Multi-Cultural Ad Spending Sees Declines in First Half of 2009
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 |
Download Nielsen’s full report on Multi-Cultural ad spending.
https://develop.nielsen.com/us/en/insights/article/2009/multi-cultural-ad-spending-sees-declines-in-first-half-of-2009/