Multi-Cultural Ad Spending Declines

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, according to the Nielsen Co. 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.

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.


Nielsen Business Media

Publish date: October 29, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT