,510          2.0%          Laggard             Johnson & Johnson                                     $   54,423      C.H. Boehringer Sohn                                           9.1%         Leader

         38        Apparel                                  $      6,626       1.6%          Laggard             Levi Strauss & Co                                     $    5,902      Levi Strauss & Co                                             11.5%         Leader

         39        Consumer Services-Diversified             $    14,097        1.3%          Laggard             Berkshire Hathaway Inc                                $    8,318      Koch Industries Inc-Georgia Pacific                             5.0%         Follower

         40        Insurance-Health                         $    11,056        1.1%          Laggard             UAW Health Care Trust                                 $    3,587      Humana Inc                                                     4.6%         Follower

         41        Insurance-Life                           $      2,182       1.1%          Laggard             Prudential Financial Inc                              $    1,995      Prudential Financial Inc                                       2.5%         Laggard

         42        Retail-Other                             $      3,061       0.9%          Don’t Get It        Academy Corp-Academy Precision Materials              $    2,046      Academy Corp-Academy Precision Materials                       6.9%         Leader

         43        Diet—Supplements-Vitamins                $      3,349       0.8%          Don’t Get It        IOVATE Health Sciences Group Inc                      $    3,158      IOVATE Health Sciences Group Inc                               4.0%         Follower

         44        Beverages-Spirits                        $      3,039       0.7%          Don’t Get It        Diageo PLC                                            $    2,292      Diageo PLC                                                     2.2%         Laggard

         45        Financial Services-Credit Cards          $      5,229       0.6%          Don’t Get It        Mastercard Inc                                        $    4,917      Mastercard Inc                                                 3.1%         Laggard

         46        Retail-Online                            $        862       0.5%          Don’t Get It        eBay Inc                                              $      761      eBay Inc                                                       2.2%         Laggard

         47        Luxury Brands                            $       786        0.2%          Don’t Get It        Dolce & Gabbana SRL                                   $      497      Dolce & Gabbana SRL                                            0.8%         Don’t Get It

         48        Electronics-Computer                     $      1,875       0.2%          Don’t Get It        Microsoft Corp                                        $    1,810      Microsoft Corp                                                 0.4%         Don’t Get It

         49        Apparel-Shoes                            $        380       0.2%          Don’t Get It        Skechers USA Inc                                      $      356      Skechers USA Inc                                               0.5%         Don’t Get It

         50        B2B                                      $      1,501       0.2%          Don’t Get It        Valassis Communications Inc                           $      321      Valassis Communications Inc                                    0.5%         Don’t Get It

         51        Retail-Jewelry                           $        437       0.1%          Don’t Get It        Bradford Exchange Ltd                                 $      182      Bradford Exchange Ltd                                          0.2%         Don’t Get It

         52        Financial Services-Investment Firms      $        171       0.0%          Don’t Get It        Credit Suisse Group AG                                $       68      Credit Suisse Group AG                                         0.2%         Don’t Get It

         53        Appliances                               $           0      0.0%          Don’t Get It        Whirlpool Corp                                        $        0      Whirlpool Corp                                                 0.0%         Don’t Get It




                   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.        AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

28       association of hispanic advertising agencies                                                                                             www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies   29
                                        association of hispanic advertising agencies                                                                                                                                                   association of hispanic advertising agencies


                                        hispanic marketing                                                                                                                                                                                 hispanic marketing
     2010                               investment trends                                                                                                                                                                                   investment trends                                               2010

