Multi-Cultural Ad Spending Sees Declines in First Half of 2009

by Nielsen Press

A new analysis of multi-cultural advertising indicates that ad spending in Spanish-Language media for the 12-month period of July 2008 to June 2009 was over $5.5 billion, a 6.3 percent decline over the previous 12 months. Over the same time period, African-American ad spending fell 9.6% to $1.8 billion.

Automotive was still the largest spending product category for Spanish-Language media ($381.7 million), despite a 40 percent cut in spending compared to the previous 12 months. Wireless Telephone Services (+4.8%), Quick Service Restaurants (+10.1%) and Direct Response Products (+18.1%) each saw an increase in Spanish-Language ad spend and fell within the top five product categories.

TOP 5 SPANISH-LANGUAGE MEDIA AD SPENDERS, PRODUCT CATEGORIES

RANK    PRODUCT CATEGORY    Q308-Q209 (millions)    Q307-Q208 (millions)    CHANGE
1    Automotive (Factory & Dealer Associations)    $381.7    $640.6    -40.4%
2    Wireless Telephone Services    $334.8    $319.5    4.8%
3    Quick Service Restaurant    $322.8    $293.1    10.1%
4    Department Stores    $291.2    $299.6    -2.8%
5    Direct Response Products    $234.3    $198.3    18.1%
Source: The Nielsen Company 2009
Automotive’s African-American media budget saw a 33.5 percent plunge compared to the previous 12 months, even as it continued to top all other product categories. Quick Service Restaurants (-6.4%), Department Stores (-20.1%), Motion Pictures (-20%), and Wireless Telephone Services (-16.7%) rounded out the top five African-American ad spenders, despite each chopping their ad budgets.

TOP 5 AFRICAN-AMERICAN MEDIA AD SPENDERS, PRODUCT CATEGORIES

RANK    PRODUCT CATEGORY    Q308-Q209 (millions)    Q307-Q208 (millions)    CHANGE
1    Automotive (Factory & Dealer Associations)    $82.6    $124.2    -33.5%
2    Quick Service Restaurants    $72.4    $77.4    -6.4%
3    Department Stores    $62.3    $78.0    -20.1%
4    Motion Picture    $53.3    $66.7    -20.0%
5    Wireless Telephone Svcs    $50.6    $60.7    -16.7%
Source: The Nielsen Company 2009

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