Ad Age's Hispanic Fact Pack - Advertising Age

AUGUST 21, 2017

$368 million

2016 U.S. measured-media spending in Hispanic media by No. 1 advertiser Procter & Gamble

85%

Percentage of Hispanic internet users who use Facebook

52%

Portion of U.S. Hispanic population below age 30

$9.6 billion

U.S. Hispanic major-media ad spending in 2016 for TV, digital, newspaper, radio and magazine, up 1.2%

14TH ANNUAL

HISPANIC FACT PACK

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AD TECH Ad Exchange CRM DMP DSP Marketing Automation

A / PRODUCTION

ed Content & Broadcast Video g Digital Publishing

Production Companies Publisher Tools/Strategy Radio and Streaming Audio Social Media

Tools/Strategy

AGENCIES Branded Content BtoB Creative Data/CRM Digital Media PR

MEDIA / PR

Branded Con Cable & Broa Digital Video Gaming Print & Digita

®

Brand

Ju

Juniper Jones

[email protected] or 646-327-7344

NEED A PARTNER? LOOK N 12/13/16 12:04 PM

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Ad Exchange Branded Content Branded Production Companies Exchange Branded Content Branded Content Production Companies DMP Creative Content Digital Video CRM BtoB Cable & Broadcast Publisher Tools/Strategy M BtoB Cable & Broadcast Publisher Gaming Tools/Strategy DSP Data/CRM DMP Digital Radio Streaming Audio P Creative Creative Radio andPrint Streaming Audio Marketing AutomationDigital Video Digital Video &and Digital Publishing DSP Social Media P Data/CRMData/CRM Gaming Gaming Social Media Media Tools/Strategy AutomationDigital Digital Print & Digital Publishing rketing Marketing Automation Print & Digital PR Publishing Media Media Tools/Strategy ols/Strategy PR PR

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8/8/17 5:00 PM

12:04

HISPANIC FACT PACK 2017

INSIDE MARKETERS

Hispanic major-media spending


was produced by Ad Age Datacenter and published Aug. 21, 2017.

7

- Spending by medium

50 largest spenders in Hispanic media

8

Digital edition available to Basic, Premier, Premier Plus members and Datacenter subscribers.

9

The digital edition is also available for individual purchase for $49. AdAge.com/trend-reports.

- Companies ranked by U.S. measured-media spending

Largest marketers by Hispanic medium - Companies ranked in six media

MEDIA

Language preferences

Email: [email protected]

10

- For Hispanic adults - By Hispanic TV households

11

- Social networking, attitudes toward social media

Largest multiplatform digital properties

12

- Among Hispanics and comScore’s Hispanic Ad Focus category

Largest digital properties

14

- Sites, ad networks and mobile platforms

Hispanic TV viewership

18

- Broadcast TV networks, cable TV networks and prime-time programs ranked by Hispanic persons ages 2 and up

Hispanic print and radio

19

- Selected magazines, radio stations and newspapers

Media use and consumer behavior

Send mail to: Advertising Age 150 N. Michigan Ave., Ste. 1737 Chicago, IL 60601 Ad sales: Brent Rupp, 212-210-0790, [email protected]

25 largest U.S. DMAs Social media

Additional copies: Order print copies at [email protected] or call 877-320-1721; for readers outside the U.S., call 313-446-0450.

20

- Cellphone use while shopping, purchases via device, time spent using media and smartphone user activities

Staff: Datacenter: Kevin Brown, Bradley Johnson, and Catherine Wolf Global editor: Laurel Wentz Senior art director: Jennifer Chiu

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DEMOGRAPHICS

Population22

Subscribe: AdAge.com/getdatacenter

- U.S. population totals and Hispanic discretionary spending

PRESENTED BY:

Population by age23 - Hispanics as percent of U.S. population

AGENCIES

Hispanic agency winners

24

- See the best creative ideas

50 largest Hispanic agencies in 2016

28

- By U.S. revenue from Hispanic activities

Largest U.S. Hispanic media agencies in 2016 30 - By estimated U.S. revenue from Hispanic media activities 4 | August 21, 2017

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© Copyright 2017 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, non-commercial use only, which must be in accordance with Ad Age’s Terms and Conditions at AdAge.com/terms. Archiving, reproduction, re-distribution or other uses are prohibited. For licensing arrangements, please contact [email protected]. ADVERTISING AGE

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MASTER


A $9.6 billion ad market Hispanic marketing, media, agencies and demographics HISPANICS ACCOUNT FOR almost half of annual U.S. population growth, largely through U.S. births rather than immigration (25.8% of kids aged 9 and under are Hispanic). Totaling 57.5 million people, Hispanics are 17.8% of the U.S. population and growing (pp. 22, 23). Hispanic major-media spending edged up 1.2% to $9.6 billion in 2016, but the only category that grew significantly was digital, estimated by Ad Age to be up 16.9% to $2 billion (p. 7). TV spending—network, spot and cable— was down slightly to $6 billion in 2016 from $6.2 billion the previous year.

Conill’s anti-stereotypes “Wash Away Labels” campaign for P&G’s Tide won an Effie award this year.

Procter & Gamble Co. is at the top of the ranking of the 50 largest spenders in Hispanic media, at $368.3 million (p. 8), up from $303.1 million the previous year. Telecom and entertainment companies make up half of the top 10 advertisers, starting with AT&T at No. 3, spending $128.7 million. In the ranking of the 50 largest Hispanic agencies, Omnicom Group’s Alma rose from No. 4 to capture the top slot (p. 28), posting

double-digit growth in addition to the creative kudos from being the most-awarded Hispanic shop, largely for a campaign for Netflix’s “Narcos” series (p. 24). The independent ad agency scene has shifted over the last year. After years of stalking Zubi Advertising, the Hispanic shop for Ford Motor Co., Ford’s global holding company WPP finally bought Zubi in February 2017 in a deal done through GTB, the agency network that handles Ford. Longtime Chief Operating Officer Joe Zubi, whose mother Tere founded Zubi in 1976, left the company. Also at WPP, Ogilvy signed a strategic joint venture in July with Miami-based Marca to work with Ogilvy’s Miami and Mexico offices to help the agency network in the U.S. Hispanic market. At Publicis Groupe’s Lapiz, there are no plans to replace Gustavo Razzetti, the executive VP and managing director who left in April; Andrew Swinand, CEO of Leo Burnett North America, will also lead Lapiz. Hispanic media buying and planning is dominated by Publicis Media Multicultural’s roll-up last year of formerly separate businesses Tapestry, MV42 and ZO Multicultural, and GroupM Multicultural’s brands under the MEC, Mindshare, MediaCom and Maxus names (p. 30). But various Hispanic agencies still have their own media departments to plan and buy for clients. On the media side, Univision Communications’ private-equity owners appear no closer to a long-delayed initial public offering, and were reported to have talked with Liberty Media mogul and investor John Malone about taking a stake. Univision created a chief revenue officer post, and in July promoted Steve Mandala to president-advertising sales and marketing, succeeding Keith Turner. Over at rival NBC Universal Telemundo Enterprises, part of Comcast Corp., Jacqueline Hernandez left in March and wasn’t replaced as chief marketing officer. —LAUREL WENTZ

© Copyright 2017 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, non-commercial use only, which must be in accordance with Ad Age’s Terms and Conditions at AdAge.com/terms. Archiving, reproduction, re-distribution or other uses are prohibited. For licensing arrangements, please contact [email protected]. 6 | August 21, 2017

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ADVERTISING AGE

8/10/17 12:19 PM

Marketers U.S. HISPANIC MAJOR-MEDIA AD SPENDING IN 2016 By medium. Dollars in millions.