2009: TOP 50 COMPANIES RANKED BY HISPANIC ALLOCATION AND TIER
                                                                              HISPANIC   NON-HISPANIC         OVERALL    % ALLOCATION           TIER                                                                                                        HISPANIC   NON-HISPANIC         OVERALL    % ALLOCATION            TIER
  HISPANIC                                                                                                                               1 = BEST IN CLASS                     HISPANIC                                                                                                                               1 = BEST IN CLASS
                                                                                                              2009          HISPANIC                                                                                                                                                       2009          HISPANIC
 ALLOCATION             COMPANY                          CATEGORY            2009            2009                                        2 = LEADER                           ALLOCATION              COMPANY                          CATEGORY            2009            2009                                       2 = LEADER
                                                                                                            OVERALL        ALLOCATION                                                                                                                                                    OVERALL        ALLOCATION
    RANK                                                                   HISPANIC      NON-HISPANIC                                    3 = FOLLOWER                            RANK                                                                    HISPANIC      NON-HISPANIC                                   3 = FOLLOWER
                                                                                                           (NH + HISP)     OF OVERALL                                                                                                                                                   (NH + HISP)     OF OVERALL
                                                                           $$$ (000)       $$$ (000)                                     4 = LAGGARD                                                                                                     $$$ (000)       $$$ (000)                                    4 = LAGGARD
                                                                                                            $$$ (000)        SPEND                                                                                                                                                       $$$ (000)        SPEND
                                                                                                                                         5 = DON’T GET IT                                                                                                                                                             5 = DON’T GET IT
              St Jude Childrens Research                                                                                                                                                                                   Personal Care—Cosmetics-
     1                                       Non-Profit                    $     23,464    $   25,334      $    48,798       48.1%        Best-In-Class                            25        AVON Products Inc                                           $      8,886    $ 43,411        $    52,297       17.0%       Best-In-Class
              Hospital                                                                                                                                                                                                     Skin care
     2        Vivendi SA                     Media & Entertainment        $     77,509    $ 104,420       $ 181,929         42.6%        Best-In-Class                            26        JC Penney Co Inc               Retail-Specialty Apparel     $ 50,055        $ 254,458       $ 304,513         16.4%       Best-In-Class
                                             Media & Entertainment -                                                                                                              27        Dominos Pizza Inc              Restaurants-QSR              $     26,162    $ 136,999       $ 163,161         16.0%       Best-In-Class
     3        DIRECTV Holdings                                            $ 167,136       $ 250,021       $ 417,156         40.1%        Best-In-Class
                                             Subscription TV/Radio                                                                                                                28        SABMiller plc-Miller, Coors    Beer                         $     54,702    $ 296,814       $ 351,516         15.6%       Best-In-Class
              Green Bullion Financial Svcs                                                                                                                                                  Deutsche Telekom AG-
     4                                       Direct Consumer Marketing    $     54,289    $   84,986      $ 139,274         39.0%        Best-In-Class                            29                                       Telecommunications           $     59,042    $ 323,506       $ 382,548         15.4%       Best-In-Class
              LLC - Cash4Gold                                                                                                                                                               T Mobile
              Harbinger Capital Partners                                                                                                                                          30        McDonalds Corp                 Restaurants-QSR              $ 121,628       $ 710,285       $    831,913      14.6%       Best-In-Class
     5                                       Fitness-Sports               $     16,139    $   25,693      $    41,832       38.6%        Best-In-Class
              -Bally’s Total Fitness                                                                                                                                                                                       Media & Entertainment-
              Fomento Economico                                                                                                                                                   31        Cablevision Systems Corp                                    $     14,276    $   85,391      $    99,668       14.3%       Best-In-Class
                                                                                                                                                                                                                           Subscription TV/Radio
     6        Mexicano, S.A.B. de C.V. -     Beer                         $     18,650    $   32,120      $    50,770       36.7%        Best-In-Class                            32        IdeaVillage Products Corp      Direct Consumer Marketing    $     10,616    $   68,007      $ 78,623          13.5%       Best-In-Class
              Tecate Dos XX
                                                                                                                                                                                            Alticor Global Holdings Inc-   Personal Care—Cosmetics-
              Grupo Modelo S.A.B. de                                                                                                                                              33                                                                    $      3,820    $   25,360      $    29,180       13.1%       Best-In-Class
     7                                       Beer                         $     23,315    $   49,720      $    73,035       31.9%        Best-In-Class                                      Amway, Artistry, Nutrilite     Skin care
              C.V. - Corona
                                                                                                                                                                                            Investors Management Corp
              AFC Enterprises Inc -                                                                                                                                               34                                       Restaurants-Casual           $      4,287    $   29,813      $    34,099       12.6%       Best-In-Class
     8                                       Restaurants-QSR              $     17,460    $   38,919      $    56,378       31.0%        Best-In-Class                                      -Golden Corral
              Popeye’s
                                                                                                                                                                                  35        H&R Block Inc                  Financial Services-Taxes     $ 17,499        $ 122,245       $ 139,745         12.5%       Best-In-Class
     9        Heineken NV                    Beer                         $     22,967    $   55,306      $    78,273       29.3%        Best-In-Class
                                                                                                                                                                                  36        Denny’s Corp                   Restaurants-Casual           $      7,013    $   49,279      $ 56,292          12.5%       Best-In-Class
     10       Vignette Parent                Electronics-Other            $     23,604    $   64,261      $    87,865       26.9%        Best-In-Class
                                                                                                                                                                                            H. E. Butt Grocery Co.
              State Farm Mutual                                                                                                                                                   37                                       Supermarkets                 $      3,456    $   24,846      $    28,302       12.2%       Best-In-Class
     11                                      Insurance-Auto               $     81,930    $ 235,524       $ 317,454         25.8%        Best-In-Class                                      (H-E-B)
              Automobile Insurance Co
                                                                                                                                                                                            Living Spaces Furniture
              Collective Brands Inc -                                                                                                                                             38                                       Furniture                    $      3,580    $   25,749      $ 29,329          12.2%       Best-In-Class
     12                                      Retail-Specialty Apparel     $     16,935    $   50,986      $    67,920       24.9%        Best-In-Class                                      LLC-LA
              Payless ShoeSource
                                                                                                                                                                                  39        Jack In The Box Inc            Restaurants-QSR              $     13,787    $ 99,521        $ 113,308         12.2%       Best-In-Class
              EchoStar Communications        Media & Entertainment -
     13                                                                   $     70,633    $ 243,565       $ 314,198         22.5%        Best-In-Class                            40        Groupe Danone                  Packaged Goods-Foods         $     15,254    $ 111,959       $ 127,213         12.0%       Best-In-Class
              Corp                           Subscription TV/Radio
                                                                                                                                                                                  41        SONIC Corp                     Restaurants-QSR              $ 21,350        $ 161,049       $ 182,400         11.7%       Leader
                                             Personal Care—Cosmetics-
     14       Guthy-Renker LLC                                            $     16,766    $   58,024      $    74,789       22.4%        Best-In-Class                            42        Safeway Inc                    Supermarkets                 $     15,920    $ 120,525       $ 136,446         11.7%       Leader
                                             Skin care
                                                                                                                                                                                  43        Levi Strauss & Co              Apparel                      $      5,902    $   45,534      $    51,436       11.5%       Leader
     15       Colgate-Palmolive Co           Packaged Goods               $     24,302    $   87,125      $ 111,428         21.8%        Best-In-Class
                                                                                                                                                                                            TPG Capital LP-Burger King,                                                                                               Leader
     16       Red Bull GMBH                  Beverages - Non-Spirits      $      9,799    $   36,913      $    46,711       21.0%        Best-In-Class                            44                                       Private Investment Firms     $     32,458    $ 251,089       $ 283,546         11.4%
                                                                                                                                                                                            Univision, Other
     17       Rent-A-Center Inc              Furniture                    $      6,332    $   24,104      $    30,436       20.8%        Best-In-Class
                                                                                                                                                                                  45        State Of Texas                 Government                   $      7,838    $   62,537      $    70,375       11.1%       Leader
     18       AutoZone Inc                   Automotive Parts             $     13,248    $   56,542      $    69,790       19.0%        Best-In-Class
                                                                                                                                                                                                                           Financial Services-Banks-
     19       Leap Wireless Intl Inc         Telecommunications           $     12,845    $   55,908      $    68,753       18.7%        Best-In-Class                            46        Wells Fargo & Co                                            $ 14,294        $ 114,484       $ 128,778         11.1%       Leader
                                                                                                                                                                                                                           Mortgage
              Trimaran Capital Partners
     20                                      Restaurants-QSR              $      5,434    $   23,770      $    29,204       18.6%        Best-In-Class                                                                     Travel-Air, Lodging, Car,
              LLC - El Pollo Loco                                                                                                                                                 47        AMR Corp                                                    $      3,639    $   29,551      $    33,190       11.0%       Leader
                                                                                                                                                                                                                           Cruise
                                             Media & Entertainment -
     21       Time Warner Cable Inc                                       $     32,701    $ 145,760       $ 178,461         18.3%        Best-In-Class                            48        Lowes Cos Inc                  Home improvement             $ 33,820        $ 278,464       $ 312,284         10.8%       Leader
                                             Subscription TV/Radio
                                                                                                                                                                                  49        RadioShack Corp                Retail-Electronics           $      9,937    $   84,918      $    94,855       10.5%       Leader
                                             Media & Entertainment -
     22       Dish Direct Inc                                             $      5,728    $   25,884      $    31,612       18.1%        Best-In-Class                                      Innovation Ventures LLC-
                                             Subscription TV/Radio
                                                                                                                                                                                  50        Living Essentials: 5 Hour      Beverages-Non-Spirits        $      6,576    $   57,259      $    63,835       10.3%       Leader
     23       MetroPCS Inc                   Telecommunications           $      9,823    $   45,385      $    55,208       17.8%        Best-In-Class
                                                                                                                                                                                            Energy
     24       Allstate Corp                  Insurance-Auto               $     39,531    $ 190,291       $ 229,821         17.2%        Best-In-Class


