7.83 Billion U.S
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AUGUST 1, 2016 56.7% Share of U.S. Hispanic smartphone owners 56.6 million who have Androids Hispanics or Latinos living in the U.S. in 2015, or 17.6% of the population 13:15 Average hours:minutes Hispanics spent listening to radio each week $7.83 billion U.S. Hispanic major-media spending on TV, cable, newspaper, magazines and radio 13TH ANNUAL HISPANIC FACT PACK Hulu Has the Content Latino Audiences Love +36% Growth in Latino Unique Viewers YOY SOURCE: Hulu Internal data Q1 2016 Choice Drives Engagement Nearly 1 in 4 Hulu Users are Latino SOURCE: Hulu Internal data Q2 2016 With our ad selector, bilingual viewers can select their preferred language. Contact your sales rep at [email protected] Connect with Hulu. Connect with Latinos. YOUNGER LIGHTER UNSKIPPABLE INDUSTRY-LEADING #1 SAFE SITE 100% AUDIENCE AD LOAD ADS VIEWABILITY FOR BRANDS AD COMPLETION ACCORDING TO MYERSBIZNET http://www.hulu.com/advertising/multicultural Hulu Has the Content Latino Audiences Love +36% Growth in Latino Unique Viewers YOY SOURCE: Hulu Internal data Q1 2016 Choice Drives Engagement Nearly 1 in 4 Hulu Users are Latino SOURCE: Hulu Internal data Q2 2016 With our ad selector, bilingual viewers can select their preferred language. Contact your sales rep at [email protected] Connect with Hulu. Connect with Latinos. YOUNGER LIGHTER UNSKIPPABLE INDUSTRY-LEADING #1 SAFE SITE 100% AUDIENCE AD LOAD ADS VIEWABILITY FOR BRANDS AD COMPLETION ACCORDING TO MYERSBIZNET http://www.hulu.com/advertising/multicultural HISPANIC FACT PACK 2016 SUBSCRIBE TO AD AGE DATACENTER INSIDE Ad Age Datacenter subscribers get exclusive access to expanded content. MARKETERS AdAge.com/datacenter Hispanic major-media spending 8 Explore Ad Age’s marketers database - Spending by medium (profiles, brands, agency rosters, executives, spending), updated in 50 largest spenders in Hispanic media 10 June 2016. AdAge.com/ - Companies ranked by U.S. measured-media spending marketertrees2016 Largest marketers by Hispanic media 11 Get agency rankings: - Companies ranked in six media AdAge.com/agencyreport2016 Find facts on the global ad market: AdAge.com/ MEDIA globalmarketers2015 Language preferences 12 Subscribe: - For Hispanic adults AdAge.com/getdatacenter 25 Largest U.S. DMAs - By Hispanic TV households HISPANIC FACT Hispanic network TV viewership 13 PACK 2016 - Broadcast TV networks ranked by Hispanic persons was produced by Ad Age Datacenter ages 2 and up and published Aug. 1, 2016. Additional copies: Order print TV and cable programs 14 copies at [email protected] - Ranked by ratings and shown by language or call 1-877-320-1721; for readers outside the U.S., 1-313-446-0450. Top radio stations and time spent listening to radio 16 Digital edition available to Basic, Premier, Premier Plus members and Datacenter subscribers at Hispanic web activities 17 AdAge.com/trend-reports. - Smartphone activities, purchases, social networking, The digital edition is also available for ad networks, mobile and more individual purchase for $49. Largest digital properties 20 Email: [email protected] - Among Hispanics Send mail to: Advertising Age 150 N. Michigan Ave., Ste. 1737 Hispanic print 25 Chicago, IL 60601 - Key newspapers and selected magazines Ad sales: Brent Rupp, (212) 210-0790, DEMOGRAPHICS [email protected] Population 26 Staff: Datacenter: - U.S. population totals and Hispanic discretionary spending Kevin Brown, Bradley Johnson, Kim Bauer and Catherine Wolf Population by age Global editor: Laurel Wentz - Hispanics as percent of U.S. population Deputy art director: Jennifer Chiu AGENCIES Hispanic agency winners 28 - See the best creative ideas 50 largest Hispanic agencies in 2015 32 This document, and information contained therein, is the copyrighted property of Crain - By U.S. revenue from Hispanic activities Communications Inc. and The Ad Age Group (© Copyright 2016) and is for your personal, non-commercial use only. You may not repro- Largest U.S. Hispanic media agencies in 2015 34 duce, display on a website, distribute, sell or - By estimated U.S. revenue from Hispanic media activities republish this document, or the information contained therein, without prior written consent of The Ad Age Group. 