SPENDING BY MEDIUM $4,372

2016 total: 2015 total: 2016 vs. 2015:

$9,557 $9,443 +1.2%

$1,886 $1,346 $722

Spot TV

Cable TV

Newspaper

2016

Digital related to print

63.1 %

.8

4 .5 %

17

%

%

0.7%

0.2%

3.8%

45.7%

1 2 .1

%

3.9%

TV

14.1%

3. 3

%

%

Print (excluding digital revenue)

48.6%

8.0%

1%

3.

Digital

%

0.9% 0.2%

.7 %

65.5

.1

.7%

11

Spot radio

%

19

7.6

Other digital

2015

PERCENT OF TOTAL

17

.6

20

Other print

4.5%

%

4 .6 %

Magazine

$18

$84

13.9

Network TV

$441

$375

$315

4.6%

MASTER


Spot radio

Sources: TV data are measured media from Kantar Media (kantarmedia.com). Print and digital related to print from Latino 247 Media Group. Numbers rounded. Newspaper includes classified. Other print includes annuals, catalogs, journals, newsletters and yellow pages. Print includes Puerto Rican publications as well as Mexican border publications with U.S. circulation. Other digital from Ad Age Datacenter estimates. Spot radio data from Nielsen (nielsen.com). Kantar Media also measures Hispanic newspapers, magazines and spot radio. ADVERTISING AGE

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50 LARGEST SPENDERS IN HISPANIC MEDIA Companies ranked by U.S. measured-media spending. Dollars in thousands. #

Marketer

1

Procter & Gamble Co.

2

Genomma Lab Internacional

304,919

28 Guthy-Renker Corp.

53,442

3

AT&T

128,707

29 Charter Communications

52,226

4

L’Oréal

125,697

30 Samsung Electronics Co.

51,657

5

Deutsche Telekom (T-Mobile US)

125,496

31 ITT Educational Services

50,175

6

PayPal Holdings

115,458

32 Univision Holdings

49,253

7

Dish Network Corp.

111,645

33 Honda Motor Co.

45,235

8

Verizon Communications

93,715

34 Church & Dwight Co.

44,998

9

Nissan Motor Co.

88,729

35 Fiat Chrysler Automobiles

44,036

10 Comcast Corp.

87,510

36 Hershey Co.

43,639

11 Anheuser-Busch InBev

85,076

37 Walt Disney Co.

42,830

SoftBank Group Corp. (Sprint Corp.)

83,127

38 Macy’s

42,675

13 Molson Coors Brewing Co.

82,951

39 Coca-Cola Co.

42,372

14 Toyota Motor Corp.

81,533

40 Ideavillage Products Corp.

41,957

15 General Motors Co.

79,278

41 Yum Brands

41,745

16 Target Corp.

78,977

42 Doctor’s Associates (Subway)

41,583

17 McDonald’s Corp.

78,088

43 U.S. Government

37,278

18 Johnson & Johnson

76,909

44

19 Walmart Stores

75,559

45 Home Depot

36,456

20 Ford Motor Co.

71,402

46 Expedia

36,412

21 Mars Inc.

66,573

47 Volkswagen

35,711

22 Constellation Brands

64,171

48 Freeway Insurance Services

33,516

State Farm Mutual 23 Auto Insurance Co.

60,911

49 Kia Motors Corp.

33,314

24 Unilever

60,877

50 Novo Nordisk

32,994

25 General Mills

58,106

Top 50 ($ in millions)

$3,735

26 Nestlé

56,302

12

2016 $368,289

#

Marketer

2016

27 Allstate Corp.

$54,444

Lions Gate Entertainment Corp.

36,650

Source: Ad Age Datacenter analysis of data from Kantar Media (kantarmedia.com). Data represent the sum of broadcast TV and cable networks, Spanish-language magazines (including PIB-monitored Spanish-language magazines), Spanish-language newspapers, Spanish-language spot TV, Spanish-language radio and Spanish-language internet (display only). 8 | August 21, 2017

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ADVERTISING AGE

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MARKETERS

LARGEST MARKETERS BY HISPANIC MEDIUM Companies ranked by U.S. measured-media spending (dollars in thousands).

BROADCAST NETWORK TV # Marketer 1


2

2016

MAGAZINE # Marketer

2016

$332,232

1

L’Oréal

Genomma Lab Internacional

291,775

2

Johnson & Johnson

9,319

3


114,694

3

Mars Inc.

9,164

4

PayPal Holdings

109,436

4


7,612

5

Dish Network Corp.

106,649

5

Unilever

6,110

Top five ($ in millions)

$955

CABLE NETWORK TV # Marketer

$29,328


$62

NEWSPAPER # Marketer

2016

$21,254

1

Target Corp.

$6,228

10,605

2

Macy’s

3,628

2016

1


2

Molson Coors Brewing Co.

3

AT&T

9,350

3

Kohl’s Corp.

3,349

4

Mars Inc.

7,499

4

Sears Holdings Corp.

3,328

5

State Farm Mutual Auto Ins. Co.

7,084

5

CVS Health Corp.

3,154


$56

SPOT TV # Marketer 1

Charter Communications

2


$20

SPOT RADIO 2016

# Marketer

2016

$49,488

1


Comcast Corp.

43,457

2

AT&T

13,164

3

Nissan Motor Co.

40,536

3

Univision Holdings

10,273

4

Ford Motor Co.

20,732

4

SoftBank Group Corp. (Sprint Corp.)

9,943

5

Rooms To Go

18,216

5

McDonald’s Corp.

8,198


$172


$13,992

$56

Sources: For magazine, newspaper, broadcast network TV, cable network TV and spot TV, Ad Age Datacenter analysis of data from Kantar Media (kantarmedia.com). Automotive dealers and associations are excluded. Public service announcements are excluded. For spot radio, Nielsen Ad Intel 2016 (nielsen.com). Nielsen monitors 92 Spanish-language stations. Excludes network radio, promos and PSAs. ADVERTISING AGE

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Media

HISPANIC LANGUAGE PREFERENCES By media type for ages 18 and up. Responses by percent

Reading

Watching TV

Listening to radio

When online

Only in English

37.9%

31.6%

26.8%

44.4%

Mostly in English, but some in Spanish

26.1

31.4

29.6

19.9

Mostly in Spanish, but some in English

14.8

16.6

18.5

9.1

Only in Spanish

17.5

13.3

17.5

13.9

0.3

0.9

0.6

0.5

In some other language

Source: Simmons Research (simmonsresearch.com). Data based on Simmons National Hispanic Consumer Study, Winter 2017, for the dates of Jan. 26, 2016, through March 1, 2017. Base: Hispanic adults.

25 LARGEST HISPANIC DESIGNATED MARKET AREAS By Hispanic TV households in 2017. #

Designated market area

Hispanic TV homes

Percent of U.S.

1

Los Angeles

1,933,480

12.8%

2

New York

1,456,790

9.7

3

Miami-Fort Lauderdale, Fla.

798,890

5.3

4

Houston

692,620

4.6

5

Dallas-Fort Worth, Texas

553,080

3.7

6

Chicago

535,870

3.6

7

San Antonio

458,930

3.0

8

San Francisco-Oakland-San Jose, Calif.

