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					               The AssociATion of hispAnic AdverTising Agencies

               hispanic
               marketing
               investment
               trends 2009                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy



tRacking the hiSpanic adveRtiSing inveStmentS of top 500 adveRtiSeRS By categoRy
—An Exclusive for AHAA Members




S
         ince 2002, the Association of Hispanic Advertising Agencies (AHAA) has been tracking Hispanic advertising
         investment practices of the top 500 advertisers. This year, with the help of analysis provided by Santiago ROI, data
         provided by Nielsen Media Research Company and the verification of the Advertising Research Foundation (ARF),
AHAA presents members with a snapshot of how companies and business categories are allocating and spending their
advertising dollars in the Hispanic market.

The study is particularly important this year as it comes at a time of serious and challenging economic conditions. Not
surprisingly, we see that some companies are maintaining their leadership spending in the Hispanic market, while others
have reduced their investment levels. Keep in mind that this study only provides actual investments in Hispanic print, radio
and television measured by Nielsen Media Research Company against a national context. AHAA recognizes that spending
above-the-line is not the only strategy being implemented by advertisers and that this is not necessarily a measure of
effectiveness. However, the purpose of the study is to facilitate discussions and recommendations from Hispanic-specialized
agencies around additional resource allocations. The major findings from this year’s study indicate that in 2007, Hispanic
investment spending showed growth over 2006 and while allocations decreased in 2008, some advertisers increased their
allocations despite the recession in 10 categories. Coupling measured media spending with below-the-line strategies, which
AHAA will be analyzing in the spring 2010 installment of this report, the Hispanic marketing and advertising industry remains
strong. New categories have entered the marketplace and advertisers are placing greater value on the bottom-line growth
opportunities that exist in the Hispanic market. As advertisers explore the benefits of connecting with these brand-loyal
consumers, AHAA agencies are positioned uniquely to help companies clearly understand the market potential and subsequent
investment based on their objectives.

AHAA will be providing additional context and analysis around the spending trends from 2006-2009. This data is provided
as an exclusive member benefit from AHAA and as the Hispanic market continues to grow and evolve, AHAA is committed
to providing members the tools to build their businesses and increase investments in the Hispanic market. If you have any
questions or would like additional information, please contact AHAA, www.ahaa.org or 703-610-9014




          AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


 1        The AssociATion of hispAnic AdverTising Agencies                                                                    www.AhAA.org
                     The AssociATion of hispAnic AdverTising Agencies

                     hispanic
                     marketing
                     investment
                     trends 2009                                                                              B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                    overALL                           hispAnic      hispAnic
                                                                                                                                      ALLocATion    overALL
                                                                            prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                      spend         rAnk Among
                                                                                                                                                    Top 500
                                                                                                                                                    AdverTisers

                                                                                                                                      % hisp =
cATegory                                                                   2008 non-hisp      2008 hispAnic        2008 nh + hisp     hispAnic $
                                          pArenT compAny
                                                                          ToTAL $$$(000)     ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                      hisp $)
AppArel                                   leVI STrAUSS & CO                $43,971           $1,347                $45,318           3.0%          162
AppArel                                   lIZ ClAIBOrNe INC                $28,445           $397                  $28,842           1.4%          224
AppArel                                   SWATCH GrOUp lTD                 $31,535           $207                  $31,743           0.7%          261
AppArel                                   HANeSBrANDS INC                  $87,159           $69                   $87,228           0.1%          361
AppArel                                   VF COrp                          $103,649          $39                   $103,688          0.0%          387
AppArel                                   pOlO rAlpH lAUreN COrp           $63,124           $18                   $63,142           0.0%          391
AppArel                                   pHIllIpS-VAN HeUSeN COrp         $40,698           $4                    $40,702           0.0%          414
AppArel-SHOeS                             SKeCHerS USA INC                 $59,977           $467                  $60,444           0.8%          255
AppArel-SHOeS                             NeW BAlANCe INC                  $28,536           $35                   $28,571           0.1%          342
AppArel-SHOeS                             NIKe INC                         $184,934          $180                  $185,114          0.1%          353
AppArel-SHOeS                             ADIDAS AG                        $81,050           $36                   $81,086           0.0%          382
AppArel-SHOeS                             ASICS COrp                       $30,485           $-                    $30,485           0.0%          445
ApplIANCeS                                OreCK COrp                       $33,583           $8                    $33,591           0.0%          396
ApplIANCeS                                WHIrlpOOl COrp                   $122,754          $28                   $122,782          0.0%          398
ApplIANCeS                                AB eleCTrOlUX                    $44,089           $-                    $44,089           0.0%          446
ApplIANCeS                                DYSON INC                        $42,106           $-                    $42,106           0.0%          447
AUTOmOTIVe -DeAler                        SONIC AUTOmOTIVe INC-HN-CO-CT-lA $38,716           $1,535                $40,252           3.8%          142
AUTOmOTIVe -DeAler                        AUTONATION INC                   $161,372          $5,956                $167,328          3.6%          145
AUTOmOTIVe -DeAler                        CArmAX INC                       $84,386           $2,550                $86,936           2.9%          167
AUTOmOTIVe -DeAler                        CHAmBerS HerB COrp-BS-HT-pN      $35,310           $0                    $35,310           0.0%          436
AUTOmOTIVe -DeAlerS ASSN                  FOrD mOTOr CO-DeAlerS            $422,621          $31,051               $453,672          6.8%          88
AUTOmOTIVe -DeAlerS ASSN                  GeNerAl mOTOrS COrp-DeAlerS      $255,295          $14,493               $269,788          5.4%          110




             AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


2            The AssociATion of hispAnic AdverTising Agencies                                                                                            www.AhAA.org
                  The AssociATion of hispAnic AdverTising Agencies

                  hispanic
                  marketing
                  investment
                  trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                overALL                           hispAnic      hispAnic
                                                                                                                                  ALLocATion    overALL
                                                                        prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                  spend         rAnk Among
                                                                                                                                                Top 500
                                                                                                                                                AdverTisers

                                                                                                                                  % hisp =
cATegory                                                               2008 non-hisp      2008 hispAnic        2008 nh + hisp     hispAnic $
                                       pArenT compAny
                                                                      ToTAL $$$(000)     ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                  hisp $)
                                       CerBerUS CApITAl mANAGemeNT
AUTOmOTIVe -DeAlerS ASSN                                               $76,472           $3,950                $80,422           4.9%          119
                                       lp-DeAlerS
AUTOmOTIVe -DeAlerS ASSN               HONDA mOTOr CO lTD-DeAlerS      $132,362          $5,578                $137,940          4.0%          136
AUTOmOTIVe -DeAlerS ASSN               TOYOTA mOTOr COrp-DeAlerS       $480,519          $15,264               $495,783          3.1%          159
AUTOmOTIVe -DeAlerS ASSN               HYUNDAI mOTOr CO-DeAlerS        $90,408           $2,311                $92,719           2.5%          183
AUTOmOTIVe -DeAlerS ASSN               DAImler AG-DeAlerS              $61,476           $1,092                $62,568           1.7%          204
AUTOmOTIVe -DeAlerS ASSN               VOlKSWAGeN AG-DeAlerS           $70,371           $997                  $71,369           1.4%          222
                                       BAYerISCHe mOTOreN WerKe
AUTOmOTIVe -DeAlerS ASSN                                               $47,042           $643                  $47,684           1.3%          227
                                       AG-DeAlerS
AUTOmOTIVe mFr                         KIA mOTOrS COrp                 $241,332          $25,603               $266,935          9.6%          55
AUTOmOTIVe mFr                         TOYOTA mOTOr COrp               $935,828          $98,874               $1,034,702        9.6%          56
AUTOmOTIVe mFr                         NISSAN mOTOr CO lTD             $767,799          $56,878               $824,677          6.9%          87
AUTOmOTIVe mFr                         FOrD mOTOr CO                   $890,313          $57,150               $947,464          6.0%          101
AUTOmOTIVe mFr                         CerBerUS CApITAl mGT (CHrYSler) $833,904          $49,498               $883,402          5.6%          105
AUTOmOTIVe mFr                         GeNerAl mOTOrS COrp             $1,729,039        $97,130               $1,826,168        5.3%          112
AUTOmOTIVe mFr                         HONDA mOTOr CO lTD              $829,887          $43,502               $873,389          5.0%          117
AUTOmOTIVe mFr                         SUZUKI mOTOr COrp               $81,835           $2,437                $84,272           2.9%          171
AUTOmOTIVe mFr                         HYUNDAI mOTOr CO                $311,150          $8,114                $319,264          2.5%          180
AUTOmOTIVe mFr                         VOlKSWAGeN AG                   $300,441          $7,590                $308,032          2.5%          185
AUTOmOTIVe mFr                         mAZDA mOTOr COrp                $274,284          $4,743                $279,027          1.7%          207
AUTOmOTIVe mFr                         mITSUBISHI mOTOrS COrp          $81,240           $1,228                $82,468           1.5%          217
AUTOmOTIVe mFr                         BmW AG                          $126,409          $1,324                $127,733          1.0%          243
AUTOmOTIVe mFr                         DAImler AG (merCeDeS-BeNZ)      $261,577          $507                  $262,084          0.2%          321
AUTOmOTIVe mFr                         Dr ING HC F pOrSCHe AG          $33,063           $-                    $33,063           0.0%          448



           AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


3           The AssociATion of hispAnic AdverTising Agencies                                                                                         www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                   hispanic
                   marketing
                   investment
                   trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                 overALL                           hispAnic      hispAnic
                                                                                                                                   ALLocATion    overALL
                                                                         prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                   spend         rAnk Among
                                                                                                                                                 Top 500
                                                                                                                                                 AdverTisers