                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

30        association of hispanic advertising agencies                                                                                           www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies                  31
                                        association of hispanic advertising agencies                                                                                                                                                    association of hispanic advertising agencies


                                        hispanic marketing                                                                                                                                                                                   hispanic marketing
      2010                              investment trends                                                                                                                                                                                     investment trends                                                2010

2009: TOP 50 COMPANIES RANKED BY HISPANIC MEDIA SPENDING
                                                                     HISPANIC      NON-HISPANIC            OVERALL         % ALLOCATION              TIER                                                                                         HISPANIC       NON-HISPANIC            OVERALL        % ALLOCATION             TIER
HISP $                                                                                                                                      1 = BEST IN CLASS                    HISP $                                                                                                                                 1 = BEST IN CLASS
                                                                                                             2009                                                                                                                                                                          2009
SPEND            COMPANY                    CATEGORY                   2009            2009                                  HISPANIC       2 = LEADER                           SPEND           COMPANY                  CATEGORY                  2009            2009                                  HISPANIC      2 = LEADER
                                                                                                           OVERALL                                                                                                                                                                       OVERALL
 RANK                                                                HISPANIC      NON-HISPANIC $                         ALLOCATION OF     3 = FOLLOWER                          RANK                                                            HISPANIC      NON-HISPANIC $                         ALLOCATION OF    3 = FOLLOWER
                                                                                                          (NH + HISP)                                                                                                                                                                   (NH + HISP)
                                                                     $$$ (000)       $$$ (000)                            OVERALL SPEND     4 = LAGGARD                                                                                           $$$ (000)       $$$ (000)                            OVERALL SPEND    4 = LAGGARD
                                                                                                           $$$ (000)                                                                                                                                                                     $$$ (000)
                                                                                                                                            5 = DON’T GET IT                                                                                                                                                            5 = DON’T GET IT
                                    Media & Entertainment -                                                                                                                       26      Pfizer Inc               Pharmaceuticals             $ 40,708           $   1,253,797      $    1,294,505           3.1%       Laggard
     1    DIRECTV Holdings                                       $ 167,136          $   250,021       $     417,156           40.1%         Best-In-Class
                                    Subscription TV/Radio                                                                                                                                                         Retail-Mass Merch/Dept
                                                                                                                                                                                  27      Target Corp                                         $     39,821       $     450,939      $      490,760           8.1%       Leader
     2    Procter & Gamble Co       Packaged Goods               $ 163,320          $ 2,053,085       $ 2,216,405              7.4%         Leader                                                                Stores
     3    US Government             Government                   $ 145,566          $ 2,166,116       $ 2,311,682              6.3%         Follower                              28      Allstate Corp           Insurance-Auto              $ 39,531           $     190,291      $      229,821         17.2%        Best-In-Class
     4    AT&T Inc                  Telecommunications           $ 123,919          $ 1,179,316       $ 1,303,236              9.5%         Leader                                29      Macys Inc               Retail-Specialty Apparel    $ 38,796           $     797,965      $      836,762           4.6%       Follower
          Verizon                                                                                                                                                                 30      Mars Inc                Packaged Goods-Foods        $ 38,519           $     339,074      $      377,593         10.2%        Leader
     5                              Telecommunications           $ 122,023          $ 1,319,227       $ 1,441,251              8.5%         Leader
          Communications Inc                                                                                                                                                      31      Walt Disney Co          Media & Entertainment       $     35,985       $     776,465      $      812,450           4.4%       Follower
     6    McDonalds Corp            Restaurants-QSR              $ 121,628          $   710,285       $     831,913           14.6%         Best-In-Class                                                         Personal Care—
                                                                                                                                                                                  32      Loreal SA                                           $ 35,717           $     654,802      $      690,519           5.2%       Follower
          State Farm Mutual                                                                                                                                                                                       Cosmetics-Skin Care
     7                              Insurance-Auto               $     81,930       $   235,524       $     317,454           25.8%         Best-In-Class
          Automobile Ins Co                                                                                                                                                       33      Lowes Cos Inc           Home Improvement            $     33,820       $     278,464      $      312,284         10.8%        Leader
     8    Vivendi SA                Media & Entertainment        $     77,509       $   104,420       $     181,929           42.6%         Best-In-Class                                                         Media & Entertainment -
                                                                                                                                                                                  34      Time Warner Cable Inc                               $     32,701       $     145,760      $      178,461         18.3%        Best-In-Class
     9    General Mills Inc         Packaged Goods-Foods         $     72,673       $   746,585       $     819,258            8.9%         Leader                                                                Subscription TV/Radio
          EchoStar                  Media & Entertainment -                                                                                                                               TPG Capital LP-Burger
     10                                                          $     70,633       $   243,565       $     314,198           22.5%         Best-In-Class                         35                             Private Investment Firms     $ 32,458           $     251,089      $      283,546         11.4%        Leader
          Communications Corp       Subscription TV/Radio                                                                                                                                 King, Univision, Other
     11   Toyota Motor Corp         Automotive Manufacturer      $     68,545       $   740,913       $     809,458            8.5%         Leader                                36      SC Johnson & Son Inc    Packaged Goods              $ 31,844           $     289,271      $      321,115           9.9%       Leader
                                    Retail-Mass Merch/Dept                                                                                                                        37      Nissan Motor Co Ltd     Automotive Manufacturer     $ 31,602           $     370,095      $      401,697           7.9%       Leader
     12   Wal-Mart Stores Inc                                    $     66,124       $   960,374       $ 1,026,497              6.4%         Leader
                                    Stores                                                                                                                                        38      Clorox Co               Packaged Goods              $     31,442       $     348,540      $      379,982           8.3%       Leader
     13   Unilever                  Packaged Goods               $     65,116       $   634,085       $     699,201            9.3%         Leader                                39      Honda Motor Co Ltd      Automotive Manufacturer     $ 29,359           $     616,021      $      645,380           4.5%       Follower
     14   Sprint Nextel Corp        Telecommunications           $     64,973       $   696,160       $     761,133            8.5%         Leader                                        Doctors Assoc Inc
                                                                                                                                                                                  40                              Restaurants-QSR             $     27,265       $     389,415      $      416,680           6.5%       Leader
          Deutsche Telekom AG                                                                                                                                                             -Subway
     15                             Telecommunications           $     59,042       $   323,506       $     382,548           15.4%         Best-In-Class
          -T Mobile                                                                                                                                                               41      Dominos Pizza Inc       Restaurants-QSR             $ 26,162           $     136,999      $      163,161         16.0%        Best-In-Class
                                    Retail-Mass Merch/                                                                                                                            42      Coca-Cola Co            Beverages-Non-Spirits       $     25,117       $     348,511      $      373,629           6.7%       Leader
     16   Sears Holdings Corp                                    $     56,503       $   532,674       $     589,177            9.6%         Leader
                                    Dept Stores
                                                                                                                                                                                  43      Colgate-Palmolive Co    Packaged Goods              $ 24,302           $      87,125      $      111,428         21.8%        Best-In-Class
          Stichting Anheuser-
     17                             Beer                         $     55,673       $   490,703       $     546,376           10.2%         Leader                                44      General Electric Co     Media & Entertainment       $     23,954       $     777,535      $      801,489          3.0%        Laggard
          Busch InBev
                                                                                                                                                                                                                  Packaged Goods-
          SABMiller plc-Miller,                                                                                                                                                   45      Kraft Foods Inc                                     $ 23,843           $     608,986      $      632,829          3.8%        Follower
     18                             Beer                         $     54,702       $   296,814       $     351,516           15.6%         Best-In-Class                                                         Foods
          Coors
     19   Johnson & Johnson         Pharmaceuticals              $     54,423       $   967,300       $ 1,021,723              5.3%         Follower                                                              Media & Entertainment
                                                                                                                                                                                  46      Comcast Corp                                        $ 23,801           $     395,926      $      419,727          5.7%        Follower
                                                                                                                                                                                                                  -Subscription TV/Radio
          Green Bullion Financial   Direct Consumer
     20                                                          $     54,289       $    84,986       $     139,274           39.0%         Best-In-Class                         47      Vignette Parent         Electronics-Other           $ 23,604           $      64,261      $       87,865         26.9%        Best-In-Class
          Svcs LLC-Cash4Gold        Marketing
     21   Ford Motor Co             Automotive Manufacturer      $     53,617       $   875,866       $     929,483            5.8%         Follower                                      St Jude Childrens
                                                                                                                                                                                  48                              Non-Profit                   $     23,464       $     25,334       $      48,798          48.1%        Best-In-Class
     22   JC Penney Co Inc          Retail-Specialty Apparel     $     50,055       $   254,458       $     304,513           16.4%         Best-In-Class
                                                                                                                                                                                          Research Hospital

