Ahaa Directory 2016.Pdf

2016 CREDITS The 2016 edition of the AHAA Hispanic Market Guide was produced by AHAA: The Voice of Hispanic Marketing. EDITORIAL Managing Editor | Horacio Gavilán Associate Editor | Fulvia Lee Special thanks to Big Voice Communications Sales by HispanicAd.com THANKS TO OUR ADVERTISERS: Acento Alma Azteca America C-Com Group, Inc. Casanova Pendrill d expósito & Partners LLC Dieste, Inc. Fox Deportes Lopez Negrete Communications, Inc. NBCUniversal Orci Pinta República, LLC Richards/Lerma Copyright © 2016 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means sorted in any information storage and retrieval system without prior written permission of AHAA. 2 2016 AHAA HISPANIC MARKET GUIDE TABLE OF CONTENTS INTRODUCTION 4 Demographics 5 Media 6 Marketers 12 ABOUT AHAA 14 AHAA BOARD OF DIRECTORS 15 MARKETING & COMMUNICATIONS COMPANY MEMBERS Company Members from A to Z 17 Company Listing By Region 78 Company Listing By Specialty 78 Company Listing By Sector 80 MEMBERS BY CATEGORY 82 Research Companies Production Companies Internet Companies Radio, Television & Cable Networks Magazines Representation Firms 2016 AHAA HISPANIC MARKET GUIDE 3 INTRODUCTION 2015 was a big year for Hispanic Marketing. We saw the greatest increase against Hispanic ad spending, where companies shifted their English media dollars to Hispanic-dedicated efforts – in other words, the brands who saw the greatest ROI led with Hispanic insights. That’s why it is crucial to have the right partners to create the campaigns that resonate with this burgeoning market. This 2016 AHAA Hispanic Market Guide will provide you with the list of companies with trusted Hispanic marketing expertise, as well as relevant Hispanic demographic, media and marketing information. Why pick an AHAA member? • Our roster is a who’s who of marketing elite and legacy practitioners. • AHAA members have proven track records of parlaying powerful cultural insights, deeply relevant messaging and creative strategies into game- changing, award-winning multicultural campaigns for big brands, including Toyota, Clorox, Wal-Mart, Milk (California Milk Processors Board) and Allstate, to name a few. We have a 20-year legacy AHAA: The Voice of Hispanic Marketing is the national trade organization representing 45,000 marketing, research and media executives who have trusted Hispanic expertise. For 20 years, we have championed the Hispanic Market in corporate boardrooms and advocated for increased investment in multicultural marketing strategies – all while ensuring that experts with trusted Hispanic expertise were at the forefront of this discussion. Our efforts have been chronicled in the annals of history by being featured in the Smithsonian’s Museum of American History. We see the future Our marketplace is increasingly diverse, mobile, entrepreneurial and innovative with Hispanics leading the charge. At AHAA, we have our finger on the pulse of the latest multicultural research to help predict the next big cultural trend and demographic shift. Through our education efforts, we parlay these insights into business-building marketing strategies that help grow the Hispanic Marketing industry and deliver ROI to top U.S. brands. We believe every brand should be a Hispanic marketer Through our thought leadership initiatives and groundbreaking research, we have helped organizations gain market share, increase revenue and grow profits by leading with Hispanic insights and creating powerful, relevant and creative campaigns that hit the bullseye with today’s complex consumer. For more information, please visit www.ahaa.org. Follow us on Twitter at @ahaa and on Facebook! 4 2016 AHAA HISPANIC MARKET GUIDE DEMOGRAPHICS Household Hispanic Breakdown by Age 150 120 0 0 0 0 Upscale Latinos, representing households earning between $40-100K a year, are the most upwardly mobile segment and account for 40 percent of Hispanic buying power. Copyright © Nielsen Media Research 2015 “National Universe Estimates” 2016 AHAA HISPANIC MARKET GUIDE 5 MEDIA Top Hispanic DMAs Copyright © Nielsen Media Research 2015 “Local Television Market Universe Estimates: Hispanic or Latino TV Households” 6 2016 AHAA HISPANIC MARKET GUIDE HispanicHispanic DMAs DMAs sorted sorted by highest by highest percentage percentage of Hispanics of Hispanics Hispanic DMA Rank Market of Population 1. Harlingen/Weslaco/Brownsville/McAllen DMA 88% 391 2. El Paso DMA 74% 328 3. San Antonio DMA 52% 230 4. Fresno/Visalia DMA 50% 222 5. Miami/Ft. Lauderdale DMA 49% 215 6. Los Angeles DMA 42% 185 7. Albuquerque/Santa Fe DMA 40% 175 8. Houston DMA 33% 145 9. San Diego DMA 29% 130 10. Austin DMA 27% 119 11. Las Vegas DMA 26% 115 12. Phoenix DMA 25% 109 13. Dallas/Fort Worth DMA 24% 106 14. Sacramento/Stockton/Modesto DMA 24% 105 15. New York DMA 22% 97 16. San Francisco/Oakland/San Jose DMA 21% 94 17. Chicago DMA 19% 82 18. Orlando/Daytona Beach/Melbourne DMA 18% 80 19. Denver DMA 18% 79 20. Tampa/St. Petersburg DMA 14% 64 21. Washington, D.C. DMA 12% 54 22. Atlanta DMA 10% 42 23. Philadelphia DMA 9% 41 24. Boston DMA 8% 34 Copyright © Scarborough 2015 “Market/Release: Hispanic DST Multi-Market 2015 Release 1 Total (Feb 2014 - Mar 2015)” 2016 AHAA HISPANIC MARKET GUIDE 7 Media Consumption by Ethnicity Weekly Hours: Minutes of Usage By Ethnicity & Race Copyright © Nielsen Media Research 2015 “Comparable Metrics Report: Q3 2015” 8 2016 AHAA HISPANIC MARKET GUIDE Hispanics spend the most time using their smartphones. 