427,430

2.8

9

Phoenix (Prescott, Ariz.)

388,950

2.6

Harlingen-Brownsville, Texas1

321,630

2.1

10 11

Sacramento-Stockton-Modesto, Calif.

291,950

1.9

12

Orlando-Daytona Beach-Melbourne, Fla.

269,320

1.8

13

San Diego

268,410

1.8

14

Fresno-Visalia, Calif.

267,430

1.8

15

Albuquerque-Santa Fe, N.M.

263,850

1.7

16

Philadelphia

257,300

1.7

17

Denver

252,820

1.7

18

Washington (Hagerstown, Md.)

251,970

1.7

19

Tampa-St. Petersburg, Fla. (Sarasota, Fla.)

247,790

1.6

20

El Paso, Texas (Las Cruces, N.M.)

240,860

1.6

21

Boston (Manchester, N.H.)

189,970

1.3

22

Austin, Texas

186,420

1.2

23

Atlanta

175,920

1.2

24

Las Vegas

171,750

1.1

25

Seattle-Tacoma, Wash.

129,810

0.9

15,590,000

100.0%

Total U.S.

Source: Nielsen (nielsen.com). Estimates as of Jan. 1, 2017, and used throughout the 2016-2017 TV season. 1. Harlingen, Weslaco, Brownsville and McAllen, Texas. 10 | August 21, 2017

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ADVERTISING AGE

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MEDIA

SOCIAL NETWORKING Largest multiplatform digital properties among U.S. Hispanics by unique visitors, in thousands. Unique visitors in thousands

Percent reach1

HISPANIC COMPOSITION

#

Property

Percent

Index

1

Facebook and Messenger

29,781

84.2%

14.7%

106

2

Twitter

17,468

49.4

15.8

114

3

Snapchat

17,120

48.4

18.0

129

4

LinkedIn

13,657

38.6

13.2

95

5

Pinterest.com

12,251

34.7

14.2

102

6

Tumblr

6,476

18.3

18.3

131

7

Google+

6,322

17.9

13.7

98

8

Reddit

5,829

16.5

13.8

99

9

Goodreads.com

2,262

6.4

14.9

107

10

DeviantArt.com

1,142

3.2

13.4

96

13.9%

100

Total internet: Hispanic all

35,356

100.0%

Social media - social networking

31,294

88.5

14.5

104

Instagram

20,646

58.4

17.0

122

Source: comScore (comscore.com), June 2017. Multiplatform data include both desktop and mobile platforms, and are inclusive of website, video and app content. 1. Percent reach here is the percent of all Hispanic internet users (35.4 million). See notes on p. 14 for more about Hispanic Composition.

ATTITUDES TOWARD SOCIAL MEDIA Site users who agree with the following statements: Hispanic

NonHispanic

Percent of all

I talk about things I see on social media/networking websites in face-to-face conversations.

38.9%

51.6%

49.6%

I would rather read other people's comments on social media/ networking websites than post my own.

34.3

48.2

46.0

People frequently send me requests to connect with them on a social media/networking website.

33.4

40.8

39.6

I pay attention to ratings and reviews posted online by other consumers.

33.2

38.2

37.4

I often click on links or items posted by other people on social media/ networking websites.

32.5

40.3

39.1

I often access social media/networking websites from different devices.

29.8

36.6

35.5

I often post or comment on social media/networking websites.

26.7

31.9

31.1

I like to follow my favorite brands or companies on social media/ networking websites.

25.7

25.3

25.4

Social media/networking websites are a way for me to tell people about companies and products that I like.

24.8

23.8

23.9

I am more likely to purchase products I see used or recommended by friends on social media/networking websites.

21.1

23.8

23.4

I sometimes post ratings or reviews online for other consumers to read.

19.4

22.0

21.6

People who agree

Source: Simmons Research (simmonsresearch.com). Data based on Simmons National Hispanic Consumer Study, Winter 2017, for the dates of Jan. 26, 2016, through March 1, 2017. Base: Social-media users. ADVERTISING AGE

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MEDIA

LARGEST U.S. MULTIPLATFORM DIGITAL PROPERTIES Among Hispanics by unique visitors. HISPANIC COMPOSITION

Unique visitors in thousands

Percent reach1

Google sites

34,053

96.3%

14.1%

101

2

Facebook

30,096

85.1

14.8

106

3

Yahoo sites (part of Verizon Comms.’ Oath)

26,035

73.6

14.0

101

4

Amazon sites

25,239

71.4

14.0

101

5

Microsoft sites

23,792

67.3

12.9

93

6

Comcast NBC Universal

23,588

66.7

15.2

109

7

AOL (part of Verizon Comms.’ Oath)

21,489

60.8

13.9

100

8

Apple

20,311

57.4

14.4

103

9

CBS Interactive (part of CBS Corp.)

18,961

53.6

12.8

92

#

Property

1

Percent

Index

10

Twitter

17,468

49.4

15.8

114

11

Turner Digital (part of Time Warner)

17,291

48.9

13.2

95 129

12

Snapchat

17,120

48.4

18.0

13

Time Inc. Network (U.S.)

17,077

48.3

13.4

96

14

Yelp

16,620

47.0

17.9

128

15

Pandora.com

15,302

43.3

18.7

134

16

Wikimedia Foundation sites

15,051

42.6

15.1

109

17

Weather Co. (part of IBM Corp.)

14,892

42.1

13.5

97

18

Hearst Corp.

14,099

39.9

13.5

97

19

USA Today Network

14,063

39.8

12.8

92

20

New York Times Digital

13,966

39.5

16.4

118

Total internet

35,356

100.0%

13.9%

100

Source: comScore (comscore.com), June 2017. Multiplatform data include both desktop and mobile platforms, and are inclusive of website, video and app content. 1. Percent reach here is the percent of all Hispanic internet users.

LARGEST HISPANIC MULTIPLATFORM DIGITAL PROPERTIES From comScore’s Hispanic Ad Focus1 category. June 2017 unique visitors in thousands among all Hispanics. #

Property

1

Univision Digital

Total digital population Desktop 4,537

1,190

Mobile

Desktop only

Mobile only

Desktop/ mobile overlap

3,698

838

3,347

351 126

2

NBC Universal Hispanic Group²

1,970

449

1,647

323

1,521

3

Vix (formerly Batanga Media sites)

1,930

160

1,785

145

1,770

15

4

Prisa

914

567

463

451

347

115

5

Grupo Televisa

829

296

562

267

533

29

6

MamásLatinas.com

542

446

119

423

96

23

7

Terra Networks - Telefónica

450

318

169

281

132

37

8

BBC Mundo - BBC

369

127

255

115

242

13

9

ImpreMedia sites

349

98

265

84

251

14

10

Hola.com

Total internet: Hispanics

253

95

169

83

158

11

35,356

26,679

31,264

4,093

8,677

22,586

Source: comScore (comscore.com), June 2017. Multiplatform data include both desktop and mobile platforms, and are inclusive of website, video and app content. 1. Hispanic Ad Focus category measures the entire U.S. audience at sites and other ad-supporting entities oriented toward the U.S. Hispanic audience. 2. Includes Telemundo. 12 | August 21, 2017

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ADVERTISING AGE

8/10/17 11:21 AM

Putting Together Your Hispanic Digital Media Plan? Don’t ignore the elephant in the room. Cox Media Group’s Mundohispanico.com

33 Million

4.5 Million

Pageviews (1)

Unique Visitors (1)

72%

90%

66%

5.25 Million

growth in the past year (2)

of our traffic is mobile (3)

of our traffic is social (3)

Facebook Followers (4)

For advertising opportunities contact Alberto Perez at: [email protected] (1) A three-month average of U.S. traffic from May to July 2017, according to Google Analytics (2) Comparing pageviews from July 2016 to July 2017, according to Google Analytics (3) U.S. traffic from May-July 2017, according to Google Analytics (4) As of July 31, 2017, according to Facebook Insights

AA013808.indd 1

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LARGEST HISPANIC WEBSITES From comScore’s Hispanic Ad Focus1 category. Unique visitors in thousands.