4 | AUGUST 1, 2016 ADVERTISING AGE 2016 HISPANIC FACT PACK 6x10.indd 4 7/21/16 12:55 PM HISPANIC FACT PACK 2016 Follow the money Hispanic marketing, media, agencies and demographics The U.S. Hispanic population of 56.6 million— Target (-11.4%) and J.C. Penney (-26.9%). accounting for 17.6% of U.S. inhabitants and There were several new additions to the 50 11.3% of all purchasing power—is a particularly largest spenders ranking: Samsung, up 88% to key demographic in this presidential election $43.8 million, and travel site Expedia, up 188% year, with about 27.3 million eligible Hispanic to $50.9 million. voters who are adult U.S. citizens. Spanish-lan- It was a year of extremes for Hispanic agen- guage media giant Univision Communications cies, too. Among the top 10 in Ad Age’s ranking has pledged to try to register 3 million new of the 50 largest U.S. Hispanic agencies, three Latino voters. saw double-digit 2015 revenue growth thanks to Looking ahead, there are many more poten- new business wins—Alma, Dieste and Casanova// tial future Latino voters; Hispanics account for McCann—while three had a double-digit decline— more than 25% of the U.S. population age 9 and Lopez Negrete Communications, LatinWorks under. And from ages 10 to 39, Hispanics are and GlobalHue. Overall, estimated revenue for more than 20% of the population (p. 27). the 50 largest U.S. Hispanic agencies grew by Spanish-language network and cable TV rev- 1.2% to $583 million (p. 32). enue, accounting for 79.1% of all Hispanic media Hispanic agencies are tackling more assign- spending and dominated by Univision, totaled ments for the total market, not just Hispanic- $6.19 billion in 2015 (p. 8). The market has been targeted work. Omnicom Group’s Alma, the most-awarded Hispanic shop in the last year, collected many of its creative awards for campaigns targeting all teens for Tobacco Free Florida. And inde- pendent We Believers and craft brewer Saltwater Brewery won four Cannes Lions for “Edible Six-Pack Rings,” an effort to reduce wildlife-killing plastic in the ocean by swapping the plastic rings on six-packs of beer for biodegradable, edible rings (p. 28). As part of a major reorg, Publicis Groupe in 2016 consolidated three multicultural practices that operated as separate brands—Tapestry, MV42 We Believers and Saltwater Brewery accept Cannes Gold Lion. and ZO Multicultural—under the newly formed Publicis Media, led by Lisa soft, due at least in part to the absence of World Torres, who previously ran ZO Multicultural. Cup advertising that brought Univision $174.3 That roll-up of three of the top four Hispanic million in ad revenue in 2014. (Parent Univision media agencies gives Publicis Media’s multicul- Holdings continues to inch toward an initial pub- tural practice an estimated total revenue of lic offering, postponed until fall 2016 at the earli- $64.83 million from Hispanic media services. est, by its private-equity owners.) WPP’s GroupM Multicultural, which will con- The 50 largest Hispanic marketers increased tinue to operate as separate brands, its four 2015 U.S. measured-media spending by 2.6% media agencies (MEC Multicultural, Mindshare to $3.8 billion. Within their ranks, there were Multicultural, MediaCom Multicultural and major double-digit swings, even within the Maxus Multicultural), had an estimated total same product category (p.10). 2015 revenue from Hispanic media services of Among auto makers, Toyota Motor Corp. $47.52 million (p. 34). and Honda Motor Co. cut spending by 12.3% In Ad Age creative honors, The Community and 14.9% respectively, while Ford Motor Co. was our Multicultural Agency of the Year, and was up by 13.3%. Spending by retailers was Alma was named to Ad Age’s A-List of the top 10 sharply down, including Walmart (-9.5%), agencies in the U.S. —LAUREL WENTZ 6 | AUGUST 1, 2016 ADVERTISING AGE 2016 HISPANIC FACT PACK 6x10.indd 6 7/21/16 12:55 PM PLAN FOR THE TOTAL HISPANIC SPORTS FAN Exclusive Opportunities Available for Your Brand espndeportessales.com @ESPNadsales HISPANIC FACT PACK 2016 Marketers HISPANIC MAJOR-MEDIA AD SPENDING IN 2015 BY MEDIUM Across U.S. ad spending. Dollars in millions. $5,000 $4,625 SPENDING BY MEDIUM 4,000 3,000 2,000 $1,281 1,000 $787 $425 $288 $378 $48 0 Network TV Spot TV Cable TV Newspaper Magazine Other print Spot radio PERCENT OF TOTAL Spot radio ($425) 5.4% Print subtotal 0.6% (including digital revenue): 4.8% 15.5% ($1,212) 10.0% 3.7% TOTAL: $7,831 59.1% 16.4% TV subtotal: 79.1% ($6,194) Sources: TV data are measured media from Kantar Media (kantarmedia.us). Print from Latino 247 Media Group. Newspaper includes classified. Other media includes annuals, catalogues, journals, newsletters and yellow pages. Print includes Puerto Rican publications as well as Mexican border publications with U.S. circulation. Kantar Media also measures Hispanic newspapers and magazines. Spot radio data from Nielsen. 8 | AUGUST 1, 2016 ADVERTISING AGE 2016 HISPANIC FACT PACK 6x10.indd 8 7/21/16 12:55 PM HISPANIC FACT PACK 2016 50 LARGEST SPENDERS IN HISPANIC MEDIA Companies ranked by U.S. measured-media spending. Dollars in thousands. # Marketer 2015 % chg # Marketer 2015 % chg Genomma Lab 1 $427,767 21.5 26 Constellation Brands 53,725 -10.2 Internacional Procter & Gamble 27 Hershey Co. 51,384 1.6 2 315,531 -12.9 Co. 28 Church & Dwight Co. 51,252 -14.5 3 Dish Network Corp. 165,278 12.9 29 Expedia 50,891 188.0 4 AT&T 135,167 13.2 30 Allstate Corp.