                                                                                                                                   % hisp =
cATegory                                                                 2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                        ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                   hisp $)
                                        FUJI HeAVY INDUSTrIeS lTD
AUTOmOTIVe mFr                                                          $136,854          $-                    $136,854          0.0%          449
                                        (SUBArU)
AUTOmOTIVe pArTS                        AUTOZONe INC                    $67,279           $12,403               $79,682           15.6%         21
AUTOmOTIVe pArTS                        mAACO eNTerprISeS INC           $53,272           $1,355                $54,628           2.5%          184
AUTOmOTIVe pArTS                        GeNUINe pArTS CO                $35,506           $516                  $36,022           1.4%          219
AUTOmOTIVe pArTS                        BrIDGeSTONe COrp                $93,873           $770                  $94,644           0.8%          253
AUTOmOTIVe pArTS                        reINAlT-THOmAS COrp             $28,463           $190                  $28,653           0.7%          258
                                        COmpAGNIe GeNerAl DS eTBlSSTS
AUTOmOTIVe pArTS                                                        $57,929           $257                  $58,186           0.4%          276
                                        mCHlN
AUTOmOTIVe pArTS                        GOODYeAr TIre & rUBBer CO       $35,084           $48                   $35,132           0.1%          341
                                        mACNeIl AUTOmOTIVe prODUCTS
AUTOmOTIVe pArTS                                                        $42,148           $-                    $42,148           0.0%          451
                                        lTD
AUTOmOTIVe pArTS                        TIre rACK INC                   $50,147           $-                    $50,147           0.0%          450
                                        mINDSHAre INTerACTIVe CAm-
B2B                                                                     $52,981           $712                  $53,693           1.3%          228
                                        pAIGNS llC
B2B                                     FeDeX COrp                      $103,288          $591                  $103,879          0.6%          264
B2B                                     BlACKSTONe GrOUp lp             $216,886          $917                  $217,802          0.4%          278
B2B                                     BAIN CApITAl llC                $165,500          $624                  $166,124          0.4%          288
                                        TAKe-TWO INTerACTIVe SOFTWAre
B2B                                                                     $31,703           $114                  $31,817           0.4%          292
                                        INC
B2B                                     GTCr GOlDer rAUNer llC          $40,521           $136                  $40,657           0.3%          295
                                        UNITeD pArCel SVC OF AmerICA
B2B                                                                     $102,743          $270                  $103,012          0.3%          307
                                        INC
B2B                                     SImON prOperTY GrOUp INC        $28,405           $65                   $28,469           0.2%          312
B2B                                     CrAWFOrD GrOUp INC              $58,518           $111                  $58,629           0.2%          323
B2B                                     INTUIT INC                      $93,840           $144                  $93,984           0.2%          334
B2B                                     INTl BUSINeSS mACHINeS COrp     $101,074          $139                  $101,213          0.1%          340



           AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


4           The AssociATion of hispAnic AdverTising Agencies                                                                                          www.AhAA.org
                  The AssociATion of hispAnic AdverTising Agencies

                  hispanic
                  marketing
                  investment
                  trends 2009                                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                              overALL                           hispAnic         hispAnic
                                                                                                                                ALLocATion       overALL
                                                                      prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL       ALLocATion
                                                                                                                                spend            rAnk Among
                                                                                                                                                 Top 500
                                                                                                                                                 AdverTisers

                                                                                                                                % hisp =
cATegory                                                              2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                       pArenT compAny
                                                                     ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                hisp $)
B2B                                    3m CO                         $32,888           $8                    $32,896           0.0%          395
B2B                                    CISCO SYSTemS INC             $42,384           $2                    $42,386           0.0%          420
B2B                                    ACCeNTUre lTD                 $29,868           $-                    $29,868           0.0%          452
B2B                                    SYNerGISTIC mArKeTING INC     $86,741           $-                    $86,741           0.0%          453
Beer                                   CrOWN ImpOrTS llC             $50,127           $22,751               $72,878           31.2%         6
Beer                                   HeINeKeN NV                   $45,501           $19,391               $64,892           29.9%         7
Beer                                   mOlSON COOrS BreWING CO       $119,076          $27,789               $146,866          18.9%         12
Beer                                   SABmIller plC                 $162,889          $33,762               $196,651          17.2%         17
Beer                                   STICHTING INBeV               $499,850          $63,977               $563,827          11.3%         36
Beer                                   BOSTON Beer CO INC            $30,364           $5                    $30,369           0.0%          403
BeVerAGeS -NON-AlCOHOlIC               reD BUll GmBH                 $56,479           $8,150                $64,629           12.6%         30
BeVerAGeS -NON-AlCOHOlIC               COCA-COlA CO                  $362,597          $27,907               $390,504          7.1%          84
BeVerAGeS -NON-AlCOHOlIC               AmerICAS DAIrY FArmerS        $87,441           $5,663                $93,105           6.1%          100
BeVerAGeS -NON-AlCOHOlIC               Dr pepper SNApple GrOUp INC   $110,663          $3,025                $113,688          2.7%          176
BeVerAGeS -NON-AlCOHOlIC               pepSICO INC                   $680,062          $11,169               $691,231          1.6%          210
BeVerAGeS -NON-AlCOHOlIC               OCeAN SprAY CrANBerrIeS INC   $40,756           $-                    $40,756           0.0%          487
BeVerAGeS-AlCOHOlIC                    DIAGeO plC                    $91,270           $8,940                $100,209          8.9%          63
BeVerAGeS-AlCOHOlIC                    BrOWN-FOrmAN COrp             $28,514           $741                  $29,255           2.5%          181
BeVerAGeS-AlCOHOlIC                    perNOD rICArD SA              $55,485           $844                  $56,329           1.5%          216
                                       lVmH mOeT HeNNeSSY lOUIS
BeVerAGeS-AlCOHOlIC                                                  $175,034          $859                  $175,893          0.5%          269
                                       VUITTON SA
BeVerAGeS-AlCOHOlIC                    BACArDI lTD                   $28,668           $104                  $28,772           0.4%          291
BeVerAGeS-AlCOHOlIC                    FOrTUNe BrANDS INC            $110,785          $110                  $110,895          0.1%          351



           AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


5          The AssociATion of hispAnic AdverTising Agencies                                                                                        www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                  hispanic
                  marketing
                  investment
                  trends 2009                                                                               B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                  overALL                           hispAnic      hispAnic
                                                                                                                                    ALLocATion    overALL
                                                                          prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                    spend         rAnk Among
                                                                                                                                                  Top 500
                                                                                                                                                  AdverTisers

                                                                                                                                    % hisp =
cATegory                                                                 2008 non-hisp      2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                        ToTAL $$$(000)     ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                    hisp $)
BeVerAGeS-AlCOHOlIC                     ST mAArTeN SpIrITS lTD           $39,530           $-                    $39,530           0.0%          444
CONSUmer SerVICeS-DIVerSIFIeD           TelIGeNCe (FONOCHAT, eTC.)       $32,554           $2,541                $35,095           7.2%          82
CONSUmer SerVICeS-DIVerSIFIeD           lIFelOCK INC                     $60,226           $130                  $60,356           0.2%          315
                                        lAW OFFICeS OF JAmeS SOKOlOVe
CONSUmer SerVICeS-DIVerSIFIeD                                            $28,385           $21                   $28,407           0.1%          364
                                        llC
CONSUmer SerVICeS-DIVerSIFIeD           eHArmONY.COm INC                 $85,304           $38                   $85,343           0.0%          381
CONSUmer SerVICeS-DIVerSIFIeD           mONSTer WOrlDWIDe INC            $32,390           $9                    $32,399           0.0%          392
CONSUmer SerVICeS-DIVerSIFIeD           pUBlIC STOrAGe INC               $39,958           $-                    $39,958           0.0%          455
                                        WOrlD reSerVe mONeTArY
CONSUmer SerVICeS-DIVerSIFIeD                                            $36,590           $-                    $36,590           0.0%          454
                                        eXCHANGe
DIeT-SUpplemeNTS-VITAmINS               IOVATe HeAlTH SCIeNCeS GrOUp INC $119,337          $6,091                $125,428          4.9%          121
DIeT-SUpplemeNTS-VITAmINS               OBeSITY reSeArCH INST llC        $41,978           $661                  $42,639           1.5%          214
DIeT-SUpplemeNTS-VITAmINS               NXlABS INC                       $32,302           $78                   $32,380           0.2%          309
DIeT-SUpplemeNTS-VITAmINS               GNC ACQUISITION HOlDINGS INC     $28,294           $0                    $28,294           0.0%          430
DIeT-SUpplemeNTS-VITAmINS               NUTrI/SYSTem INC                 $176,591          $2                    $176,593          0.0%          432
DIeT-SUpplemeNTS-VITAmINS               ArTAl lUXemBOrG SA               $83,985           $-                    $83,985           0.0%          456
DIeT-SUpplemeNTS-VITAmINS               BASIC reSeArCH llC               $41,339           $-                    $41,339           0.0%          457
                                        AlBAr preCIOUS meTAl reFINNG
DIreCT CONSUmer mArKeTING                                                $166,589          $10,072               $176,661          5.7%          104
                                        INC-OD
DIreCT CONSUmer mArKeTING               AllSTAr mArKeTING GrOUp llC      $77,222           $3,657                $80,879           4.5%          129
DIreCT CONSUmer mArKeTING               JOSepH eNTerprISeS INC           $42,356           $1,034                $43,389           2.4%          188
DIreCT CONSUmer mArKeTING               IDeAVIllAGe prODUCTS COrp        $46,912           $314                  $47,226           0.7%          259
DIreCT CONSUmer mArKeTING               SUAreZ COrp INDUSTrIeS           $35,382           $61                   $35,443           0.2%          329
                                        HArrISON WOrlDWIDe eNTerprISe
DIreCT CONSUmer mArKeTING                                             $46,911              $-                    $46,911           0.0%          458
                                        INC
DIreCT CONSUmer mArKeTING               TeCHNOBrANDS INC                 $31,629           $-                    $31,629           0.0%          459


            AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


6           The AssociATion of hispAnic AdverTising Agencies                                                                                           www.AhAA.org
                    The AssociATion of hispAnic AdverTising Agencies

                    hispanic
                    marketing
                    investment
                    trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                  overALL                           hispAnic         hispAnic
                                                                                                                                    ALLocATion       overALL
                                                                          prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL       ALLocATion
                                                                                                                                    spend            rAnk Among
                                                                                                                                                     Top 500
                                                                                                                                                     AdverTisers