AMONG ALL HISPANICS USING DESKTOP HISPANIC COMPOSITION2

#

Property

Unique visitors

Percent

Index

1

Prisa

507

74.3%

616

2

Univision Digital

498

76.6

636

3

MamásLatinas.com

326

79.4

659

4


314

51.0

423

5

NBC Universal Hispanic Group

230

56.4

468

6

Musica.com

182

67.3

559

7


172

65.3

542

8

EHowEnEspañol.com

156

85.9

713

9

CCM.net (in Spanish)

152

96.7

803

Grupo Televisa

152

67.9

563

12.1%

100

10

Total

26,624

AMONG USERS WHO SPEAK PRIMARILY SPANISH USING DESKTOP #

Property

1

SPANISH-PRIMARY HISPANIC COMPOSITION3

Unique visitors

Percent

Index

Prisa

357

52.4%

2,521

2

Univision Digital

300

46.2

2,223

3

MamásLatinas.com

210

51.0

2,455

4


204

33.1

1,593

5

NBC Universal Hispanic Group

153

37.6

1,807

6

Grupo Televisa

121

53.7

2,584

7

EHowEnEspañol.com

110

60.7

2,920

8

ImpreMedia sites

107

76.9

3,698

9


107

40.6

1,952

Musica.com

106

39.1

1,882

10

Total

4,593

2.1%

100

Source: comScore (comscore.com), May 2017. Data are for desktop only. 1. Hispanic Ad Focus category measures the entire U.S. audience at sites and other ad-supporting entities oriented toward the U.S. Hispanic audience. 2. Read Hispanic Composition as 74.3% of Prisa’s desktop audience is Hispanic. 3. Read Spanish-Primary Hispanic Composition as 52.4% of Prisa’s desktop audience is Hispanic and speaks primarily Spanish. 14 | August 21, 2017

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LEADING HISPANIC AD FOCUS AD NETWORKS AND CUSTOM WEB ENTITIES By unique visitors in thousands. Unique visitors

Percent reach1

#

Ad networks

1

Pulpo Media

33,200

15.0%

2

Primia Digital – potential reach

21,599

3

Batanga Media Exchange (BMX) – potential reach

4

HISPANIC COMPOSITION

Percent

Index

16.6%

137

9.8

15.8

131

21,274

9.6

18.4

152

Fullscreen Mexico – potential reach

20,645

9.3

14.7

122

5

Mobvious

19,913

9.0

15.5

129

6

Yahoo Audience Network Hispanic

7,631

3.5

30.2

251

7

Univision Digital Network

6,991

3.2

43.5

361

8

H Code Media

6,612

3.0

36.1

300

9

Mundial Sports Network

2,781

1.3

59.7

496

10

ImpreMedia Impower

1,544

0.7

78.7

653

11

Exponential – Hispanic

1,221

0.6

21.0

174

12

GDA Digital

1,189

0.5

80.1

665

13

MSN Latino Network

397

0.2

92.0

764

14

EPMG Latino

341

0.2

62.4

518

15

PAL

129

0.1

88.5

735

Source: comScore (comscore.com), May 2017. To be included in Hispanic Ad Focus, entities must have at least 20% of their page views consumed by Hispanic audiences. Some comScore clients may want to make available additional combinations of URLs, called custom entities. These are used to demonstrate “true” reach of syndicated content, among other things. 1. Percent reach here is the percent of all desktop internet users (220.9 million).

MOBILE PLATFORM SHARE AMONG HISPANICS Smartphone and tablet ownership, audience in thousands. BlackBerry 61 (0.2%)

Microsoft (Windows) 443 (1.2%)

BlackBerry 9 (0.1%)

Smartphones total: 36,810

Google (Android) 20,559 (55.9%)

Microsoft (Windows) 72 (0.5%)

Tablets total: 14,513

Apple (iOS) 15,747 (42.8%)

Google (Android) 8,224 (56.7%)

Apple (iOS) 6,208 (42.8%)

Source: comScore (comscore.com). Three months average ending April 2017. ADVERTISING AGE

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HISPANIC TV NETWORK VIEWERSHIP Broadcast TV networks ranked by Hispanic persons ages 2 and up. Total duration (min)

% of Hisp. HH live +7

Hisp. HH share live +7

Hisp. HH live +7 (000)

% of Hisp. viewers live +7

Hisp. P2+ share live +7

Hisp. persons live +7 (000)

3.1%

#

Originator, parent

# of telecasts

1

Univision, Univision Holdings

104

6,720

6.8%

13.9%

1,054

12.9%

1,597

2

Telemundo, Comcast Corp.’s NBC Universal

99

6,720

4.3

8.8

664

1.8

7.7

959

3

UniMás, Univision Holdings

78

6,360

3.6

7.4

554

1.6

6.9

858

4

ABC, Walt Disney Co.

90

5,311

2.1

4.2

325

0.8

3.5

443

5

NBC, Comcast Corp.’s NBC Universal

80

5,460

2.0

4.0

305

0.8

3.3

416

Source: Nielsen (nielsen.com) based on Hispanic prime-time viewership from 7 p.m. to 11 p.m., Monday through Sunday (5/1/2017-5/28/2017). Strict daypart. Rating is percent of Hispanic TV households; share is percent of those households with TV sets in use and watching the network. P2+ counts total Hispanic viewing persons in thousands tuned in to the network. Viewing estimates include seven days of timeshifted viewing. Percent of households is the rating. Share is percent of TV sets in use.

SPANISH-LANGUAGE CABLE NETWORKS By cable TV coverage as a percent of all Hispanic TV households. #

Cable coverage as % of all Hispanic TV HH

Network, parent

Share as % of Hispanic cable HH

1

Galavisión, Univision Holdings

65.5%

86.4%

2

Univision Deportes, Univision Holdings

47.8

63.2

3

NBC Universo, Comcast Corp. (NBC Universal’s Telemundo)

46.7

61.7

4

Fox Deportes, 21st Century Fox

40.1

53.3

5

ESPN Deportes, Walt Disney Co.

36.7

48.3

Source: Nielsen May 2017 (nielsen.com). This table ranks the networks by penetration per Nielsen’s externally reportable cable networks. There are 12.2 million Hispanic cable households out of 15.6 million Hispanic TV households (versus 12.0 million Hispanic cable households out of 15.1 Hispanic TV households in 2016). Networks are those with coverage of 20% or more. These are monthly averages of homes able to receive cable.