          Yum! Brands Inc-KFC,                                                                                                                                                    49      Wendys Intl Inc         Restaurants-QSR             $     23,387       $     244,995      $      268,382          8.7%        Leader
     23                             Restaurants-QSR              $     47,176       $   706,577       $     753,753            6.3%         Follower
          Pizza Hut, Taco Bell                                                                                                                                                            Grupo Modelo S.A.B.
                                                                                                                                                                                  50                              Beer                        $ 23,315           $      49,720      $       73,035         31.9%        Best-In-Class
     24   Nestle SA                 Packaged Goods-Foods         $     42,064       $   528,815       $     570,879            7.4%         Leader                                        de CV - Corona
     25   Home Depot Inc            Home Improvement             $     41,379       $   409,187       $     450,566            9.2%         Leader



                          AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

32           association of hispanic advertising agencies                                                                                              www.ahaa.org      www.ahaa.org                                                                                      association of hispanic advertising agencies                 33
                                       association of hispanic advertising agencies                                                                                                                                                  association of hispanic advertising agencies


                                       hispanic marketing                                                                                                                                                                               hispanic marketing
     2010                              investment trends                                                                                                                                                                                 investment trends                                                 2010

2008: TOP 50 COMPANIES RANKED BY HISPANIC ALLOCATION AND TIER
                                                                             HISPANIC    NON-HISPANIC         OVERALL   % ALLOCATION           TIER                                                                                                        HISPANIC    NON-HISPANIC        OVERALL    % ALLOCATION            TIER

  HISPANIC                                                                                                                              1 = BEST IN CLASS                     HISPANIC                                                                                                                               1 = BEST IN CLASS
                                                                                                             2008         HISPANIC                                                                                                                                                         2008         HISPANIC
 ALLOCATION            COMPANY                      CATEGORY                                 2008                                       2 = LEADER                           ALLOCATION              COMPANY                      CATEGORY                                 2008                                      2 = LEADER
                                                                        2008 HISPANIC                      OVERALL       ALLOCATION                                                                                                                   2008 HISPANIC                      OVERALL       ALLOCATION
    RANK                                                                                 NON-HISPANIC                                   3 = FOLLOWER                            RANK                                                                                   NON-HISPANIC                                  3 = FOLLOWER
                                                                          $$$ (000)                       (NH + HISP)    OF OVERALL                                                                                                                     $$$ (000)                       (NH + HISP)    OF OVERALL
                                                                                           $$$ (000)                                    4 = LAGGARD                                                                                                                      $$$ (000)                                   4 = LAGGARD
                                                                                                           $$$ (000)       SPEND                                                                                                                                                         $$$ (000)       SPEND
                                                                                                                                        5 = DON’T GET IT                                                                                                                                                             5 = DON’T GET IT
              Harbinger Capital Partners                                                                                                                                         27        Zurich Financial Svcs Group   Insurance-Other               $     11,129     $   73,247     $ 84,377          13.2%       Best In Class
     1                                     Private Investment Firms      $     32,989     $   44,716      $    77,705       42.5%       Best In Class
              (Bally’s Fitness)                                                                                                                                                  28        Deutsche Telekom AG           Telecommunications            $     56,621     $ 377,035      $ 433,656         13.1%       Best In Class
     2        Vivendi SA                   Media & Entertainment         $     71,908     $ 103,417       $ 175,325         41.0%       Best In Class                            29        Mervyns Holdings LLC          Retail-Specialty Apparel      $      7,681     $   51,950     $    59,631       12.9%       Best In Class
              St Jude Childrens Research                                                                                                                                         30        Red Bull GMBH                 Beverages-Non-Alcoholic       $      8,150     $   56,479     $    64,629       12.6%       Best In Class
     3                                     Non-Profit                     $     18,273     $   28,891      $    47,163       38.7%       Best In Class
              Hospital
                                                                                                                                                                                 31        State Of California           Government                    $     17,390     $ 125,798      $ 143,189         12.1%       Best In Class
     4        Vignette Parent              Electronics-Other             $     44,265     $   70,415      $ 114,681         38.6%       Best In Class
                                                                                                                                                                                 32        RadioShack Corp               Retail-Electronics            $     13,346     $   98,468     $ 111,813         11.9%       Best In Class
                                           Travel-Air, Lodging, Car,
     5        Timeshares Only Inc                                        $     19,997     $   37,367      $    57,365       34.9%       Best In Class                                                                    Personal Care—
                                           Cruise                                                                                                                                33        Guthy-Renker LLC                                            $     22,228     $ 167,016      $ 189,244         11.7%       Leader
                                                                                                                                                                                                                         Cosmetics-Skin Care
     6        Crown Imports LLC            Beer                          $     22,751     $   50,127      $    72,878       31.2%       Best In Class
                                                                                                                                                                                 34        Jack In The Box Inc           Restaurants-QSR               $     14,394     $ 108,845      $ 123,240         11.7%       Leader
     7        Heineken NV                  Beer                          $     19,391     $   45,501      $    64,892       29.9%       Best In Class
                                                                                                                                                                                 35        SONIC Corp                    Restaurants-QSR               $ 18,977         $ 144,054      $ 163,031         11.6%       Leader
                                           Media & Entertainment -
     8        DIRECTV Group Inc                                          $     91,786     $ 279,152       $ 370,938         24.7%       Best In Class                                      Stichting Anheuser-Busche
                                           Subscription TV/Radio                                                                                                                 36                                      Beer                          $ 63,977         $ 499,850      $ 563,827         11.3%       Leader
                                                                                                                                                                                           InBev
     9        Rent-A-Center Inc            Retail-Other                  $      9,015     $   28,636      $    37,651       23.9%       Best In Class
                                                                                                                                                                                                                         Personal Care—Cosmet-
              State Farm Mutual                                                                                                                                                  37        Alticor Inc                                                 $      5,848     $   45,737     $    51,586       11.3%       Leader
     10                                    Insurance-Auto                $     86,890     $ 276,188       $ 363,078         23.9%       Best In Class                                                                    ics-Skin Care
              Automobile Ins Co
                                                                                                                                                                                           TPG Capital LP-Burger
     11       Ripplewood Holdings LLC      Media & Entertainment         $     15,354     $   50,747      $    66,101       23.2%       Best In Class                            38                                      Private Investment Firms      $     30,803     $ 241,632      $ 272,435         11.3%       Leader
                                                                                                                                                                                           King, Univision, Other
     12       Molson Coors Brewing Co      Beer                          $     27,789     $ 119,076       $ 146,866         18.9%       Best In Class                            39        Rooms To Go Inc               Furniture                     $     19,885     $ 161,316      $ 181,201         11.0%       Leader
              Echostar Communications                                                                                                                                            40        Walgreen Co                   Retail-Drugstores             $     18,943     $ 153,904      $ 172,846         11.0%       Leader
     13                                    Media & Entertainment         $     38,083     $ 164,543       $ 202,626         18.8%       Best In Class
              Corp
                                                                                                                                                                                                                         Retail-Mass Merch/
     14       Weinstein Co LLC             Media & Entertainment         $     16,145     $   71,122      $    87,267       18.5%       Best In Class                            41        Sears Holdings Corp                                         $ 62,539         $ 510,923      $ 573,462         10.9%       Leader
                                                                                                                                                                                                                         Dept Stores
     15       Colgate-Palmolive Co         Packaged Goods                $     18,366     $   80,956      $    99,322       18.5%       Best In Class                            42        US Government                 Government                    $     74,372     $ 612,029      $ 686,401         10.8%       Leader
     16       Collective Brands Inc        Retail-Specialty Apparel      $     14,407     $   65,022      $    79,429       18.1%       Best In Class                                                                    Media & Entertainment-
                                                                                                                                                                                 43        Cablevision Systems Corp                                    $ 10,207         $   84,243     $    94,450       10.8%       Leader
     17       SABMiller PLC                Beer                          $     33,762     $ 162,889       $ 196,651         17.2%       Best In Class                                                                    Subscription TV/Radio
     18       Allstate Corp                Insurance-Auto                $     50,429     $ 243,910       $ 294,339         17.1%       Best In Class                            44        JW Childs Assoc LP            Packaged Goods                $      5,950     $   49,948     $    55,898       10.6%       Leader
     19       Leap Wireless Intl Inc       Telecommunications            $      9,506     $   47,506      $    57,012       16.7%       Best In Class                            45        Nestle SA                     Packaged Goods                $     56,792     $ 479,137      $ 535,929         10.6%       Leader
     20       JC Penney Co Inc             Retail-Specialty Apparel      $     53,196     $ 279,139       $ 332,335         16.0%       Best In Class                            46        American Intl Group Inc       Insurance-Other               $     11,827     $ 100,569      $ 112,396         10.5%       Leader
     21       AutoZone Inc                 Automotive Parts              $     12,403     $   67,279      $    79,682       15.6%       Best In Class                            47        State Of New York             Government                    $     11,254     $   95,824     $ 107,078         10.5%       Leader
     22       Dominos Pizza Inc            Restaurants-QSR               $     20,105     $ 112,112       $ 132,217         15.2%       Best In Class                            48        Home Depot Inc                Home Improvement              $     43,247     $ 371,897      $ 415,144         10.4%       Leader
     23       AFC Enterprises Inc          Restaurants-QSR               $      5,809     $   34,350      $    40,158       14.5%       Best In Class                                                                    Financial Services-
                                                                                                                                                                                 49        Arcapita Bank BSC                                           $      3,302     $   28,586     $    31,888       10.4%       Leader
                                                                                                                                                                                                                         Investment Firms
     24       MetroPCS Inc                 Telecommunications            $      5,846     $   34,892      $    40,739       14.4%       Best In Class
                                                                                                                                                                                 50        State Of Texas                Government                    $      9,130     $   79,262     $ 88,392          10.3%       Leader
     25       McDonalds Corp               Restaurants-QSR               $ 107,833        $ 670,025       $ 777,857         13.9%       Best In Class
              Partnership For A Drug-
     26                                    Non-Profit                     $      4,613     $   28,856      $    33,469       13.8%       Best In Class
              Free America