                                                                                                                                    % hisp =
cATegory                                                                  2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                         pArenT compAny
                                                                         ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                    hisp $)
eDUCATION                                DeVrY INC                       $32,394           $2,162                $34,556           6.3%          98
eDUCATION                                ITT eDUCATIONAl SVCS INC        $153,972          $8,479                $162,451          5.2%          115
eDUCATION                                rOSeTTA STONe lTD               $111,716          $2,986                $114,701          2.6%          178
eDUCATION                                ApOllO GrOUp INC                $28,233           $654                  $28,887           2.3%          191
eDUCATION                                CAreer eDUCATION COrp           $76,198           $1,020                $77,218           1.3%          229
eDUCATION                                COrINTHIAN COlleGeS INC         $52,810           $240                  $53,050           0.5%          274
eDUCATION                                AlTA COlleGeS INC               $41,957           $156                  $42,114           0.4%          289
eDUCATION                                mOUNTe llC                      $30,600           $50                   $30,650           0.2%          332
eDUCATION                                NATl COlleGIATe ATHleTIC ASSN   $66,826           $73                   $66,898           0.1%          345
eDUCATION                                eDGe ACQUISITION llC            $49,880           $22                   $49,902           0.0%          383
eDUCATION                                VIDeO prOFeSSOr INC             $67,870           $18                   $67,888           0.0%          393
eDUCATION                                eDUCATION mANAGemeNT COrp       $43,130           $7                    $43,138           0.0%          405
eDUCATION                                AmerICAN peTrOleUm INST INC     $45,477           $-                    $45,477           0.0%          461
eDUCATION                                UNIVerSAl TeCHNICAl INST INC    $32,451           $-                    $32,451           0.0%          460
eleCTrONICS-COmpUTer                     SONY COrp                       $622,159          $12,474               $634,633          2.0%          196
eleCTrONICS-COmpUTer                     mICrOSOFT COrp                  $243,014          $4,324                $247,338          1.7%          203
eleCTrONICS-COmpUTer                     HeWleTT-pACKArD CO              $118,084          $1,085                $119,169          0.9%          247
eleCTrONICS-COmpUTer                     Dell INC                        $200,139          $217                  $200,356          0.1%          346
eleCTrONICS-COmpUTer                     Apple INC                       $320,989          $249                  $321,238          0.1%          363
eleCTrONICS-COmpUTer                     leNOVO GrOUp lTD                $29,847           $-                    $29,847           0.0%          462
eleCTrONICS-OTHer                        VIGNeTTe pAreNT                 $70,415           $44,265               $114,681          38.6%         4
eleCTrONICS-OTHer                        NINTeNDO CO lTD                 $89,022           $3,106                $92,128           3.4%          149
eleCTrONICS-OTHer                        reSeArCH IN mOTION lTD          $96,630           $3,044                $99,674           3.1%          160


            AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


7           The AssociATion of hispAnic AdverTising Agencies                                                                                           www.AhAA.org
                    The AssociATion of hispAnic AdverTising Agencies

                    hispanic
                    marketing
                    investment
                    trends 2009                                                                            B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                 overALL                           hispAnic      hispAnic
                                                                                                                                   ALLocATion    overALL
                                                                         prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                   spend         rAnk Among
                                                                                                                                                 Top 500
                                                                                                                                                 AdverTisers

                                                                                                                                   % hisp =
cATegory                                                                 2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                         pArenT compAny
                                                                        ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                   hisp $)
eleCTrONICS-OTHer                        HD rADIO                       $38,637           $1,173                $39,810           2.9%          164
eleCTrONICS-OTHer                        lG GrOUp                       $83,240           $303                  $83,543           0.4%          290
eleCTrONICS-OTHer                        rOYAl pHIlIpS eleCTrONICS NV   $43,954           $39                   $43,992           0.1%          355
eleCTrONICS-OTHer                        SAmSUNG eleCTrONICS CO lTD     $179,542          $127                  $179,668          0.1%          367
eleCTrONICS-OTHer                        ASCeNTIVe llC-pH               $45,243           $25                   $45,269           0.1%          375
eleCTrONICS-OTHer                        BOSe COrp                      $168,566          $70                   $168,636          0.0%          385
eleCTrONICS-OTHer                        NIKON COrp                     $97,275           $3                    $97,278           0.0%          425
eleCTrONICS-OTHer                        CITrIX SYSTemS INC             $41,953           $0                    $41,953           0.0%          440
eleCTrONICS-OTHer                        GArmIN lTD                     $47,405           $0                    $47,405           0.0%          441
eleCTrONICS-OTHer                        CANON INC                      $71,961           $-                    $71,961           0.0%          463
eleCTrONICS-OTHer                        SHArp COrp                     $66,042           $-                    $66,042           0.0%          464
eNerGY                                   Bp plC                         $89,391           $2,936                $92,326           3.2%          156
eNerGY                                   rOYAl DUTCH SHell plC          $85,900           $2,040                $87,940           2.3%          189
eNerGY                                   CHeVrON COrp                   $98,489           $2,226                $100,715          2.2%          193
eNerGY                                   eXXON mOBIl COrp               $127,565          $505                  $128,070          0.4%          287
FINANCIAl SerVICeS-BANKS-mOrTGAGe        NATl ASSN OF reAlTOrS          $54,991           $4,198                $59,189           7.1%          85
FINANCIAl SerVICeS-BANKS-mOrTGAGe        WellS FArGO & CO               $150,086          $11,023               $161,110          6.8%          89
FINANCIAl SerVICeS-BANKS-mOrTGAGe        BANK OF AmerICA COrp           $260,813          $14,514               $275,326          5.3%          114
FINANCIAl SerVICeS-BANKS-mOrTGAGe        JpmOrGAN CHASe & CO            $331,999          $16,901               $348,900          4.8%          122
FINANCIAl SerVICeS-BANKS-mOrTGAGe        re/mAX INTl INC                $62,713           $2,447                $65,160           3.8%          143
FINANCIAl SerVICeS-BANKS-mOrTGAGe        pNC FINANCIAl SVCS GrOUp INC   $49,902           $534                  $50,436           1.1%          242
FINANCIAl SerVICeS-BANKS-mOrTGAGe        reGIONS FINANCIAl COrp         $33,432           $299                  $33,732           0.9%          249
FINANCIAl SerVICeS-BANKS-mOrTGAGe        HSBC HOlDINGS plC              $39,168           $189                  $39,356           0.5%          272


           AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


8           The AssociATion of hispAnic AdverTising Agencies                                                                                          www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                   hispanic
                   marketing
                   investment
                   trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                 overALL                           hispAnic      hispAnic
                                                                                                                                   ALLocATion    overALL
                                                                         prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                   spend         rAnk Among
                                                                                                                                                 Top 500
                                                                                                                                                 AdverTisers

                                                                                                                                   % hisp =
cATegory                                                                 2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                        ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                   hisp $)
FINANCIAl SerVICeS-BANKS-mOrTGAGe       reAl eSTATe DISpOSITION COrp    $28,986           $135                  $29,121           0.5%          273
FINANCIAl SerVICeS-BANKS-mOrTGAGe       CITIGrOUp INC                   $252,256          $665                  $252,921          0.3%          306
FINANCIAl SerVICeS-BANKS-mOrTGAGe       ING GrOep NV                    $62,051           $112                  $62,162           0.2%          328
FINANCIAl SerVICeS-BANKS-mOrTGAGe       leNDINGTree llC                 $38,200           $31                   $38,231           0.1%          360
FINANCIAl SerVICeS-BANKS-mOrTGAGe       BArClAYS plC                    $31,579           $15                   $31,594           0.0%          379
                                        rOYAl BANK OF SCOTlAND GrOUp
FINANCIAl SerVICeS-BANKS-mOrTGAGe                                       $39,483           $14                   $39,497           0.0%          389
                                        plC
FINANCIAl SerVICeS-BANKS-mOrTGAGe       AmerIprISe FINANCIAl INC        $28,663           $-                    $28,663           0.0%          465
FINANCIAl SerVICeS-CreDIT CArDS         VISA INTl                       $304,852          $19,879               $324,732          6.1%          99
FINANCIAl SerVICeS-CreDIT CArDS         mASTerCArD INC                  $207,560          $6,758                $214,318          3.2%          158
FINANCIAl SerVICeS-CreDIT CArDS         TrANSUNION COrp                 $40,851           $202                  $41,053           0.5%          268
FINANCIAl SerVICeS-CreDIT CArDS         eXperIAN GrOUp lTD              $72,265           $138                  $72,403           0.2%          322
FINANCIAl SerVICeS-CreDIT CArDS         CApITAl ONe FINANCIAl COrp      $169,308          $146                  $169,455          0.1%          356
FINANCIAl SerVICeS-CreDIT CArDS         AmerICAN eXpreSS CO             $282,274          $20                   $282,295          0.0%          417
FINANCIAl SerVICeS-CreDIT CArDS         DISCOVer FINANCIAl SVCS llC     $70,651           $2                    $70,653           0.0%          423
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     ArCApITA BANK BSC               $28,586           $3,302                $31,888           10.4%         49
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     BANKrATe INC                    $32,881           $450                  $33,331           1.4%          226
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     CreDIT SUISSe GrOUp AG          $49,746           $177                  $49,922           0.4%          293
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     CHArleS SCHWAB COrp             $94,926           $178                  $95,103           0.2%          325
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     UBS AG                          $29,556           $50                   $29,607           0.2%          330
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     VANGUArD GrOUp INC              $30,894           $43                   $30,936           0.1%          338
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     prINCIpAl FINANCIAl GrOUp INC   $30,159           $6                    $30,165           0.0%          400
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     e TrADe FINANCIAl COrp          $122,270          $20                   $122,289          0.0%          406



            AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


9           The AssociATion of hispAnic AdverTising Agencies                                                                                          www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                   hispanic
                   marketing
                   investment
                   trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                 overALL                           hispAnic      hispAnic
                                                                                                                                   ALLocATion    overALL
                                                                         prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                   spend         rAnk Among
                                                                                                                                                 Top 500
                                                                                                                                                 AdverTisers

                                                                                                                                   % hisp =
cATegory                                                                 2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                        ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                   hisp $)
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     Fmr COrp                        $129,252          $1                    $129,253          0.0%          435
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     FrANKlIN reSOUrCeS INC          $28,556           $-                    $28,556           0.0%          471
                                        HArTFOrD FINANCIAl SVCS GrOUp
FINANCIAl SerVICeS-INVeSTmeNT FIrmS                                     $61,043           $-                    $61,043           0.0%          468
                                        INC
                                        INTl CApITAl & mANAGemeNT CO
FINANCIAl SerVICeS-INVeSTmeNT FIrmS                                     $47,976           $-                    $47,976           0.0%          469
                                        lllp
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     JONeS FINANCIAl COS lp          $30,030           $-                    $30,030           0.0%          470
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     T rOWe prICe ASSOC INC          $70,148           $-                    $70,148           0.0%          466
FINANCIAl SerVICeS-INVeSTmeNT FIrmS     TD AmerITrADe HOlDING COrp      $63,868           $-                    $63,868           0.0%          467
FINANCIAl SerVICeS-OTHer                H&r BlOCK INC                   $93,142           $10,272               $103,413          9.9%          52
FINANCIAl SerVICeS-OTHer                JG WeNTWOrTH SSC lp             $32,871           $-                    $32,871           0.0%          472
FITNeSS-SpOrTS                          NAUTIlUS INC                    $64,508           $5,912                $70,420           8.4%          67
FITNeSS-SpOrTS                          NATl FOOTBAll leAGUe            $156,030          $1,633                $157,663          1.0%          244
                                        NATl ASSN OF STOCK Cr AUTO
FITNeSS-SpOrTS                                                          $58,093           $232                  $58,324           0.4%          286
                                        rCNG INC
FITNeSS-SpOrTS                          CAllAWAY GOlF INC               $45,768           $39                   $45,806           0.1%          357
FITNeSS-SpOrTS                          pGA TOUr INC                    $47,577           $20                   $47,597           0.0%          384
FITNeSS-SpOrTS                          DICKS SpOrTING GOODS INC        $41,523           $3                    $41,526           0.0%          418
FUrNITUre                               rOOmS TO GO INC                 $161,316          $19,885               $181,201          11.0%         39
FUrNITUre                               IKeA SVeNSKA AB                 $84,225           $7,859                $92,084           8.5%          65
FUrNITUre                               SleepYS INC                     $50,120           $4,352                $54,472           8.0%          77
                                        BOBS DISCNT FrNTre & WHlSle
FUrNITUre                                                               $34,012           $2,007                $36,019           5.6%          106
                                        WBS INC
FUrNITUre                               mCmAHANS FUrNITUre CO INC       $35,958           $1,017                $36,975           2.8%          173
FUrNITUre                               KellY-WIGGINS FUrNITUre INC     $96,385           $2,221                $98,606           2.3%          192
FUrNITUre                               TempUr-peDIC INTl INC           $70,846           $982                  $71,828           1.4%          225


            AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


10          The AssociATion of hispAnic AdverTising Agencies                                                                                          www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                   hispanic
                   marketing
                   investment
                   trends 2009                                                                              B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                  overALL                           hispAnic      hispAnic
                                                                                                                                    ALLocATion    overALL
                                                                          prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                    spend         rAnk Among
                                                                                                                                                  Top 500
                                                                                                                                                  AdverTisers

                                                                                                                                    % hisp =
cATegory                                                                  2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                         ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                    hisp $)
FUrNITUre                               SeleCT COmFOrT COrp              $102,886          $104                  $102,991          0.1%          349
FUrNITUre                               Sleep TrAIN INC                  $39,798           $8                    $39,806           0.0%          401
FUrNITUre                               FUrNITUre rOW llC                $36,540           $5                    $36,545           0.0%          412
FUrNITUre                               lA-Z-BOY INC                     $61,082           $0                    $61,082           0.0%          442
FUrNITUre                               rAYmOUrS FUrNITUre CO INC        $97,914           $0                    $97,914           0.0%          443
FUrNITUre                               ArT VAN FUrNITUre INC            $32,814           $-                    $32,814           0.0%          475
FUrNITUre                               eTHAN AlleN HOme INTerIOrS INC   $33,738           $-                    $33,738           0.0%          474
FUrNITUre                               FUrNITUre BrANDS INTl INC        $37,949           $-                    $37,949           0.0%          473
                                        mATHIS BrOTHerS FUrNITUre
FUrNITUre                                                                $28,745           $-                    $28,745           0.0%          476
                                        CO INC
GOVerNmeNT                              CAlIFOrNIA STATe OF              $125,798          $17,390               $143,189          12.1%         31
GOVerNmeNT                              US GOVerNmeNT                    $612,029          $74,372               $686,401          10.8%         42
GOVerNmeNT                              NeW YOrK STATe OF                $95,824           $11,254               $107,078          10.5%         47
GOVerNmeNT                              TeXAS STATe OF                   $79,262           $9,130                $88,392           10.3%         50
GOVerNmeNT                              FlOrIDA STATe OF                 $105,051          $6,100                $111,150          5.5%          108
                                        OrlANDO/OrANGe COUNTY C&VB
GOVerNmeNT                                                               $38,821           $592                  $39,412           1.5%          215
                                        INC
GOVerNmeNT                              peNNSYlVANIA STATe OF            $40,250           $27                   $40,276           0.1%          370
HOme ImprOVemeNT                        HOme DepOT INC                   $371,897          $43,247               $415,144          10.4%         48
HOme ImprOVemeNT                        lOWeS COS INC                    $311,285          $31,165               $342,450          9.1%          61
HOme ImprOVemeNT                        empIre TODAY llC                 $169,543          $9,995                $179,539          5.6%          107
HOme ImprOVemeNT                        meNArD INC                       $62,096           $2,035                $64,131           3.2%          157
HOme ImprOVemeNT                        KOHler CO                        $33,042           $403                  $33,445           1.2%          235
HOme ImprOVemeNT                        ppG INDUSTrIeS INC               $30,599           $272                  $30,871           0.9%          250



             AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


11           The AssociATion of hispAnic AdverTising Agencies                                                                                          www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                   hispanic
                   marketing
                   investment
                   trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                 overALL                           hispAnic      hispAnic
                                                                                                                                   ALLocATion    overALL
                                                                         prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                   spend         rAnk Among
                                                                                                                                                 Top 500
                                                                                                                                                 AdverTisers

                                                                                                                                   % hisp =
cATegory                                                                 2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                        ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                   hisp $)
HOme ImprOVemeNT                        VAlSpAr COrp                    $34,254           $144                  $34,397           0.4%          281
HOme ImprOVemeNT                        ACe HArDWAre COrp               $41,259           $123                  $41,382           0.3%          304
HOme ImprOVemeNT                        STANleY STeemer INTl INC        $59,572           $60                   $59,632           0.1%          350
HOme ImprOVemeNT                        SHerWIN-WIllIAmS CO             $67,688           $47                   $67,735           0.1%          369
HOme ImprOVemeNT                        BATH FITTer FrANCHISING INC     $29,283           $15                   $29,298           0.0%          378
                                        BrINKS HOme SeCUrITY HOlDINGS
HOme ImprOVemeNT                                                        $32,565           $8                    $32,573           0.0%          394
                                        INC
                                        CHAmpION WINDOWS mFG & SUplY
HOme ImprOVemeNT                                                        $38,093           $-                    $38,093           0.0%          477
                                        CO INC
HOme ImprOVemeNT                        mASCO COrp                      $28,971           $-                    $28,971           0.0%          478
                                        STATe FArm mUTUAl AUTOmOBIle
INSUrANCe-AUTO                                                          $276,188          $86,890               $363,078          23.9%         10
                                        INS CO
INSUrANCe-AUTO                          AllSTATe COrp                   $243,910          $50,429               $294,339          17.1%         18
INSUrANCe-AUTO                          AmerICAN FAmIlY INSUrANCe CO    $31,632           $1,147                $32,778           3.5%          147
INSUrANCe-AUTO                          BerKSHIre HATHAWAY INC          $800,761          $17,077               $817,838          2.1%          195
INSUrANCe-AUTO                          NATIONWIDe mUTUAl INSUrANCe CO $154,947           $2,743                $157,690          1.7%          206
INSUrANCe-AUTO                          prOGreSSIVe COrp                $247,976          $3,618                $251,594          1.4%          218
INSUrANCe-AUTO                          lIBerTY mUTUAl HOlDING CO INC   $88,493           $361                  $88,854           0.4%          284
INSUrANCe-AUTO                          SAFe AUTO INSUrANCe CO          $73,282           $101                  $73,383           0.1%          339
                                        WHITe mOUNTAINS INSUrANCe
INSUrANCe-AUTO                                                          $72,061           $58                   $72,119           0.1%          359
                                        GrOUp lTD
INSUrANCe-AUTO                          merCUrY GeNerAl COrp            $30,839           $2                    $30,842           0.0%          416
INSUrANCe-AUTO                          TrAVelerS COS INC               $58,160           $2                    $58,163           0.0%          422
INSUrANCe-AUTO                          AmICA mUTUAl INSUrANCe CO       $37,611           $0                    $37,611           0.0%          439
INSUrANCe-HeAlTH                        KAISer FNDN HeAlTH plAN INC     $43,048           $1,791                $44,839           4.0%          138
INSUrANCe-HeAlTH                        AeTNA INC                       $30,139           $1,215                $31,355           3.9%          140


           AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


12         The AssociATion of hispAnic AdverTising Agencies                                                                                           www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                   hispanic
                   marketing
                   investment
                   trends 2009                                                                              B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                  overALL                           hispAnic      hispAnic
                                                                                                                                    ALLocATion    overALL
                                                                          prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                    spend         rAnk Among
                                                                                                                                                  Top 500
                                                                                                                                                  AdverTisers

                                                                                                                                    % hisp =
cATegory                                                                  2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                         ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                    hisp $)
INSUrANCe-HeAlTH                        HUmANA INC                       $74,363           $2,255                $76,618           2.9%          165
INSUrANCe-HeAlTH                        HIGHmArK INC                     $53,519           $1,494                $55,013           2.7%          175
INSUrANCe-HeAlTH                        CONSeCO INC                      $53,317           $2                    $53,318           0.0%          424
                                        ArTHUr mIDDleTON CApITAl
INSUrANCe-HeAlTH                                                         $36,253           $-                    $36,253           0.0%          480
                                        HlDNGS INC
INSUrANCe-HeAlTH                        meDCO HeAlTH SOlUTIONS INC       $43,054           $-                    $43,054           0.0%          479
INSUrANCe-lIFe                          prUDeNTIAl FINANCIAl INC         $91,046           $2,726                $93,772           2.9%          170
INSUrANCe-lIFe                          meTrOpOlITAN lIFe INSUrANCe CO   $62,301           $339                  $62,640           0.5%          266
INSUrANCe-lIFe                          NeW YOrK lIFe INSUrANCe CO       $32,998           $143                  $33,141           0.4%          277
                                        mASSACHUSeTTS mUTUAl lIFe
INSUrANCe-lIFe                                                           $28,378           $91                   $28,468           0.3%          300
                                        INS CO
INSUrANCe-OTHer                         ZUrICH FINANCIAl SVCS GrOUp      $73,247           $11,129               $84,377           13.2%         27
INSUrANCe-OTHer                         AmerICAN INTl GrOUp INC          $100,569          $11,827               $112,396          10.5%         46
INSUrANCe-OTHer                         AFlAC INC                        $70,685           $4,802                $75,487           6.4%          96
INSUrANCe-OTHer                         ASSUrANT INC                     $44,501           $-                    $44,501           0.0%          481
lUXUrY BrANDS                           TIFFANY & CO                     $50,733           $276                  $51,009           0.5%          267
lUXUrY BrANDS                           CHANel SA                        $62,765           $265                  $63,030           0.4%          279
lUXUrY BrANDS                           ppr SA                           $80,034           $331                  $80,365           0.4%          283
lUXUrY BrANDS                           mOVADO GrOUp INC                 $28,494           $90                   $28,584           0.3%          301
lUXUrY BrANDS                           DOlCe & GABBANA Srl              $63,770           $194                  $63,964           0.3%          303
                                        COmpAGNIe FINANCIere rICHemONT
lUXUrY BrANDS                                                          $81,756             $164                  $81,920           0.2%          318
                                        SA
lUXUrY BrANDS                           prADA HOlDING NV                 $44,195           $35                   $44,230           0.1%          362
lUXUrY BrANDS                           mONTreS rOleX SA                 $45,407           $32                   $45,439           0.1%          366
lUXUrY BrANDS                           De BeerS SA                      $31,702           $-                    $31,702           0.0%          485


            AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


13          The AssociATion of hispAnic AdverTising Agencies                                                                                           www.AhAA.org
                  The AssociATion of hispAnic AdverTising Agencies

                  hispanic
                  marketing
                  investment
                  trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                overALL                           hispAnic         hispAnic
                                                                                                                                  ALLocATion       overALL
                                                                        prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL       ALLocATion
                                                                                                                                  spend            rAnk Among
                                                                                                                                                   Top 500
                                                                                                                                                   AdverTisers

                                                                                                                                  % hisp =
cATegory                                                                2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                       pArenT compAny
                                                                       ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                  hisp $)
lUXUrY BrANDS                          GIOrGIO ArmANI COrp             $32,505           $-                    $32,505           0.0%          484
meDIA & eNTerTAINmeNT                  VIVeNDI SA                      $103,417          $71,908               $175,325          41.0%         2
meDIA & eNTerTAINmeNT                  rIppleWOOD HOlDINGS llC         $50,747           $15,354               $66,101           23.2%         11
meDIA & eNTerTAINmeNT                  eCHOSTAr COmmUNICATIONS COrp    $164,543          $38,083               $202,626          18.8%         13
meDIA & eNTerTAINmeNT                  WeINSTeIN CO llC                $71,122           $16,145               $87,267           18.5%         14
meDIA & eNTerTAINmeNT                  SIX FlAGS INC                   $48,222           $3,995                $52,218           7.7%          79
meDIA & eNTerTAINmeNT                  WAlT DISNeY CO                  $852,275          $49,080               $901,354          5.4%          109
meDIA & eNTerTAINmeNT                  CeDAr FAIr lp                   $30,180           $1,573                $31,753           5.0%          118
meDIA & eNTerTAINmeNT                  lIONS GATe eNTerTAINmeNT COrp   $190,268          $9,656                $199,924          4.8%          123
meDIA & eNTerTAINmeNT                  NeWS COrp                       $676,782          $31,433               $708,215          4.4%          130
meDIA & eNTerTAINmeNT                  TIme WArNer INC                 $991,215          $36,164               $1,027,379        3.5%          146
meDIA & eNTerTAINmeNT                  NATl AmUSemeNTS INC             $709,042          $24,062               $733,103          3.3%          153
meDIA & eNTerTAINmeNT                  WASHINGTON pOST CO INC          $51,293           $1,710                $53,002           3.2%          154
                                       GeNerAl eleCTrIC CO (NBC,
meDIA & eNTerTAINmeNT                                                  $926,556          $27,793               $954,349          2.9%          169
                                       TelemUNDO, eTC.)
meDIA & eNTerTAINmeNT                  BerTelSmANN AG                  $87,849           $2,484                $90,333           2.7%          174
meDIA & eNTerTAINmeNT                  ApOllO ADVISOrS lp              $147,013          $3,911                $150,923          2.6%          179
meDIA & eNTerTAINmeNT                  CC meDIA HOlDINGS INC           $30,280           $537                  $30,818           1.7%          205
meDIA & eNTerTAINmeNT                  meTrO-GOlDWYN-mAYer INC         $83,510           $1,432                $84,942           1.7%          209
meDIA & eNTerTAINmeNT                  lAGArDere SCA                   $28,772           $415                  $29,187           1.4%          220
meDIA & eNTerTAINmeNT                  SUmmIT eNTerTAINmeNT llC        $46,293           $598                  $46,891           1.3%          232
meDIA & eNTerTAINmeNT                  HAmleT HOlDINGS INC             $59,977           $723                  $60,700           1.2%          237
meDIA & eNTerTAINmeNT                  eleCTrONIC ArTS INC             $77,202           $914                  $78,116           1.2%          238



           AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


14          The AssociATion of hispAnic AdverTising Agencies                                                                                         www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                  hispanic
                  marketing
                  investment
                  trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                overALL                           hispAnic         hispAnic
                                                                                                                                  ALLocATion       overALL
                                                                        prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL       ALLocATion
                                                                                                                                  spend            rAnk Among
                                                                                                                                                   Top 500
                                                                                                                                                   AdverTisers

                                                                                                                                  % hisp =
cATegory                                                                2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                       ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                  hisp $)
meDIA & eNTerTAINmeNT                   KUmeYAAY NATION                $33,817           $299                  $34,116           0.9%          251
meDIA & eNTerTAINmeNT                   FIrST meDIA GrOUp INC          $38,654           $188                  $38,842           0.5%          270
meDIA & eNTerTAINmeNT                   VAlASSIS COmmUNICATIONS INC    $51,617           $249                  $51,866           0.5%          271
meDIA & eNTerTAINmeNT                   IAC/INTerACTIVeCOrp            $94,451           $225                  $94,676           0.2%          310
meDIA & eNTerTAINmeNT                   NeTFlIX INC                    $84,798           $153                  $84,950           0.2%          327
meDIA & eNTerTAINmeNT                   UBISOFT eNTerTAINmeNT SA       $44,146           $54                   $44,200           0.1%          343
meDIA & eNTerTAINmeNT                   DISCOVerY HOlDING CO           $55,027           $64                   $55,091           0.1%          344
meDIA & eNTerTAINmeNT                   GANNeTT CO INC                 $35,487           $14                   $35,501           0.0%          386
meDIA & eNTerTAINmeNT                   THQ INC                        $30,436           $0                    $30,436           0.0%          431
meDIA & eNTerTAINmeNT                   HlTH COrp                      $31,509           $-                    $31,509           0.0%          486
meDIA & eNTerTAINmeNT - SUBSCrIpTION
                                        DIreCTV GrOUp INC              $279,152          $91,786               $370,938          24.7%         8
TV/rADIO
meDIA & eNTerTAINmeNT - SUBSCrIpTION
                                        CABleVISION SYSTemS COrp       $84,243           $10,207               $94,450           10.8%         43
TV/rADIO
meDIA & eNTerTAINmeNT - SUBSCrIpTION
                                        lIBerTY meDIA COrp             $135,450          $6,499                $141,949          4.6%          128
TV/rADIO
meDIA & eNTerTAINmeNT - SUBSCrIpTION
                                        COX eNTerprISeS INC            $89,501           $1,956                $91,457           2.1%          194
TV/rADIO
meDIA & eNTerTAINmeNT - SUBSCrIpTION
                                        COmCAST COrp                   $392,772          $6,990                $399,762          1.7%          202
TV/rADIO
                                        ST JUDe CHIlDreNS reSeArCH
NON-prOFIT                                                             $28,891           $18,273               $47,163           38.7%         3
                                        HOSpITAl
                                        pArTNerSHIp FOr A DrUG-Free
NON-prOFIT                                                             $28,856           $4,613                $33,469           13.8%         26
                                        AmerICA
NON-prOFIT                              CHrISTIAN CHIlDreNS FUND       $31,451           $1,034                $32,485           3.2%          155
NON-prOFIT                              AmerICAN leGACY FNDN           $39,379           $409                  $39,789           1.0%          245
                                        AmerICAN ASSN OF reTIreD
NON-prOFIT                                                             $152,949          $401                  $153,350          0.3%          308
                                        perSONS
NON-prOFIT                              AmerICAN AUTOmOBIle ASSN INC   $46,021           $91                   $46,112           0.2%          320



             AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


15           The AssociATion of hispAnic AdverTising Agencies                                                                                        www.AhAA.org
                  The AssociATion of hispAnic AdverTising Agencies

                  hispanic
                  marketing
                  investment
                  trends 2009                                                                            B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                               overALL                           hispAnic      hispAnic
                                                                                                                                 ALLocATion    overALL
                                                                       prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                 spend         rAnk Among
                                                                                                                                               Top 500
                                                                                                                                               AdverTisers

                                                                                                                                 % hisp =
cATegory                                                              2008 non-hisp      2008 hispAnic        2008 nh + hisp     hispAnic $
                                       pArenT compAny
                                                                     ToTAL $$$(000)     ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                 hisp $)
                                       AmerICAN SOC prVNT CrlTY ANmlS
NON-prOFIT                                                            $31,765           $22                   $31,787           0.1%          368
                                       INC
pACKAGeD GOODS                         COlGATe-pAlmOlIVe CO           $80,956           $18,366               $99,322           18.5%         15
pACKAGeD GOODS                         JW CHIlDS ASSOC lp             $49,948           $5,950                $55,898           10.6%         44
pACKAGeD GOODS                         NeSTle SA                      $479,137          $56,792               $535,929          10.6%         45
pACKAGeD GOODS                         SC JOHNSON & SON INC           $369,900          $36,846               $406,746          9.1%          62
pACKAGeD GOODS                         KImBerlY-ClArK COrp            $135,485          $12,232               $147,717          8.3%          71
pACKAGeD GOODS                         HerSHeY CO                     $123,482          $10,932               $134,414          8.1%          74
pACKAGeD GOODS                         ClOrOX CO                      $347,030          $29,018               $376,048          7.7%          78
pACKAGeD GOODS                         mArS INC                       $455,664          $37,199               $492,863          7.5%          80
pACKAGeD GOODS                         GrOUpe DANONe                  $124,765          $9,458                $134,223          7.0%          86
pACKAGeD GOODS                         rAlCOrp HOlDINGS INC           $79,291           $5,701                $84,992           6.7%          90
pACKAGeD GOODS                         prOCTer & GAmBle CO            $2,602,846        $183,398              $2,786,244        6.6%          93
pACKAGeD GOODS                         GeNerAl mIllS INC              $663,994          $41,945               $705,939          5.9%          103
pACKAGeD GOODS                         KOCH INDUSTrIeS INC            $126,014          $6,436                $132,449          4.9%          120
pACKAGeD GOODS                         Jm SmUCKer CO                  $81,820           $4,136                $85,955           4.8%          124
pACKAGeD GOODS                         UNIleVer                       $595,923          $27,311               $623,233          4.4%          131
pACKAGeD GOODS                         eNerGIZer HOlDINGS INC         $148,764          $6,486                $155,250          4.2%          132
pACKAGeD GOODS                         TYSON FOODS INC                $46,479           $1,602                $48,081           3.3%          151
pACKAGeD GOODS                         CADBUrY plC                    $115,207          $3,957                $119,164          3.3%          152
pACKAGeD GOODS                         KrAFT FOODS INC                $689,269          $20,502               $709,771          2.9%          172
pACKAGeD GOODS                         KellOGG CO                     $453,659          $8,955                $462,614          1.9%          199
pACKAGeD GOODS                         HeNKel KGAA                    $36,472           $458                  $36,931           1.2%          234



             AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


16           The AssociATion of hispAnic AdverTising Agencies                                                                                       www.AhAA.org
                  The AssociATion of hispAnic AdverTising Agencies

                  hispanic
                  marketing
                  investment
                  trends 2009                                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                              overALL                           hispAnic      hispAnic
                                                                                                                                ALLocATion    overALL
                                                                      prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                spend         rAnk Among
                                                                                                                                              Top 500
                                                                                                                                              AdverTisers

                                                                                                                                % hisp =
cATegory                                                              2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                       pArenT compAny
                                                                     ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                hisp $)
pACKAGeD GOODS                         mCCOrmICK & CO INC            $55,821           $633                  $56,454           1.1%          239
pACKAGeD GOODS                         reCKITT BeNCKISer plC         $481,832          $3,794                $485,626          0.8%          254
pACKAGeD GOODS                         HOrmel FOODS COrp             $58,787           $247                  $59,034           0.4%          280
pACKAGeD GOODS                         CONAGrA FOODS INC             $179,725          $731                  $180,455          0.4%          285
pACKAGeD GOODS                         FerrerO SpA                   $30,975           $70                   $31,046           0.2%          313
pACKAGeD GOODS                         SCOTTS mIrACle-GrO CO         $93,048           $171                  $93,220           0.2%          326
pACKAGeD GOODS                         DeAN FOODS CO                 $46,667           $79                   $46,746           0.2%          331
pACKAGeD GOODS                         CHUrCH & DWIGHT CO INC        $236,586          $331                  $236,918          0.1%          337
pACKAGeD GOODS                         TATA SONS lTD                 $101,483          $57                   $101,540          0.1%          374
pACKAGeD GOODS                         HAllmArK CArDS INC            $119,546          $62                   $119,608          0.1%          376
pACKAGeD GOODS                         CAmpBell SOUp CO              $469,587          $244                  $469,831          0.1%          377
pACKAGeD GOODS                         SArA lee COrp                 $60,789           $14                   $60,803           0.0%          397
pACKAGeD GOODS                         HJ HeINZ CO                   $63,642           $1                    $63,643           0.0%          429
pACKAGeD GOODS                         NeWell rUBBermAID INC         $32,144           $-                    $32,144           0.0%          488
perSONAl CAre-COSmeTICS-SKIN CAre      GUTHY-reNKOr COrp             $167,016          $22,228               $189,244          11.7%         33
perSONAl CAre-COSmeTICS-SKIN CAre      AlTICOr INC                   $45,737           $5,848                $51,586           11.3%         37
perSONAl CAre-COSmeTICS-SKIN CAre      BeIerSDOrF AG                 $88,689           $10,115               $98,803           10.2%         51
perSONAl CAre-COSmeTICS-SKIN CAre      AVON prODUCTS INC             $54,883           $4,326                $59,210           7.3%          81
perSONAl CAre-COSmeTICS-SKIN CAre      lOreAl SA                     $601,607          $42,647               $644,253          6.6%          92
perSONAl CAre-COSmeTICS-SKIN CAre      COmBe INC                     $103,520          $4,329                $107,849          4.0%          137
perSONAl CAre-COSmeTICS-SKIN CAre      CONAIr COrp                   $30,119           $1,041                $31,160           3.3%          150
perSONAl CAre-COSmeTICS-SKIN CAre      AlBerTO-CUlVer CO             $104,320          $3,134                $107,454          2.9%          168
perSONAl CAre-COSmeTICS-SKIN CAre      ADerANS CO lTD                $64,465           $1,045                $65,510           1.6%          213


           AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


17          The AssociATion of hispAnic AdverTising Agencies                                                                                       www.AhAA.org
                  The AssociATion of hispAnic AdverTising Agencies

                  hispanic
                  marketing
                  investment
                  trends 2009                                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                              overALL                           hispAnic      hispAnic
                                                                                                                                ALLocATion    overALL
                                                                      prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                spend         rAnk Among
                                                                                                                                              Top 500
                                                                                                                                              AdverTisers

                                                                                                                                % hisp =
cATegory                                                              2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                       pArenT compAny
                                                                     ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                hisp $)
perSONAl CAre-COSmeTICS-SKIN CAre      JOH A BeNCKISer GmBH          $139,855          $1,820                $141,676          1.3%          230
perSONAl CAre-COSmeTICS-SKIN CAre      eSTee lAUDer COS INC          $117,562          $1,491                $119,053          1.3%          233
perSONAl CAre-COSmeTICS-SKIN CAre      CHATTem INC                   $82,205           $700                  $82,905           0.8%          252
                                       mACANDreWS & FOrBeS HOlDINGS
perSONAl CAre-COSmeTICS-SKIN CAre                                   $145,109           $490                  $145,599          0.3%          294
                                       INC
perSONAl CAre-COSmeTICS-SKIN CAre      KAO COrp                      $110,868          $10                   $110,878          0.0%          415
perSONAl CAre-COSmeTICS-SKIN CAre      elIZABeTH ArDeN INC           $31,188           $-                    $31,188           0.0%          489
pHArmACeUTICAl                         WYeTH                         $240,284          $26,415               $266,699          9.9%          53
pHArmACeUTICAl                         JOHNSON & JOHNSON             $1,091,112        $96,814               $1,187,926        8.1%          73
pHArmACeUTICAl                         CH BOeHrINGer SOHN            $271,686          $10,119               $281,805          3.6%          144
pHArmACeUTICAl                         NOVArTIS AG                   $228,729          $5,586                $234,315          2.4%          187
pHArmACeUTICAl                         ASTrAZeNeCA plC               $259,891          $4,261                $264,152          1.6%          211
pHArmACeUTICAl                         GlAXOSmITHKlINe plC           $755,613          $9,800                $765,413          1.3%          231
pHArmACeUTICAl                         SCHerING-plOUGH COrp          $428,614          $5,205                $433,819          1.2%          236
pHArmACeUTICAl                         BrISTOl-mYerS SQUIBB CO       $92,796           $1,006                $93,802           1.1%          241
pHArmACeUTICAl                         merCK & CO INC                $247,508          $1,796                $249,304          0.7%          256
pHArmACeUTICAl                         ABBOTT lABOrATOrIeS INC       $191,822          $1,129                $192,951          0.6%          262
                                       merCK/SCHerING-plOUGH pHAr-
pHArmACeUTICAl                                                       $58,996           $246                  $59,242           0.4%          282
                                       mACeUTClS
pHArmACeUTICAl                         BAYer AG                      $465,376          $1,534                $466,910          0.3%          296
pHArmACeUTICAl                         AllerGAN INC                  $121,378          $341                  $121,719          0.3%          305
                                       JOHNSON & JOHNSON merCK
pHArmACeUTICAl                                                       $33,265           $36                   $33,301           0.1%          347
                                       CNSmr pH CO
pHArmACeUTICAl                         SANOFI-AVeNTIS SA             $190,404          $157                  $190,561          0.1%          358
pHArmACeUTICAl                         rOCHe HOlDING AG              $91,132           $59                   $91,192           0.1%          371


           AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


18         The AssociATion of hispAnic AdverTising Agencies                                                                                        www.AhAA.org
                      The AssociATion of hispAnic AdverTising Agencies

                   hispanic
                   marketing
                   investment
                   trends 2009                                                                                   B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                       overALL                           hispAnic         hispAnic
                                                                                                                                         ALLocATion       overALL
                                                                               prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL       ALLocATion
                                                                                                                                         spend            rAnk Among
                                                                                                                                                          Top 500
                                                                                                                                                          AdverTisers

                                                                                                                                         % hisp =
cATegory                                                                       2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                           pArenT compAny
                                                                              ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                         hisp $)
pHArmACeUTICAl                             OTSUKA pHArmACeUTICAl CO lTD       $210,120          $29                   $210,148          0.0%          407
pHArmACeUTICAl                             AmGeN INC                          $80,362           $5                    $80,367           0.0%          419
pHArmACeUTICAl                             pFIZer INC                         $770,447          $16                   $770,463          0.0%          426
pHArmACeUTICAl                             ASTellAS pHArmA INC                $49,593           $-                    $49,593           0.0%          493
                                           BerKeleY premIUm NUTrACeUTI-
pHArmACeUTICAl                                                                $33,333           $-                    $33,333           0.0%          495
                                           CAlS INC
                                           BrISTOl-mYerS SQUIBB/SANOFI
pHArmACeUTICAl                                                                $169,476          $-                    $169,476          0.0%          491
                                           pHrmCTl
pHArmACeUTICAl                             elI lIllY & CO INC                 $393,306          $-                    $393,306          0.0%          490
pHArmACeUTICAl                             merIAl lTD                         $51,044           $-                    $51,044           0.0%          497
pHArmACeUTICAl                             SeprACOr INC                       $108,877          $-                    $108,877          0.0%          496
                                           SHIre pHArmACeUTICAlS GrOUp
pHArmACeUTICAl                                                                $77,609           $-                    $77,609           0.0%          492
                                           plC
pHArmACeUTICAl                             TAKeDA pHArmACeUTICAl CO lTD       $37,795           $-                    $37,795           0.0%          494
pOlITICAl CAmpAIGNS                        VOTe YeS ON 94-l1-SF-SD-S1         $28,335           $3,085                $31,421           9.8%          54
pOlITICAl CAmpAIGNS                        ClINTON HIllArY FOr preSIDeNT      $29,261           $2,609                $31,869           8.2%          72
pOlITICAl CAmpAIGNS                        OBAmA BArACK FOr preSIDeNT         $284,537          $5,624                $290,161          1.9%          198
pOlITICAl CAmpAIGNS                        mCCAIN JOHN FOr preSIDeNT          $131,963          $1,891                $133,854          1.4%          221
pOlITICAl CAmpAIGNS                        repUBlICAN NATl COmmITTee          $62,132           $410                  $62,542           0.7%          260
pOlITICAl CAmpAIGNS                        AmerICAN TAX relIeF                $28,241           $155                  $28,395           0.5%          265
pOlITICAl CAmpAIGNS                        DemOCrATIC NATl COmmITTee          $76,686           $348                  $77,034           0.5%          275
                                           HArBINGer CApITAl pArTNerS
prIVATe INVeSTmeNT FIrm                                                       $44,716           $32,989               $77,705           42.5%         1
                                           (BAllY’S FITNeSS, eTC.)
prIVATe INVeSTmeNT FIrm                    TpG CApITAl lp (UNIVISION, eTC.)   $241,632          $30,803               $272,435          11.3%         38
prIVATe INVeSTmeNT FIrm                    VelO HOlDINGS INC                  $34,157           $922                  $35,079           2.6%          177
prIVATe INVeSTmeNT FIrm                    SUN CApITAl pArTNerS INC           $69,488           $146                  $69,633           0.2%          316


            AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


19          The AssociATion of hispAnic AdverTising Agencies                                                                                                www.AhAA.org
                   The AssociATion of hispAnic AdverTising Agencies

                   hispanic
                   marketing
                   investment
                   trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                 overALL                           hispAnic      hispAnic
                                                                                                                                   ALLocATion    overALL
                                                                         prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                   spend         rAnk Among
                                                                                                                                                 Top 500
                                                                                                                                                 AdverTisers

                                                                                                                                   % hisp =
cATegory                                                                 2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                        pArenT compAny
                                                                        ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                   hisp $)
prIVATe INVeSTmeNT FIrm                 INNOVATION VeNTUreS llC         $50,495           $96                   $50,591           0.2%          324
prIVATe INVeSTmeNT FIrm                 TrIVeST pArTNerS lp             $154,243          $228                  $154,472          0.1%          336
prIVATe INVeSTmeNT FIrm                 mADISON DeArBOrN pArTNerS llC   $54,859           $57                   $54,916           0.1%          348
                                        WellSprING CApITAl mANAGe-
prIVATe INVeSTmeNT FIrm                                                 $67,491           $40                   $67,531           0.1%          373
                                        meNT llC
prIVATe INVeSTmeNT FIrm                 FreemAN SpOGlI & CO             $33,404           $7                    $33,411           0.0%          399
prIVATe INVeSTmeNT FIrm                 leONArD GreeN & pArTNerS lp     $64,295           $13                   $64,307           0.0%          402
prIVATe INVeSTmeNT FIrm                 GAINSDAle SUB pTY lTD           $33,133           $-                    $33,133           0.0%          482
prIVATe INVeSTmeNT FIrm                 STONINGTON pArTNerS INC         $31,963           $-                    $31,963           0.0%          483
reSTAUrANTS-QSr                         DOmINOS pIZZA INC               $112,112          $20,105               $132,217          15.2%         22
reSTAUrANTS-QSr                         AFC eNTerprISeS INC             $34,350           $5,809                $40,158           14.5%         23
reSTAUrANTS-QSr                         mCDONAlDS COrp                  $670,025          $107,833              $777,857          13.9%         25
reSTAUrANTS-QSr                         JACK IN THe BOX INC             $108,845          $14,394               $123,240          11.7%         34
reSTAUrANTS-QSr                         SONIC COrp                      $144,054          $18,977               $163,031          11.6%         35
reSTAUrANTS-QSr                         WeNDYS INTl INC                 $246,254          $25,053               $271,308          9.2%          58
reSTAUrANTS-QSr                         DOCTOrS ASSOC INC               $388,487          $27,776               $416,263          6.7%          91
reSTAUrANTS-QSr                         YUm! BrANDS INC                 $805,236          $51,420               $856,656          6.0%          102
reSTAUrANTS-QSr                         CKe reSTAUrANTS INC             $100,135          $4,301                $104,436          4.1%          134
reSTAUrANTS-QSr                         pApA JOHNS INTl INC             $130,891          $2,591                $133,482          1.9%          197
reSTAUrANTS-QSr                         DUNKIN BrANDS INC               $125,744          $411                  $126,156          0.3%          298
reSTAUrANTS-QSr                         WeNDYS/ArBYS GrOUp INC          $149,652          $464                  $150,116          0.3%          302
reSTAUrANTS-QSr                         QUIZNOS mASTer llC              $89,102           $192                  $89,294           0.2%          314
reSTAUrANTS-SIT-DOWN                    DeNNYS COrp                     $51,310           $5,203                $56,514           9.2%          59



            AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


20          The AssociATion of hispAnic AdverTising Agencies                                                                                          www.AhAA.org
                     The AssociATion of hispAnic AdverTising Agencies

                     hispanic
                     marketing
                     investment
                     trends 2009                                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                 overALL                           hispAnic         hispAnic
                                                                                                                                   ALLocATion       overALL
                                                                         prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL       ALLocATion
                                                                                                                                   spend            rAnk Among
                                                                                                                                                    Top 500
                                                                                                                                                    AdverTisers

                                                                                                                                   % hisp =
cATegory                                                                 2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                          pArenT compAny
                                                                        ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                   hisp $)
reSTAUrANTS-SIT-DOWN                      IHOp COrp                     $203,355          $10,198               $213,553          4.8%          125
reSTAUrANTS-SIT-DOWN                      DArDeN reSTAUrANTS INC        $268,450          $13,055               $281,505          4.6%          127
reSTAUrANTS-SIT-DOWN                      BrINKer INTl INC              $119,298          $1,676                $120,974          1.4%          223
reTAIl-DrUGSTOreS                         WAlGreeN CO                   $153,904          $18,943               $172,846          11.0%         40
reTAIl-DrUGSTOreS                         CVS/CAremArK COrp             $97,542           $4,822                $102,364          4.7%          126
reTAIl-DrUGSTOreS                         rITe AID COrp                 $31,667           $546                  $32,213           1.7%          208
reTAIl-eleCTrONICS                        rADIOSHACK COrp               $98,468           $13,346               $111,813          11.9%         32
reTAIl-eleCTrONICS                        BrANDSmArT mIDWeST INC-KC     $29,512           $2,677                $32,189           8.3%          70
reTAIl-eleCTrONICS                        BeST BUY CO INC               $204,238          $6,260                $210,497          3.0%          161
reTAIl-eleCTrONICS                        CIrCUIT CITY STOreS INC       $183,739          $5,613                $189,352          3.0%          163
reTAIl-eleCTrONICS                        AJ rICHArD & SONS INC         $36,069           $5                    $36,073           0.0%          410
reTAIl-eleCTrONICS                        FrYS eleCTrONICS INC          $102,452          $2                    $102,454          0.0%          427
reTAIl-mASS merCH/DepT STOreS             SeArS HOlDINGS COrp           $510,923          $62,539               $573,462          10.9%         41
reTAIl-mASS merCH/DepT STOreS             WAl-mArT STOreS INC           $701,632          $71,794               $773,426          9.3%          57
reTAIl-mASS merCH/DepT STOreS             TArGeT COrp                   $543,723          $49,792               $593,515          8.4%          68
reTAIl-OTHer                              reNT-A-CTr INC                $28,636           $9,015                $37,651           23.9%         9
reTAIl-OTHer                              ZAle COrp                     $45,195           $2,554                $47,749           5.3%          111
reTAIl-OTHer                              ACADemY COrp                  $30,012           $571                  $30,583           1.9%          200
reTAIl-OTHer                              STApleS INC                   $58,079           $399                  $58,478           0.7%          257
reTAIl-OTHer                              SIGNeT GrOUp plC              $173,251          $999                  $174,251          0.6%          263
reTAIl-OTHer                              OFFICe DepOT INC              $33,829           $110                  $33,939           0.3%          299
reTAIl-OTHer                              peTSmArT INC                  $57,386           $136                  $57,522           0.2%          311
reTAIl-OTHer                              BrADFOrD eXCHANGe lTD         $91,719           $139                  $91,858           0.2%          335


               AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


21             The AssociATion of hispAnic AdverTising Agencies                                                                                       www.AhAA.org
                    The AssociATion of hispAnic AdverTising Agencies

                    hispanic
                    marketing
                    investment
                    trends 2009                                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                overALL                           hispAnic      hispAnic
                                                                                                                                  ALLocATion    overALL
                                                                        prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                  spend         rAnk Among
                                                                                                                                                Top 500
                                                                                                                                                AdverTisers

                                                                                                                                  % hisp =
cATegory                                                                2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                         pArenT compAny
                                                                       ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                  hisp $)
reTAIl-OTHer                             lA leONArDO FINANZIArIA Srl   $71,346           $33                   $71,379           0.0%          380
reTAIl-OTHer                             BIG lOTS INC                  $46,904           $0                    $46,904           0.0%          438
reTAIl-OTHer                             GOlDeNWeST DIAmOND COrp       $69,175           $-                    $69,175           0.0%          498
reTAIl-SpeCIAlTY AppArel                 COlleCTIVe BrANDS INC         $65,022           $14,407               $79,429           18.1%         16
reTAIl-SpeCIAlTY AppArel                 JC peNNeY CO INC              $279,139          $53,196               $332,335          16.0%         20
reTAIl-SpeCIAlTY AppArel                 merVYNS HOlDINGS llC          $51,950           $7,681                $59,631           12.9%         29
reTAIl-SpeCIAlTY AppArel                 KOHlS COrp                    $319,516          $17,854               $337,369          5.3%          113
reTAIl-SpeCIAlTY AppArel                 rOSS STOreS INC               $100,566          $5,461                $106,027          5.2%          116
reTAIl-SpeCIAlTY AppArel                 mACYS INC                     $824,588          $35,898               $860,486          4.2%          133
reTAIl-SpeCIAlTY AppArel                 GAp INC                       $196,644          $7,945                $204,589          3.9%          139
reTAIl-SpeCIAlTY AppArel                 TJX COS INC                   $107,747          $1,983                $109,730          1.8%          201
reTAIl-SpeCIAlTY AppArel                 meNS WeArHOUSe INC            $112,539          $1,826                $114,365          1.6%          212
reTAIl-SpeCIAlTY AppArel                 SCHOTTeNSTeIN STOreS COrp     $77,823           $732                  $78,556           0.9%          246
reTAIl-SpeCIAlTY AppArel                 DIllArDS INC                  $152,296          $244                  $152,540          0.2%          333
reTAIl-SpeCIAlTY AppArel                 BON-TON STOreS INC            $42,568           $15                   $42,583           0.0%          388
reTAIl-SpeCIAlTY AppArel                 ll BeAN INC                   $28,153           $4                    $28,157           0.0%          408
reTAIl-SpeCIAlTY AppArel                 SAKS INC                      $35,303           $5                    $35,308           0.0%          411
reTAIl-SpeCIAlTY AppArel                 lTD BrANDS INC                $60,181           $0                    $60,182           0.0%          433
reTAIl-SpeCIAlTY AppArel                 NrDC eQUITY pArTNerS llC      $38,578           $-                    $38,578           0.0%          499
SUpermArKeTS                             SAFeWAY INC                   $85,659           $7,841                $93,501           8.4%          69
SUpermArKeTS                             SUperVAlU INC                 $73,747           $6,489                $80,236           8.1%          76
SUpermArKeTS                             pUBlIX SUper mArKeTS INC      $68,584           $4,808                $73,393           6.6%          94
SUpermArKeTS                             KrOGer CO                     $148,658          $3,498                $152,156          2.3%          190


               AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


22             The AssociATion of hispAnic AdverTising Agencies                                                                                      www.AhAA.org
                     The AssociATion of hispAnic AdverTising Agencies

                    hispanic
                    marketing
                    investment
                    trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                  overALL                           hispAnic         hispAnic
                                                                                                                                    ALLocATion       overALL
                                                                          prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL       ALLocATion
                                                                                                                                    spend            rAnk Among
                                                                                                                                                     Top 500
                                                                                                                                                     AdverTisers