PRIME-TIME TV PROGRAM LEADERS Ranked by Hispanic persons ages 2 and up. # of telecasts

Total duration (min)

Rating: % of Hisp. HH live +7

Hisp. HH live +7 (000) 1,766

Language and medium

Program (day), originator

Spanish-language broadcast network TV

Vino El Amor (Friday), Univision

1

61

11.3%

English-language broadcast network TV

Empire, Fox

4

240

4.7

Spanish-language cable TV

Liga MX Clausura (5/21/17), Univision Deportes

1

155

English-language cable TV

NBA Playoffs Conference Finals L, EPSN

3

459

Rating: % of Hisp. Hisp. persons persons live +7 live +7 (000) 5.2%

2,725

737

2.0

1,018

2.9

459

1.4

733

3.7

572

1.6

854

Source: Nielsen (nielsen.com). Rating is the percent of Hispanic TV households tuned to the program. Households and viewers are in thousands. May 2017 (5/1/17-5/28/17), Hispanic Prime (7 p.m. to 11 p.m., Monday through Sunday). Viewing estimates include Live viewing plus seven days of timeshifted viewing. Excludes breakouts, specials and programs less than five minutes in duration. 18 | August 21, 2017

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MEDIA

SELECTED HISPANIC MAGAZINES Shown with advertising revenue and ad pages. ADVERTISING REVENUE IN MILLIONS

ADVERTISING PAGES

Magazine, parent

2016

2015

2016

2015

Latina, Latina Media Ventures

$25.8

$28.8

483.4

557.2

People en Español, Time Inc.

59.8

66.8

630.1

742.8

Ser Padres, Meredith Corp.

13.3

16.8

105.3

140.1

Siempre Mujer, Meredith Corp.

14.0

15.5

178.0

205.1

Vanidades, Grupo Televisa (The Brands Group)

18.4

20.2

308.7

318.4

Source: Ad Age Datacenter analysis of data from Kantar Media (kantarmedia.com). Excludes revenue from circulation and digital revenue. This table is not a comprehensive list of the largest Spanish-language magazines.

TOP RADIO STATIONS AMONG HISPANICS Among all formats by fall 2016 weekly cume persons. Owner 1

Weekly cume persons 2

Average listeners 3

Time spent listening 4

Pop contemporary hit radio

IHM

2,035,700

26,200

1:30

KLVE-FM, Los Angeles

Spanish contemporary

Uni

1,905,000

50,000

3:15

3

WSKQ-FM, New York

Spanish tropical

SBS

1,766,700

50,400

3:30

4

KBIG-FM, Los Angeles

Hot adult contemporary

IHM

1,698,200

21,200

1:30

5

KPWR-FM, Los Angeles

Rhythmic contemporary hit radio

Emmis

1,620,600

19,700

1:30

#

Station, market

Format

1

KIIS-FM, Los Angeles

2

Source: Nielsen Audio National Regional Database Fall 2016 (nielsen.com/audio), Hispanic Persons 12+, Monday through Sunday, 6 a.m. to midnight. 1. IHM = iHeartMedia; Uni = Univision Communications; SBS = Spanish Broadcasting System; Emmis = Emmis Communications. 2. Stations ranked by weekly cume persons, or the number of unique consumers per week. 3. Average number of listeners per quarter hour. 4. Weekly time spent listening in hours and minutes.

KEY HISPANIC NEWSPAPERS In the six largest U.S. Hispanic markets. #

Designated market area

Key newspapers, parent company (frequency)

1

Los Angeles

El Aviso Magazine1, El Aviso de Ocasion (weekly); El Clasificado1, EC Hispanic Media (weekly); Hoy, Tronc (two times a week); La Opinión, ImpreMedia (daily); Excelsior, Southern California Media Group (weekly); La Prensa, Southern California Media Group (weekly)

2

New York

El Diario/La Prensa, ImpreMedia (daily); El Especialito, Ibarria Media Group (weekly); Impacto Latin News, Impacto Latin News (weekly); La Tribuna Hispana USA, La Tribuna Hispana USA (weekly)

3

Miami/ Fort Lauderdale, Fla.

Diario Las Américas, Américas Multimedia Group (three times a week); El Nuevo Herald, McClatchy Co. (daily); El Sentinel, Tronc (weekly)

4

Houston

La Subasta, La Subasta (weekly); La Voz de Houston, Hearst Corp. (twice a week); Semana News, Newspan Media Corp. (weekly)

5

Dallas/Fort Worth, Texas

Al Día, A.H. Belo Corp. (twice a week); El Hispano News, El Hispano News (weekly); La Estrella En Casa, McClatchy Co. (weekly); La Subasta, La Subasta (weekly)

6

Chicago

Hoy, Tronc (daily); La Raza, ImpreMedia (weekly); Reflejos, Paddock Publications (weekly)

Source: Guidance on key publications from Latino 247 Media Group. Two of the nation’s largest Hispanic newspapers serve the El Paso, Texas, and Juarez, Mexico, market. They are El Diario and El Norte. 1. These publications are newsprint magazines. ADVERTISING AGE

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MASTER


CELLPHONE USE WHILE SHOPPING How Hispanics use cellphones before, during and after purchase. BEFORE WHILE SHOPPING ENTERING STORE IN STORE

AT CHECK OUT

AFTER PURCHASE

Hispanic All adults Hispanic All adults Hispanic All adults Hispanic All adults Called a family/friend/ spouse/partner for advice

22.8%

12.3%

29.8%

14.3%

Looked up product reviews

28.9

16.8

27.0

14.9

Looked up product pricing

33.1

18.1

23.8

Looked for a coupon online

36.7

19.9

Looked up product inventory/availability

19.0

Used social media to comment on a purchase made

5.3%

8.1%

3.1

6.6

4.0

9.5

16.0

5.5

7.7

6.0

11.5

28.8

16.2

16.3

11.3

2.1

9.0

14.1

24.9

7.6

7.7

2.7

4.2

1.8

23.8

9.2

20.9

10.8

11.5

5.2

14.6

10.9

Wrote review on a purchase on social media/blog/forums

17.9

7.4

17.1

7.4

20.9

7.5

11.5

10.6

Used a store locator/maps

22.4

16.8

13.7

8.6

5.0

6.7

8.6

10.3

Used the retailer’s app/website

22.6

16.9

22.5

12.2

2.7

6.9

3.9

9.6

Used/visited other shoppingrelated app/websites

18.5

12.2

16.4

11.2

17.7

8.1

11.4

8.1

None of these

19.6

40.5

19.5

44.4

44.5

58.5

60.1

49.6

20.5%

10.2%

Source: Simmons Research (simmonsresearch.com). Data based on Simmons New Media Study, Fall 2016, for the dates of Oct. 26, 2015, through Nov. 30, 2016. Base: Online adults who own a cellphone.