8:55 2:35 9:49 2:47 11:51 1:36 8:07 1:49 Tablet (App+Web) Tablet Smartphone (App+Web) 0 2 4 6 8 10 12 0.0 0.5 1.0 1.5 2.0 2.5 :11 :18 :28 :17 :35 :06 :28 :13 Smartphone Video Tablet Video Tablet 0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.00 0.05 0.10 0.15 0.20 :42 :17 :40 :15 1:07 :09 :33 :09 Smartphone Audio Streaming Tablet Tablet Audio Streaming 0.0 0.2 0.4 0.6 0.8 1.0 1.2 0.00 0.05 0.10 0.15 0.20 2:39 :46 2:39 :46 3:34 :29 2:14 :22 Smartphone Social Network 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 Social Network Tablet 0.0 0.1 0.2 0.3 0.4 0.5 Copyright © Nielsen Media Research 2015 “Comparable Metrics Report: Q3 2015” 2016 AHAA HISPANIC MARKET GUIDE 9 Top 25 Hispanic Print Publications Top 25 Hispanic Print Publications Outlet Media Type Circulation 1 Fútbol Mundial Magazine 949,123 2 Vista Magazine 900,000 3 Ser Padres Magazine 858,794 4 Ser Padres Bebe Magazine 609,040 5 Siempre Mujer Magazine 558,977 6 People en Español Magazine 545,667 7 Vanidades Magazine 519,116 8 Ser Padres Espera Magazine 515,000 9 El Clasiﬁcado Community Newspaper 500,000 10 TV y Novelas U.S.A. Magazine 341,535 11 Constru-Guía al Día Magazine 318,000 12 Glamour Latinoamerica Magazine 312,628 13 El Especial Community Newspaper 295,000 14 El Aviso Community Newspaper 275,000 15 Impacto USA Community Newspaper 250,000 16 American Airlines Nexos Magazine 212,008 17 La Informacion Newspapers Community Newspaper 200,000 18 Lawndale News Community Newspaper 192,200 19 El Tejano Hispanic Community Monthly Magazine Magazine 185,000 20 Vida en el Valle Community Newspaper 172,000 21 FAMA Magazine 163,827 22 La Raza Community Newspaper 153,660 23 Hoy Community Newspaper 140,000 24 Semana News Community Newspaper 130,252 25 The Catholic Sun Community Newspaper 120,812 Copyright © Cision 2016 10 2016 AHAA HISPANIC MARKET GUIDE Hispanic Internet / App Usage Copyright © Nielsen Media Research 2015 “National Universe Estimates” 2016 AHAA HISPANIC MARKET GUIDE 11 MARKETERS Total Media Spend According to the AHAA 2015 Ad Allocation Report, the top 500 U.S. marketers are currently allocating about 8.4 percent of their overall ad spend to Hispanic dedicated efforts up from 5.5 percent in 2010. Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent or $2.7 billion from $4.3 billion in 2010 to $7.1 billion. The top 500 advertisers boosted their average spending from $9 million in Hispanic targeted media in 2010 to $14 million now. The growth is led by the Best-In-Class marketers who allocate more than 14.2 percent of their ad dollars to Hispanic dedicated efforts in Spanish/ bilingual media. The number of these elite companies more than doubled from 29 to 68 companies spending a hefty $3.5 billion this year. This group accounts for 63 percent of the total Spanish/bilingual media spending increase. These marketers each spend on average $52 million in Hispanic advertising nearly 4 times the average of the U.S. top 500 advertisers. The second tier of leading companies who assign 6.4-14.2 percent of their marketing budget to Hispanic dedicated efforts increased from 58 to 94 companies. This group accounts for 37 percent of the spending increase. Together the top two tiers of advertisers have almost doubled from 87-162 companies and they represent 100 percent of the growth of spending in Hispanic dedicated media. Companies like Nissan, Toyota, Wal-Mart, Target, Lowes, Verizon, AT&T, Ruby Tuesday and Wellpoint have strengthened their investment and share of overall ad spend to Hispanic dedicated media. Big Spenders Big Results $ • Shifting English media dollars to • CPG and retail companies among the • While overall Financial-Insurance ad Hispanic directly leads to Total Market top 500 U.S. advertisers increased spend among the top 500 advertisers growth in the Auto sector category. A their Hispanic media spend by a increased by 20% from $5.3Bn to ﬁve-point allocation shift from English staggering 67 percent during 2010 to $6.4Bn from 2010 to 2014, marketers to Hispanic media resulted in a growth 2014.

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