                      AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

34        association of hispanic advertising agencies                                                                                          www.ahaa.org         www.ahaa.org                                                                                      association of hispanic advertising agencies                  35
                                        association of hispanic advertising agencies                                                                                                                                                  association of hispanic advertising agencies


                                        hispanic marketing                                                                                                                                                                                  hispanic marketing
     2010                               investment trends                                                                                                                                                                                    investment trends                                                 2010

2008: TOP 50 COMPANIES RANKED BY HISPANIC MEDIA SPENDING
                                                                                                                                  %                                                                                                                                                                             %
                                                                                 HISPANIC    NON-HISPANIC        OVERALL                             TIER                                                                                                     HISPANIC     NON-HISPANIC        OVERALL                            TIER
                                                                                                                              ALLOCATION                                                                                                                                                                    ALLOCATION
 HISP$                                                                                                                                      1 = BEST IN CLASS                    HISP$                                                                                                                                   1 = BEST IN CLASS
 SPEND                                                                                                                         HISPANIC                                          SPEND                                                                                                                       HISPANIC
                     COMPANY                          CATEGORY                     2008          2008         2008 OVERALL                  2 = LEADER                                                COMPANY                       CATEGORY                    2008           2008        2008 OVERALL                  2 = LEADER
  RANK                                                                                                                        ALLOCATION                                          RANK                                                                                                                      ALLOCATION
                                                                                 HISPANIC    NON-HISPANIC      (NH + HISP)                  3 = FOLLOWER                                                                                                      HISPANIC     NON-HISPANIC     (NH + HISP)                  3 = FOLLOWER
                                                                                                                              OF OVERALL                                                                                                                                                                    OF OVERALL
                                                                                 $$$ (000)     $$$ (000)        $$$ (000)                   4 = LAGGARD                                                                                                       $$$ (000)      $$$ (000)       $$$ (000)                   4 = LAGGARD
                                                                                                                                SPEND                                                                                                                                                                         SPEND
                                                                                                                                            5 = DON’T GET IT                                                                                                                                                             5 = DON’T GET IT
     1    Procter & Gamble Co             Packaged Goods                     $ 183,398       $ 2,602,846     $ 2,786,244          6.6%      Leader                                 28      Home Depot Inc               Home Improvement                  $   43,247       $   371,897     $    415,144        10.4%     Leader
     2    AT&T Inc                        Telecommunications                 $ 129,040       $ 1,463,209     $ 1,592,249          8.1%      Leader                                                                      Personal Care—Cosmetics-
                                                                                                                                                                                   29      Loreal SA                                                      $ 42,647         $   601,607     $    644,253         6.6%     Leader
     3    Verizon Communications Inc      Telecommunications                 $ 111,404       $ 1,431,138     $ 1,542,542           7.2%     Leader                                                                      Skin Care

     4    McDonalds Corp                  Restaurants-QSR                    $ 107,833       $   670,025     $    777,857        13.9%      Best In Class                          30      General Mills Inc            Packaged Goods                    $ 41,945         $   663,994     $    705,939         5.9%     Follower

     5    Toyota Motor Corp               Automotive Manufacturer            $   98,874      $   935,828     $ 1,034,702          9.6%      Leader                                         EchoStar Communications
                                                                                                                                                                                   31                                   Media & Entertainment             $   38,083       $   164,543     $    202,626        18.8%     Best In Class
                                                                                                                                                                                           Corp
     6    General Motors Corp             Automotive Manufacturer            $   97,130      $ 1,729,039     $ 1,826,168          5.3%      Follower
                                                                                                                                                                                   32      Mars Inc                     Packaged Goods                    $   37,199       $   455,664     $    492,863         7.5%     Leader
     7    Johnson & Johnson               Pharmaceuticals                    $   96,814      $ 1,091,112     $ 1,187,926           8.1%     Leader
                                                                                                                                                                                   33      SC Johnson & Son Inc         Packaged Goods                    $   36,846       $   369,900     $    406,746         9.1%     Leader
                                          Media & Entertainment -
     8    DIRECTV Group Inc                                                  $   91,786      $   279,152     $    370,938        24.7%      Best In Class                          34      Time Warner Inc              Media & Entertainment             $   36,164       $   991,215     $ 1,027,379          3.5%     Laggard
                                          Subscription TV/Radio
          State Farm Mutual                                                                                                                                                        35      Macys Inc                    Retail-Specialty Apparel          $ 35,898         $   824,588     $    860,486         4.2%     Follower
     9                                    Insurance-Auto                     $   86,890      $   276,188     $    363,078        23.9%      Best In Class
          Automobile Ins Co                                                                                                                                                        36      SABMiller PLC                Beer                              $   33,762       $   162,889     $    196,651        17.2%     Best In Class
     10   US Government                   Government                         $   74,372      $   612,029     $    686,401        10.8%      Leader                                         Harbinger Capital Partners
                                                                                                                                                                                   37                                   Private Investment Firms          $   32,989       $    44,716     $     77,705        42.5%     Best In Class
                                                                                                                                                                                           (Bally’s Fitness)
     11   Vivendi SA                      Media & Entertainment              $   71,908      $   103,417     $    175,325        41.0%      Best IN Class
                                                                                                                                                                                   38      News Corp                    Media & Entertainment             $   31,433       $   676,782     $    708,215         4.4%     Follower
     12   Wal-Mart Stores Inc             Retail-Mass Merch/Dept Stores      $   71,794      $   701,632     $    773,426          9.3%     Leader
                                                                                                                                                                                   39      Lowes Cos Inc                Home Improvement                  $   31,165       $   311,285     $    342,450         9.1%     Leader
          Stichting Anheuser-Busche
     13                                   Beer                               $   63,977      $   499,850     $    563,827        11.3%      Leader
          InBev                                                                                                                                                                    40      Ford Motor Co-Dealers        Automotive-Dealers Assn           $   31,051       $   422,621     $    453,672         6.8%     Leader
     14   Sears Holdings Corp             Retail-Mass Merch/Dept Stores      $   62,539      $   510,923     $    573,462        10.9%      Leader                                         TPG Capital LP-Burger
                                                                                                                                                                                   41                                   Private Investment Firms          $   30,803       $   241,632     $    272,435        11.3%     Leader
                                                                                                                                                                                           King,Univision, Other
     15   Sprint Nextel Corp              Telecommunications                 $   61,726      $   633,360     $    695,086          8.9%     Leader
                                                                                                                                                                                   42      Clorox Co                    Packaged Goods                    $   29,018       $   347,030     $    376,048         7.7%     Leader
     16   Ford Motor Co                   Automotive Manufacturer            $   57,150      $   890,313     $    947,464          6.0%     Follower
                                                                                                                                                                                   43      Coca-Cola Co                 Beverages-Non-Alcoholic           $   27,907       $   362,597     $    390,504         7.1%     Leader
     17   Nissan Motor Co Ltd             Automotive Manufacturer            $   56,878      $   767,799     $    824,677          6.9%     Leader
                                                                                                                                                                                           General Electric Co (NBC,
     18   Nestle SA                       Packaged Goods                     $   56,792      $   479,137     $    535,929        10.6%      Leader                                 44                                   Media & Entertainment             $   27,793       $   926,556     $    954,349         2.9%     Laggard
                                                                                                                                                                                           Telemundo, Etc.)
     19   Deutsche Telekom AG             Telecommunications                 $   56,621      $   377,035     $    433,656        13.1%      Best In Class
                                                                                                                                                                                   45      Molson Coors Brewing Co      Beer                              $   27,789       $   119,076     $    146,866        18.9%     Best In Class
     20   JC Penney Co Inc                Retail-Specialty Apparel           $   53,196      $   279,139     $    332,335        16.0%      Best In Class
                                                                                                                                                                                   46      Doctors Assoc Inc            Restaurants-QSR                   $ 27,776         $   388,487     $    416,263         6.7%     Leader
     21   Yum! Brands Inc                 Restaurants-QSR                    $   51,420      $   805,236     $    856,656          6.0%     Follower
                                                                                                                                                                                   47      Unilever                     Packaged Goods                    $ 27,311         $   595,923     $    623,233         4.4%     Follower
     22   Allstate Corp                   Insurance-Auto                     $   50,429      $   243,910     $    294,339        17.1%      Best In Class
                                                                                                                                                                                   48      Wyeth                        Pharmaceuticals                   $ 26,415         $   240,284     $    266,699         9.9%     Leader
     23   Target Corp                     Retail-Mass Merch/Dept Stores      $   49,792      $   543,723     $    593,515          8.4%     Leader
                                                                                                                                                                                   49      Kia Motors Corp              Automotive Manufacturer           $ 25,603         $   241,332     $    266,935         9.6%     Leader
          Cerberus Capital Mgt
     24                                   Automotive Manufacturer            $   49,498      $   833,904     $    883,402          5.6%     Follower                               50      Wendys International Inc     Restaurants-QSR                   $ 25,053         $   246,254     $    271,308         9.2%     Leader
          (Chrysler)
     25   Walt Disney Co                  Media & Entertainment              $   49,080      $   852,275     $    901,354          5.4%     Follower
     26   Vignette Parent                 Electronics-Other                  $   44,265      $     70,415    $    114,681        38.6%      Best In Class
     27   Honda Motor Co Ltd              Automotive Manufacturer            $   43,502      $   829,887     $    873,389          5.0%     Follower



                          AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

36         association of hispanic advertising agencies                                                                                              www.ahaa.org        www.ahaa.org                                                                                      association of hispanic advertising agencies                  37
                                       association of hispanic advertising agencies                                                                                                                                                                                                association of hispanic advertising agencies


                                       hispanic marketing                                                                                                                                                                                                                                hispanic marketing
     2010                              investment trends                                                                                                                                                                                                                                  investment trends                                                  2010

                                  ALLOCATION TO HISPANIC MEDIA (P, R, TV) BY CATEGORY                                                                                                                                                                                          HISPANIC ALLOCATION TRENDS
                                                                                                                                                                                                                                                                             GAINERS AND LOSERS BY CATEGORY
           Direct Consumer Marketing                                                    3.3%
                                                                                                                                                                                                               18.5%
                                                                                                                                                                            12.0%
  Media & Entertainment-Subscription                                                                                                                                                                   17.9%
                                                                                                                                                                                     15.6%
                                    Beer                                                                                                                                            15.5%
                                                                                                                                                                                             16.5%
                         Fitness-Sports                                                                                                                               11.3%
                                                                                                                                                             9.9%
             Financial Services-Taxes                                                                                                                               11.1%

                                                                                                                                                                                        2008
                                                                                                                                                           10.0%
                        Insurance-Auto                                                                                                                 9.5%
                                                                                                                                        8.2%
                                Telecom
                                                                                                                                                                                        2009
                                                                                                                                                      9.3%
                                                                                                                                         8.3%
                     Restaurants-QSR                                                                                                                  9.2%
                                                                  2.2%
                   Political Campaigns                                                                                                  8.2%
                                                                                                                                                       9.5%
       Retail-Mass Merch/Dept Stores                                                                                             7.6%
                                                                                                              5.7%
                      Packaged Goods                                                                                      6.8%
                                                                                                                      6.5%
                              Non-Profit                                                                                 6.7%
                                                                                                                      6.4%
                   Home Improvement                                                                                   6.4%
                            Government                                                                                                                       9.8%
                                                                                                                     6.4%
                             Retail-Drug                                                                                           7.9%
                                                                                                                     6.3%
                          Supermarkets                                                                4.8%
                                                                                                                    6.1%
                         Retail- Apparel                                                                     5.6%
                                                                                                                5.8%
                   Restaurants-Casual                                                          4.5%
                                                                                                              5.8%
                Beverages-Non-Spirits                                                    3.9%
                                                                                                    5.0%
              Packaged Goods-Foods                                                              4.5%
                                                                                                    4.8%
                    Auto Manfacuturer                                                                      5.4%
                                                                                                4.6%
 Personal Care—Cosmetics-Skin Care                                                                      4.9%
                                                                                                 4.5%
                       Insurance-Other                                                                                                         8.8%
                                                                                              4.4%
                Media & Entertainment                                                             5.0%
                                                                                           4.2%
                           Auto-Dealers                                    3.0%
                                                                                           4.2%
                     Retail-Electronics                                                   4.1%
                                                                                           4.2%
                               Furniture                                                     4.4%
                                                                                           4.2%
Financial Services—Banks-Mortgages                                               3.3%
                                                                                       4.0%
                     Electronics-Other                                            3.5%
                                                                                  3.5%
                              Education                         1.9%
                                                                               3.4%
                             Auto Parts                                       3.2%
                                                                                 3.3%
             Private Investment Firms                                       3.1%
                                                                            3.1%
             Auto-Dealers Association                                                          4.4%
                                                                           3.0%
                                  Energy                        1.9%
                                                                          2.8%
                                   Travel                                               3.8%
                                                                   2.3%
                                    Toys                    1.7%
                                                                  2.1%
                       Pharmaceautical                               2.4%
                                                                 2.0%
                                 Apparel         0.5%
                                                            1.6%
       Consumer Services-Diversified                            2.1%
                                                         1.3%
                      Insurance-Health                           2.0%
                                                             1.1%
                         Insurance-Life                     1.5%
                                                          1.1%
                            Retail-Other        0.4%
                                                    0.9%
         Diet—Supplements-Vitamins                     1.2%
                                                   0.8%
                     Beverages-Spirits                            2.1%
                                                  0.7%
      Financial Services-Credit Cards                              2.3%
                                                  0.6%
                           Retail-Online      0.2%
                                                    0.5%
                         Luxury Brands              0.3%
                                              0.2%
                Electronics-Computer                     0.6%
                                                   0.2%
                         Apparel-Shoes        0.2%
                                              0.2%
                                     B2B       0.3%
                                               0.2%
                         Retail- Jewelry               1.0%
                                             0.1%
  Financial Services-Investment Firms            0.4%
                                            0.0%
                             Appliances     0.0%
                                            0.0%




                        AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.                                                   AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

38          association of hispanic advertising agencies                                                                                                                                             www.ahaa.org      www.ahaa.org                                                                                      association of hispanic advertising agencies   39
                                     association of hispanic advertising agencies


                                     hispanic marketing
     2010                            investment trends

Is the changing face of America really influencing advertisers? As the          With the challenging economy in 2009 behind us and the recession
lines between Hispanic and general markets blur, the question becomes          slowing, advertisers are beginning to regroup and plan for the future,
even more relevant. In the name of cost-cutting and consolidation,             and the evolving consumer landscape. Now is the time to ensure that
some advertisers are taking a “multicultural” approach to target ethnic        Hispanic budgets are increased during the second half of the year and
markets while others believe general market advertising will simply            optimum allocation to target Hispanics is secured.
crossover to reach other segments.
                                                                               In preparing for the year ahead, agencies and advertisers can
Specialized marketing to Hispanic consumers, however, is probably              begin business-changing conversations using the data in AHAA’s
more valuable today than it was 30 years ago. The diversity within the         Hispanic Marketing Investment Report as an effective tool to
Hispanic market — age, acculturation level, country of origin, income,         implement growth strategies.
education, and geographic location — underscores the importance of
meaningful creative and content that is not “one-size-fits-all.” Cultur-        We all have to seize the opportunity in this competitive marketplace.
ally based messages that connect with Hispanics in both Spanish and            AHAA is committed to helping advertisers and our member agencies
English to ignite purchase and change behaviors could not be more              maximize potential business. These next few months are critical as
effective. The creative, multi-dimensional, multi-platform campaigns           we all work to ensure dollars are allocated appropriately to capture the
launched today are designed to engage Hispanic consumers beyond                Hispanic consumer. For more information about Hispanic-specialized
language and emotionally unite with their heritage — and, Hispanic-            agencies visit www.ahaa.org, or contact me, chairman@ahaa.org .
specialized agencies are uniquely qualified to deliver.
                                                                               Respectfully,
For AHAA, it is encouraging to see the research findings support
that many advertisers “get it.” They understand the value of Hispanic
consumers and are allocating more resources to target this important           Gisela Girard
segment. What is perplexing and challenging is the significant number           Chairman
of companies — in fact entire industry categories — that have yet to           Association of Hispanic Advertising Agencies (AHAA)
recognize the bottom-line profit potential of targeting Hispanic consum-
ers. Of the top 500 national advertisers, 270 are not investing in one of
the most lucrative market segments.

Based on population and buying power alone, Hispanic consumers
should be among the most desirable markets targeted. The U.S. His-
panic population continues to grow more rapidly than the non-Hispanic
population and by 2014, one person out of every six living in the U.S.
will be of Hispanic origin. Hispanics are reshaping the fabric of America
and the 2010 U.S. Census findings are projected to confirm that growth.
With buying power of nearly $1 trillion and climbing, the Hispanic con-
sumer marketplace is ripe for advertiser investment.




                       AHAA thanks The Nielsen Company, Santiago ROI, Hispanic Market Weekly (HMW) and the Advertising Research Foundation for their contributions.

40          association of hispanic advertising agencies                                                                                         www.ahaa.org

				
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