PURCHASES VIA DEVICE BY CATEGORY Percent who have purchased items using a PC, tablet or cellphone. PERSONAL COMPUTER

Category

TABLET

CELLPHONE

Hispanic

All adults

Hispanic

All adults

Hispanic

All adults

Apparel/accessories

50.6%

58.7%

53.7%

46.2%

39.6%

29.1%

Electronics

48.8

50.7

49.1

32.7

35.4

17.0

Food

16.8

21.8

29.0

17.2

19.4

11.6

Pharmaceuticals/drugs

17.6

18.7

28.1

17.6

21.7

11.3

5.0

11.6

19.9

10.9

2.8

6.9

Tickets to movies/events

36.9

44.0

49.9

32.5

20.0

11.7

Toys/games

34.9

30.9

46.0

27.6

19.7

11.4

Travel services/reservations

49.0

57.6

34.5

36.8

21.4

11.4

Personal care/toiletries

21.7

25.1

19.4

12.0

17.6

9.9

Auction items

29.7

23.8

21.6

19.4

8.6

10.3

Charitable donations

14.9

11.0

21.1

14.5

14.4

11.7

Stocks/bonds/mutual funds

Source: Simmons Research (simmonsresearch.com). Data based on Simmons New Media Study, Fall 2016, for the dates of Oct. 26, 2015, through Nov. 30, 2016. Base of device owners for each device (for example, 51% of Hispanics who own a computer have purchased apparel/accessories using their computer vs. 59% of all computer owners). 20 | August 21, 2017

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MEDIA USAGE: AVERAGE TIME IN AN AVERAGE DAY SPENT ON MEDIA-RELATED ACTIVITIES How online Hispanics consume media. HOURS SPENT PER ACTIVITY

Activity

Hispanic

Non-Hispanic

All consumers

Playing console video games

4.2

1.6

2.0

Watching TV

3.0

3.3

3.3

Using internet on home computer

2.8

3.1

3.0

Using internet on cellphone

2.7

1.9

2.0

Listening to radio

2.7

1.5

1.6

Listening to MP3 player

2.7

2.0

2.1

Reading print books

2.7

2.0

2.1

Texting on cellphone

2.6

1.6

1.8

Playing video games on cellphone

2.6

1.9

2.0

Listening to music online

2.6

2.3

2.3

Source: Simmons Research (simmonsresearch.com). Data based on Simmons New Media Study, Fall 2016, for the dates of Oct. 26, 2015, through Nov. 30, 2016. Each activity is the average among online adults who engage in that activity during a typical day.

SMARTPHONE USER ACTIVITIES Hispanic smartphone owners use these apps in a typical month. PERCENT WHO USED THIS FUNCTION IN A TYPICAL MONTH

Hispanic millennials

NonHispanic millennials

U.S. born

Foreign born

All users

Category

Hispanic

NonHispanic

Camera

90.7%

86.2%

91.0%

86.3%

92.7%

88.7%

86.9%

App store

58.5

50.0

57.2

48.0

58.0

59.0

51.4

Email

66.7

60.6

63.5

58.8

65.1

68.2

61.6

Maps

76.3

77.3

74.5

81.1

77.4

75.3

77.1

Messaging in app

73.3

70.3

76.8

72.8

74.3

72.3

70.8

Music

77.2

74.1

80.1

79.6

82.0

72.7

74.6

Games

57.0

64.4

56.6

65.5

58.7

55.5

63.3

News

61.0

65.6

65.4

67.4

64.1

58.0

64.8

Social media

85.2

85.5

85.7

89.2

86.6

83.8

85.5

Voice call

71.0

70.6

70.3

69.7

73.5

68.6

70.7

Messaging

91.3

90.0

91.5

90.0

92.4

90.3

90.2

Browsing

93.1

93.7

93.2

94.5

94.1

92.0

93.6

Video online

87.7

80.6

88.0

83.8

88.5

86.9

81.7

Source: Simmons Research (simmonsresearch.com). Data based on Simmons Connect Study, Winter 2017. Data from the smartphone panel was collected Jan. 26, 2017, to March 1, 2017. Base: Smartphone owners. ADVERTISING AGE

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MASTER


Demographics POPULATION U.S. Hispanic population: 57,470,287 on July 1, 2016. Hispanics have accounted for nearly half of the U.S. population growth since 2010. The median age of Hispanics is 29 years old.

2016 U.S. total: 323.1M

2010 U.S. total: 308.7M

Median age: 37.9

Hispanic or Latino

Median age: 37.2

Median age: 29.0

Hispanic or Latino

57.5M

Median age: 27.3

50.5M

(17.8%)

(16.3%)

Not Hispanic

Not Hispanic

(82.2%)

(83.7%)

265.7M

258.3M

Median age: 40.4

Median age: 39.6

Source: Census Bureau (Annual Estimates of the Resident Population by Sex, Age, Race and Hispanic Origin for the United States and States: April 1, 2010, to July 1, 2016. Release date: June 2017). 2016 = estimate for July 1, 2016. 2010 = Census (April 1, 2010). Numbers rounded. More info: census.gov.

DISCRETIONARY SPENDING IN 2016 Dollars in billions by region and designated market area. Region/designated market area Northeast

Hispanic mean discretionary spending $21.0

Hispanic percent of total 6.3%

Total U.S. spending

Non-Hispanic spending

$333.9

$312.9

Midwest

15.6

3.7

423.4

407.8

South

77.8

10.9

710.3

632.6

West

71.6

14.7

488.5

416.9

Boston

0.9

2.2

42.4

41.5

Chicago

7.1

12.6

56.2

49.1

Dallas

7.3

17.0

43.0

35.7

Houston

7.5

23.5

31.8

24.3

Los Angeles

24.0

22.0

109.1

85.1

Miami

14.9

43.8

34.0

19.1

New York

16.9

12.9

130.3

113.4

8.0

28.7

27.9

19.9

12.0

15.8

76.4

64.4

$1,956.1

$1,770.2

San Antonio San Francisco

Total U.S.

$185.9

9.5%

Source: Simmons Research (simmonsresearch.com). Data based on Simmons National Hispanic Consumer Study, Winter 2017, for the dates of Jan. 26, 2016, through March 1, 2017. Dollars in billions. Table shows amount and proportion of nation’s total discretionary spending contributed by Hispanics and their household by region and market, 2016. Discretionary purchases include household spending on items such as tobacco, alcohol, education, reading, personal care, apparel, dining out, donations, household furniture and numerous forms of entertainment. 22 | August 21, 2017

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DEMOGRAPHICS

HISPANIC 2 016 U.S. POPULATION BY AGE GROUP More than half (51.6%) of Hispanics are below age 30.

U.S. HISPANIC POPULATION IN 2016 IN MILLIONS BY AGE 6

5

4

3

2

1

Under 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ AGE GROUP AS PERCENT OF HISPANIC POPULATION IN 2016

Under 5

25.8%

5-9

25.8%

10-14

24.4%

15-19

22.7%

40-44

4.4 7.5

20.1%

55-59

11.5%

30-34

9.9%

65-69

8.5%

70-74

8.2%

75-79

8.0%

80-84

7.7%

Under 5 5-9 10-14 15-19 20-24 25-29

25-29

7.8

14.3%

8.0

45-49

17.1%

50-54

85+

5.4

20.7%

6.2

35-39

9.0

6.9

20.4%

1.2

8.3

30-34

2.5 1.7

8.7

20.1%

60-64

3.4

21.5%

25-29

0.8 0.8

-59

9.2

20-24

85+ Under 5 55

HISPANICS AS PERCENT OF U.S. POPULATION IN 2016

8.4

0

30-34 35-39 40-44 45-49 50-54 55-59

60-64 65-69 70-74 75-79 80-84 85+

7.0%

Source: Census Bureau (Annual Estimates of the Resident Population by Sex, Age, Race and Hispanic Origin for the United States and States: April 1, 2010, to July 1, 2016. Release date: June 2017). 2016 = estimate for July 1, 2016. Numbers rounded. More info: census.gov. ADVERTISING AGE

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Agencies

The Alma team made many trips to the stage to collect 10 Cannes Lions for the Netflix “Narcos” campaign.

