• by Jack Loechner , Staff Writer @mp_research, May 30, 2011

According to Hispanic Magazine Monitor estimates released by Media Economics Group, ad spending is rebounding in 2011 among leading Hispanic magazines, Overall, in January-April 2011, the segment has generated $51.4 million in ad dollars, an increase of 24.8% over the same period last year. While performance is inconsistent across the segment, says the report, many key Hispanic titles and categories have shown strong growth in ad pages and spending so far this year.

And, preliminary May data also show a continued recovery for the Hispanic magazine segment, according to the report, with ad pages increasing strongly for most major Hispanic magazines:  People en Español (+37.9%), Latina (+19.6%), Ser Padres (+10.3%), TV y Novelas (+10.0%), and Vanidades (+9.4%).

Leading the segment, in the Jan-Apr period, is People en Español posting a 58.6% growth in estimated ad dollars based on its 52.4% growth in ad pages. Ad dollars were up by 46.7% at Siempre Mujer, ranking the title third in overall ad dollars). Meredith's Ser Padres is up 17.3%, and Ser Padres Espera (16%) also posted strong gains. The ninth ranked title Cosmo en Español from Televisa posted gains in both ad pages, and estimated ad dollars up.

Top Hispanic Magizines by Ad Dollars (Jan-April 2011; % Change vs. Same Period 2010)
Magazine	Ad Dollars (million)	% Change	Ad Pages	% Change
People en Español	$15.396	58.6%	214	52.4%
Latina	6.906	0.4	142	-3.1
Siempre Mujer	5.457	46.7	94	26.3
TV y Novelas	4.744	19.3	150	-14.9
Vanidades	4.159	18.0	134	-22.4
Ser Padres	3.862	17.3	47	14.1
TV Notas	2.171	-13.1	247	-19.9
Ser Padres Espera	1.716	16.0	50	12.4
Cosmopolitan en Español	1,127	13.5	97	12.9
Hispanic Business	.931	-25.0	44	-27.4
Source: Hispanic Magazine Monitor, May 2011

Among 2011's leading advertisers in Hispanic magazines, Procter & Gamble is top of the list with $12.0 million in ad spending through April. This is the largest year-over-year increase, growing 32.2% from last year with an increase of $2.9 million. New campaigns for Mars, Inc. candy brands yielded a 125% increase in ad spending for the company this year.

Wyeth campaigns for Prevnar 13, a pediatric vaccine, Advil PM, and Children's Advil led to nearly $1.4 million in new spending in Hispanic magazines in the January to April period compared to no spending during the same period last year. Most of Wyeth's spending through April has been allocated primarily to People en Español (46.2%), followed closely by Ser Padres (32.2%), and Siempre Mujer (18.7%).

Auto spending remains weak, concludes the report. Overall, the category posted a 4% increase. But the lead spender GM logged a 6% decline in ad spending. Despite its decline, GM still remains the top auto advertiser, accounting for 76% of auto advertising for the year.

Top Advertisers in Hispanic Magazines (Jan-Apr 2011)
Magazine	Total Ad Dollars (MM)	% Change vs. Jan-Apr 2010
Proctor & Gamble	$12.052	32.2%
L'Oreal USA	5.561	41.2
Mars, Inc	1.617	125.1
General Motors	1.407	-6.0
Wyeth	1.372	0.0
Kimberly-Clark	.840	-39.5
America Sunshine	.769	2.1
The Walt Disney Co.	.755	436.6
Estee Lauder Cos.	.730	-12.8
Church % Dwight	.681	238.6
Source: Hispanic Magazine Monitor, May 2011

And, they report that the top 10 brandsinclude ads from personal care advertisers like Colgate, Chanel, Johnson & Johnson (Aveeno), L'Oreal, and P&G (CoverGirl) as well as insurance (BCBS Florida "Ask Blue"),  and food (Morton "Season-All" and Nescafe "Clasico Decaf").

To learn more about the report from Media Economics, please visit here.

 

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