                                                                                                                                    % hisp =
cATegory                                                                  2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                          pArenT compAny
                                                                         ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                    hisp $)
SUpermArKeTS                              DelHAIZe GrOUp                 $31,173           $30                   $31,203           0.1%          354
SUpermArKeTS                              rOYAl AHOlD NV                 $38,868           $2                    $38,870           0.0%          421
TeleCOmmUNICATIONS                        leAp WIreleSS INTl INC         $47,506           $9,506                $57,012           16.7%         19
TeleCOmmUNICATIONS                        meTrOpCS INC                   $34,892           $5,846                $40,739           14.4%         24
TeleCOmmUNICATIONS                        DeUTSCHe TeleKOm AG            $377,035          $56,621               $433,656          13.1%         28
TeleCOmmUNICATIONS                        SprINT NeXTel COrp             $633,360          $61,726               $695,086          8.9%          64
TeleCOmmUNICATIONS                        AT&T INC                       $1,463,209        $129,040              $1,592,249        8.1%          75
TeleCOmmUNICATIONS                        VerIZON COmmUNICATIONS INC     $1,431,138        $111,404              $1,542,542        7.2%          83
TeleCOmmUNICATIONS                        QWeST COmmUNICATIONS           $78,937           $5,422                $84,359           6.4%          95
TeleCOmmUNICATIONS                        TelepHONe & DATA SYSTemS INC   $90,273           $2,326                $92,599           2.5%          182
TeleCOmmUNICATIONS                        VONAGe HOlDINGS COrp           $131,380          $1,431                $132,810          1.1%          240
TeleCOmmUNICATIONS                        UNITeD ONlINe INC              $29,608           $0                    $29,609           0.0%          437
TOYS                                      TOYS r US INC                  $66,037           $6,664                $72,701           9.2%          60
TOYS                                      mATTel INC                     $184,773          $609                  $185,382          0.3%          297
TOYS                                      SpIN mASTer lTD                $59,417           $7                    $59,424           0.0%          413
TOYS                                      HASBrO INC                     $121,525          $2                    $121,527          0.0%          428
TrAVel -AIr, lOD’NG, CAr, CrUISe          TImeSHAreS ONlY INC            $37,367           $19,997               $57,365           34.9%         5
TrAVel -AIr, lOD’NG, CAr, CrUISe          SOUTHWeST AIrlINeS CO          $171,701          $15,852               $187,553          8.5%          66
TrAVel -AIr, lOD’NG, CAr, CrUISe          Amr COrp                       $30,948           $2,072                $33,019           6.3%          97
                                          lAS VeGAS CONVeNTION & VSTrS
TrAVel -AIr, lOD’NG, CAr, CrUISe                                         $36,929           $1,567                $38,497           4.1%          135
                                          ATHrTY
TrAVel -AIr, lOD’NG, CAr, CrUISe          WYNDHAm WOrlDWIDe COrp         $37,384           $1,494                $38,878           3.8%          141
TrAVel -AIr, lOD’NG, CAr, CrUISe          rOYAl CArIBBeAN CrUISeS lTD    $68,061           $2,379                $70,440           3.4%          148



             AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


23           The AssociATion of hispAnic AdverTising Agencies                                                                                          www.AhAA.org
                     The AssociATion of hispAnic AdverTising Agencies

                    hispanic
                    marketing
                    investment
                    trends 2009                                                                             B u i ld i n g o n th e R i g ht S pe n d Stu dy



                                                                                                  overALL                           hispAnic      hispAnic
                                                                                                                                    ALLocATion    overALL
                                                                          prinT+Tv+rAdio     prinT+Tv+rAdio       prinT+Tv+rAdio    of overALL    ALLocATion
                                                                                                                                    spend         rAnk Among
                                                                                                                                                  Top 500
                                                                                                                                                  AdverTisers

                                                                                                                                    % hisp =
cATegory                                                                  2008 non-hisp     2008 hispAnic        2008 nh + hisp     hispAnic $
                                          pArenT compAny
                                                                         ToTAL $$$(000)    ToTAL $$$ (000)      ToTAL $$$ (000)     / (nh $ +
                                                                                                                                    hisp $)
                                          INTerCONTINeNTAl HOTelS GrOp
TrAVel -AIr, lOD’NG, CAr, CrUISe                                         $65,312           $1,975                $67,287           2.9%          166
                                          plC
TrAVel -AIr, lOD’NG, CAr, CrUISe          CHOICe HOTelS INTl INC         $47,028           $1,180                $48,208           2.4%          186
TrAVel -AIr, lOD’NG, CAr, CrUISe          mArrIOTT INTl INC              $62,349           $567                  $62,916           0.9%          248
TrAVel -AIr, lOD’NG, CAr, CrUISe          TrACINDA COrp                  $30,554           $62                   $30,616           0.2%          317
TrAVel -AIr, lOD’NG, CAr, CrUISe          AVIS BUDGeT GrOUp INC          $32,607           $65                   $32,672           0.2%          319
                                          STArWOOD HOTelS & reSrTS
TrAVel -AIr, lOD’NG, CAr, CrUISe                                         $39,877           $39                   $39,916           0.1%          352
                                          WrlDWD INC
TrAVel -AIr, lOD’NG, CAr, CrUISe          CArNIVAl COrp                  $89,100           $64                   $89,164           0.1%          365
TrAVel -AIr, lOD’NG, CAr, CrUISe          CCmG HOlDINGS INC              $48,786           $30                   $48,816           0.1%          372
TrAVel -AIr, lOD’NG, CAr, CrUISe          CArlSON COS INC                $102,857          $36                   $102,892          0.0%          390
TrAVel -AIr, lOD’NG, CAr, CrUISe          prICelINe.COm INC              $28,899           $5                    $28,904           0.0%          404
TrAVel -AIr, lOD’NG, CAr, CrUISe          eXpeDIA INC                    $107,828          $14                   $107,843          0.0%          409
TrAVel -AIr, lOD’NG, CAr, CrUISe          UAl COrp                       $29,679           $0                    $29,680           0.0%          434
TrAVel -AIr, lOD’NG, CAr, CrUISe          SOVereIGN HOlDINGS INC         $70,196           $-                    $70,196           0.0%          500




             AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


24           The AssociATion of hispAnic AdverTising Agencies                                                                                          www.AhAA.org
          The AssociATion of hispAnic AdverTising Agencies

          hispanic
          marketing
          investment
          trends 2009                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy




     AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


25   The AssociATion of hispAnic AdverTising Agencies                                                                    www.AhAA.org
          The AssociATion of hispAnic AdverTising Agencies

          hispanic
          marketing
          investment
          trends 2009                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy




     AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


26   The AssociATion of hispAnic AdverTising Agencies                                                                    www.AhAA.org
          The AssociATion of hispAnic AdverTising Agencies

          hispanic
          marketing
          investment
          trends 2009                                                           B u i ld i n g o n th e R i g ht S pe n d Stu dy




     AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.


27   The AssociATion of hispAnic AdverTising Agencies                                                                    www.AhAA.org
28
                                                                                                                                                                                                                                 Categories $$ & Allocation Gainers & Losers at a glance
                                                                                                                                                                                                                                                                                                                                                              Insurance-Auto
                                                                                                                                                                                                 100%
                                                                                                                                                                                                                                                                                                                                Insurance-Life



                                                                                                                                                                                                                                                                                                                        Education


                                                                                                                                                                                                                                                                          Financial Services-Investment firms          Automotive -Dealer
                                                                                                                                                                                                     50%                                                                                                                                     Retail-Specialty Apparel
                                                                                                                                                                                                                                                                                                                                                                                                                                                  The AssociATion of hispAnic AdverTising Agencies



                                                                                                                                                                                                                                                                                                                                                                                                            marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                       hispanic

                                                                                                                                                                                                                                                                                                                                                                                                            trends 2009
                                                                                                                                                                                                                                                                                                                                                                                                            investment




                                                                                                                                                                                                                                                                                                                                                      Insurance-Other
                                                                                                                                                                                                                                                                                                        Electronics-Other             Restaurants-Sit-Down
                                                                                                                                                                                                                                                                                         Personal Care-Cosmetics-Skin care          Travel -Air, Lod'ng, Car, Cruise
                                                                                                                                                                                                                                                                                                                    Furniture              Restaurants-QSR
                                                                                                                                                                                                                                                                                                                                        Telecommunications




The AssociATion of hispAnic AdverTising Agencies
                                                                                                                                                                                                                                                                                                           Packaged Goods
                                                                                                                                                                                                                                                                                       Retail-Drugstores                                     Beer
                                                                                                                                                                                                                                                                                              Pharmaceutical            Beverages-Alcoholic
                                                                                                                                                                                                           0%                                                 Retail-Mass Merch/Dept Stores                             Financial Services-Banks-Mortgage
                                                                                                                                                                                                                                                                                           Home improvement            Toys
                                                                                                                                                                                                                                                                                                Retail-Other                 Automotive Mfr
                                                                                                                                                                                                                                                                                                                    B2B
                                                                                                                                                                                                                                                                          Government         Automotive Parts       Luxury brands
                                                                                                                                                                                                                                                               Private Investment Firm                              Consumer Services-Div ersified
                                                                                                                                                                                                                                                                                                                   Electronics-Computer




                                                                                                                                                                                 % Increase/Decrease
                                                                                                                                                                                                                                                                  Retail-Electronics         Supermarkets          Financial Services-Credit Cards




                                                                                                                                                                               2008 vs 2006 Hispanic $$$
                                                                                                                                                                                                                                                                                                 Energy         Automotive -Dealers Assn
                                                                                                                                                                                                                                              Media & Entertainment
                                                                                                                                                                                                  -50%             Non-Profit
                                                                                                                                                                                                                                   Beverages -Non-Alcoholic           Insurance-Health



                                                                                                                                                                                                                                                                                  Apparel
                                                                                                                                                                                                                                Financial Services-Other
                                                                                                                                                                                                                                                                                                                     Appliances
                                                                                                                                                                                                                                                                                           Apparel-Shoes
                                                                                                                                                                                              -100%
                                                                                                                                                                                                            -10%         -8%            -6%                    -4%                       -2%                      0%                       2%                      4%          6%

                                                                                                                                                                                                                                                              Hispanic Allocation of Overall Spend 2008 vs 2006
                                                                                                                                                                                                                                                                        + or - Point Increase/Decrease




                                                   AHAA thanks Nielsen Media Research Company, Santiago ROI and the Advertising Research Foundation for their contributions.
                                                                                                                                                                                                                                                                                                                                                                                    B u i ld i n g o n th e R i g ht S pe n d Stu dy




www.AhAA.org

				
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