Who’s Advertising to Hispanics Online?

by MarketingCharts staff

The top 10 advertisers on Hispanic websites in Q1 came from 6 different industry categories. Auto (Ford, Nissan, and Toyota) and consumer products and supplies (Clorox, General Mills, Procter & Gamble) were the most heavily represented industries.

The researchers note that of the 1,957 companies that advertised on the Hispanic websites analyzed, the top 10 accounted for 31.2% of all ad occurrences.

Other Findings:

  • Limiting the analysis to companies using Spanish-language (or English/Spanish) advertising on Hispanic websites, the Media Economic Group data shows that P&G’s leading share rose to 9.87%, with Toyota hot on its heels with 9.84% share.
  • Nissan moved into the 4th spot among Spanish-language advertisers, leapfrogging State Farm, while General Mills jumped 2 spots to #7 and the Walt Disney Company dropped from #8 to #10.
  • The top 10 Spanish-language advertisers combined to account for 44.3% of all such ad occurrences, with each over-indexing in Spanish language advertising.
  • Multi-brand campaigns for Toyota took top billing when looking at the leading brands/campaigns, with 4.98% share, followed by campaigns for Nissan Sentra (2.35%) and Hidden Valley Ranch Salad Dressing (1.83%).
  • While MLB’s “World Baseball Classic” was in the fourth spot on the list of top brands/campaigns, it fell out of the top 10 when looking solely at Spanish-language brands/campaigns.

About the Data: The Media Economics Group rankings do not include mobile websites. Language refers to the language used in the ad itself. This can be English, Spanish, English/Spanish (any combination of word from both languages in the same ad), Other (Portuguese, etc.), None (no ad copy other than brand, trademark, or advertiser name).