HISPANIC AGENCY WINNERS This year’s blockbuster creative work by a U.S. Hispanic agency plays on the Spanish language, but wasn’t created for a Latino audience. Miami-based Alma scored with a campaign to promote the Netflix series “Narcos” about drug lord Pablo Escobar. The work included “Spanish Lessons,” in which the lead actors taught their most-used Spanish expressions, starting with Escobar’s own favorite, Coma mierda. In a record performance by U.S. Hispanic agencies, seven shops won 20 Lions at the 2017 Cannes Lions International Festival of Creativity. Half of those awards went to Alma, for its Netflix work. (Before that, the U.S. Hispanic market’s best Lions haul was in 2015, with 18 prizes). At the 2017 Wave Festival for Latin America, organized by an Ad Age partner, Meio & Mensagem, with Ad Age’s participation, Alma and New York shop We Believers were the second and third most-awarded agencies, in the 24 | AUGUST 21, 2017

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best showing yet for the U.S. Hispanic market at the Wave. At the annual U.S.H. Idea Awards, organized by Circulo Creativo for the U.S. Hispanic market last October, the five best ideas were all driven by a sense of responsibility, from environmentally friendly beer packaging to Sprint’s anti-distracted driving emoji installation. The ranking of the five best ideas included big winners from other award shows, with We Believers’ “Edible Six-Pack Rings” in first place, followed by The Community’s whimsical work for Buenos Aires’ city bike program and Alma’s “The Last Emoji” for Sprint. Hispanic creative is increasingly recognized around the world. For the second year in a row at the Cannes Lions festival, U.S. Hispanic was the second most-awarded Spanish-language market in the Americas, after Argentina. Here’s a look at some of the most-awarded U.S. Hispanic creative work from the last year.

COURTESY CANNES LIONS

How they did at Cannes and other creative contests

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Delivering on the promise of Maximum Return on Cultural Intelligence.

lopeznegrete.com

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ALMA

When Alma employees spotted people joking online about learning Spanish from Netflix drama “Narcos,” that insight drove the Omnicom Group agency’s social media campaign to promote season two: Spanish lessons from drug lord Pablo Escobar. During the show’s filming, a separate Alma crew shot footage in which the lead actors phonetically taught Spanish, starting with Ko.ma’ mierda. “Spanish Lessions” and “Episode Leak,” a pretend-leak of an upcoming “Narcos” episode, became both social media and award show favorites this year. And there is talk of creating more sculptures to expand the reach of Sprint’s popular “The Last Emoji” installation in Miami, fashioned from a crashed car next to the message “DN’T TXT & DRIVE.”

WE BELIEVERS

The New York shop keeps coming up with big ideas executed on a small budget for Volvo. This year’s effort: “Volvo Survivor Sales Agents.” The agency’s insight was that car buyers prioritize superficial features over safety until they experience a serious crash. So We Believers recruited people who had survived major car accidents to staff a Volvo stand, and talk with prospective car buyers about their life-changing experience. “Let me show you the Volvo that saved my life,” was a compelling pitch. We Believers scooped up more awards, including a Grand Prix and four other prizes at the Wave festival for last year’s blockbuster “Edible Six-Pack Rings” that replace the plastic rings on beer six-packs that are often discarded in the ocean and harm wildlife. Look for “Edible Six-Pack Rings,” which won four Cannes Lions in 2016, to return to the festival in 2018 armed with data for the Creativeness Effectiveness category, which awards previous creative winners that can prove their efforts worked. The Miami-based Publicis Groupe agency created moving content for Converse with #LoQueSoy (#WhoIAm), a sympathetic look at artists, musicians and filmmakers who do boring day jobs to pursue their art, and also offered them some help from Converse. The Community also won awards for Buenos Aires’ successful city bike program. And don’t forget those bicycle helmets, the subject of a funny campaign for brain-protecting Nutcase Helmets that won at Cannes. 26 | AUGUST 21, 2017

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IMAGES COURTESY AGENCIES

THE COMMUNITY

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AGENCIES

LATINWORKS

Recognizing that 27% of Major League Baseball players are Hispanic, and that correct spelling of many of their names calls for accents and tildes, the Austin-based shop was inspired to add an accent to the MLB logo, and to players’ own names on the backs of their jerseys. Called “Ponle Acento” (“Put on the Accent”), the effort was a crowd pleaser at award shows and baseball games.

LAPIZ

The Chicago-based multicultural agency, part of Publicis’ Leo Burnett, consistently comes up with surprising, attention-grabbing ideas for the Mexico Tourism Board that make people in colder, rainier climates want to vacation in Mexico immediately. This year’s favorite: “Tequila Cloud.” Lapiz literally made it rain tequila by creating a “Tequila Cloud” at a contemporary art space in Berlin. It was condensed from a mist to a liquid form that dripped like rain clouds whenever it rained in Berlin. In other notable work, Omnicom’s Dieste and independent bookstore The Wild Detectives charmed with “Litbait,” the literary version of clickbait. Sensational descriptions of classic novels on social media lured people to click on the books’ full text. With “Hijacked Banner,” Saatchi & Saatchi Fallon’s Conill, owned by Publicis, tracked big sporting goods items people searched for online, then served them ads showing how well that tent or kayak fit in a Toyota Tacoma pickup. Independent shop Gallegos United’s “One Man Band” promoted a free two-week pass to binge on shows with a man decked out in noisy musical instruments to stop office workers from sharing spoilers.

AD AGE AWARDS

In Ad Age creative honors, Alma was our Multicultural Agency of the Year, and The Community was named to Ad Age’s A-List of the top 10 agencies in the U.S. The Hispanic creatives’ group Circulo Creativo elected a new president: Ciro Sarmiento, Dieste’s chief creative officer. Gustavo Lauria, co-founder and chief creative officer of New York shop We Believers, moved up to chairman of Circulo Creativo. —LAUREL WENTZ Alma’s “Spanish Lessons” and “Episode Leak” for Netflix’s “Narcos”; We Believers’ “Volvo Survivor Sales Agents”; The Community’s #LoQueSoy (#WhoIAm) for Converse; LatinWorks’ “Ponle Acento” for Major League Baseball; and the experiential “Tequila Cloud” by Lapiz for the Mexico Tourism Board. ADVERTISING AGE

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MASTER


50 LARGEST U.S. HISPANIC AGENCIES By U.S. revenue in 2016. Dollars in thousands.

#

Agency, parent or affiliation (network), headquarters

1

Alma*, Omnicom (DDB), Miami

Luis Miguel Messianu, CEO and creative chairman

2

Conill*, Publicis (Saatchi & Saatchi Fallon), El Segundo, Calif.

Carlos Martinez, president

35,000

3

Eventus, Advantage Solutions, Doral, Fla.

Debbie Aguiar, president

33,157

4

Dieste*, Omnicom, Dallas

Greg Knipp, CEO

26,100

5

The Community*, Publicis (SapientRazorfish), Miami

Luis Montero, president; José Mollá, co-chief creative officer; Joaquín Mollá, co-chief creative officer

25,064

6

Lopez Negrete Communications √, Houston

Alex López Negrete, president and CEO

24,749

7

LatinWorks* , Omnicom, Austin, Texas

Manny Flores, CEO and managing partner; Christy Kranik, chief client officer and partner; Alejandro Ruelas, CMO and managing partner

24,095

8

Gallegos United √, Huntington Beach, Calif.

Andrew Delbridge, co-president and chief strategy and engagement officer; Harvey Marco, co-president and chief creative officer; John Gallegos, CEO, United Collective

24,000

9

Casanova//McCann*, Interpublic (McCann), Costa Mesa, Calif.

Ingrid Otero-Smart, president and CEO

22,300

10

Bravo Group*, WPP (Young & Rubicam), Miami

Eric Hoyt, president and CEO

20,000

11

Zubi Advertising*, WPP (GTB), Coral Gables, Fla.

Joe Castro, executive VP; Tim Swies, executive VP

18,900

12

Epsilon, Alliance Data Systems Corp., Irving, Texas

Bryan Kennedy, CEO; Roberto Siewczynski, senior VP and group director

17,052

13

República √, Miami

Jorge A. Plasencia, co-founder, chairman and CEO

17,050

14

Richards/Lerma, Dallas

Pete Lerma, principal; Aldo Quevedo, principal and creative director

15,600

15

Lapiz*, Publicis (Leo Burnett), Chicago

Andrew Swinand, CEO, Leo Burnett North America

15,590

16

PM3 √, Atlanta

Ricky Echegaray, partner; Eduardo Pérez, partner

13,200

17

Marca Miami √, Eastport Holdings, Coconut Grove, Fla.

Tony Nieves, president

11,549

18

De la Cruz Group √, Guaynabo, Puerto Rico

René de la Cruz Vila, chairman and CEO

10,980

19

Interlex Communications , San Antonio

Rudy Ruiz, CEO; Heather Ruiz, chief creative officer

10,600

20

Walton Isaacson √, Culver City, Calif.

Cory Isaacson, partner; Aaron Walton, partner

10,560

21

D Expósito & Partners , New York

Daisy Expósito-Ulla, chairman and CEO

9,661

22

Castells & Asociados, Los Angeles

Liz Castells-Heard, president and CEO

8,315

23

Axis Agency*, Interpublic, Los Angeles

Armando Azarloza, president and CEO

8,210

24

Acento Advertising √, Santa Monica, Calif.

Roberto Orci, president and CEO

8,085

√

√

√

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2016 revenue1

Key executives

$36,271

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AGENCIES

#

Agency, parent or affiliation (network), headquarters

Key executives

25

Cárdenas Marketing Network √, Chicago

Henry Cárdenas, CEO and president

26

Marketing Arm*, Omnicom, Dallas

Ray Clark, founder and co-CEO; Dan Belmont, co-CEO

7,880

27

Orcí √, Santa Monica, Calif.

Andrew Orcí, CEO and president

7,430

28

M8 , Miami

John Santiago, CEO

7,100

29

Lopito Ileana & Howie , Guaynabo, Puerto Rico

Carlos J. Rodriguez, president

7,045

30

Wing*, WPP (Grey), New York

Michael Houston, global president, Grey; Sandra Alfaro, managing director, Wing

6,849

31

Octagon*, Interpublic, Norwalk, Conn.

Rick Dudley, chairman and CEO

6,392

32

We Believers, New York

Marco Vega, co-founder and chief strategy officer; Gustavo Lauria, co-founder and chief creative officer

6,100

33

Catapult, Alliance Data Systems Corp. (Epsilon), Westport, Conn.

Paul Kramer, CEO

5,735

34

Pinta √, Miami Beach, Fla.

Mike Valdés-Fauli, president and CEO

5,227

35

Integer Group*, Omnicom (TBWA), Lakewood, Colo.

Mike Sweeney, CEO

4,087

36

McGarryBowen*, Dentsu (Dentsu Aegis Network), New York

Simon Pearce, CEO, U.S.

3,800

37

ICF Olson, ICF, Minneapolis

Sudhakar Kesavan, chairman and CEO, ICF

3,700

38

Sensis , Los Angeles

José Villa, president

3,681

39

Hispanic Group* , Miami

José Luis Valderrama, president and CEO

3,210

40

Moroch , Dallas

Rob Boswell, CEO

2,282

41

FPO Marketing, San Antonio

Francis Wearden, managing partner

2,000

41

SMG (Shopper Marketing Group) √, Porter Ranch, Calif.

Mario Echevarría, CEO and managing partner

2,000

41

Tombras Group, Knoxville, Tenn.

Charles Tombras, president

2,000

44

22squared, Atlanta

Richard Ward, CEO and chairman

1,954

45

Sanders/Wingo √, El Paso, Texas

Leslie E. Wingo, president and CEO

1,794

46

O’Keefe Reinhard & Paul, Chicago

Tom O'Keefe, founder and CEO; Matt Reinhard, founder and chief creative officer; Nick Paul, founder and president

1,760

47

San Jose Group √, Chicago

George L. San Jose, president and chief creative officer

1,735

48

Muse √, Culver City, Calif.

Jo Muse, CEO

1,665

49

David & Goliath, El Segundo, Calif.

David Angelo, founder and chairman

1,600

50

Elemento L2 √, Chicago

Marco López, executive VP and partner; Ivan López, managing director and partner

1,300

√

√

√

√

√

2016 vs. 2015 % change for report’s 77 units with Hispanic-American revenue

2016 revenue1 $7,911

2.4%

Source: Data are from Ad Age’s 73rd annual Agency Report (May 1, 2017). To appear in Ad Age’s Agency Report 2018, fill out the questionnaire that can be found at AdAge.com/arq. *Figures are Ad Age estimates. A check mark denotes agency reported minority-owned certification by city, state or organization. 1. Agencies are ranked by 100% of U.S. revenue unless Hispanic activities are less than 75% of revenue, in which case they are ranked at that percent of revenue. ADVERTISING AGE

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AGENCIES

LARGEST U.S. HISPANIC MEDIA AGENCIES AND AGENCY GROUPS Agencies and agency groups with more than $2.5 million in estimated 2016 U.S. revenue from Hispanic media activities. Dollars in millions.

#

Agency or agency group, parent or affiliation, headquarters

2016 revenue

Key executives

1

Publicis Media Multicultural*, Publicis (Publicis Media), New York

Lisa Torres, president

2

GroupM Multicultural, WPP (GroupM), New York

Gonzalo Del Fa, president

50.2

• MEC Multicultural, WPP (GroupM Multicultural, MEC), New York

Vilma Vale-Brennan, managing partner, multicultural lead

25.2

• Mindshare Multicultural, WPP (GroupM Multicultural, Mindshare), New York

Mike Torres, managing partner, multicultural lead

12.3

• MediaCom Multicultural, WPP (GroupM Multicultural, MediaCom), New York

Ronald Méndez, managing partner, multicultural lead

9.4

• Maxus Multicultural, WPP (GroupM Multicultural, Maxus), New York

Open position

3.4

3

OMD Multicultural, Omnicom (OMD), Chicago

Ana Crandell, group account director

12.5

4

Horizon Media, New York/Los Angeles

Karina Dobarro, VP-managing director, multicultural brand strategy

11.6

5

Zubi Advertising, WPP (GTB), Coral Gables, Fla.

Isabella Sanchez, VP-media integration

7.5

6

Conill, Publicis (Saatchi & Saatchi Fallon), El Segundo, Calif.

Diana Stumvoll, VP-media director

7.0

7

Casanova//McCann, Interpublic (McCann), Costa Mesa, Calif.

Roxane Garzon and Diana Sheehan, media directors

5.1

8

Lopez Negrete Communications, Houston

Colette Peterson, group managing director of media strategy

4.0

9

LatinWorks Media, Omnicom (LatinWorks) (49%), Austin, Texas

Chloe King, director-media investment; Nicole Arena, director-media strategy

3.7

10

M8, Miami

Jonatan Zinger, VP-media insights

2.8

11

Acento Advertising, Santa Monica, Calif.

Tony Aguilar-Arellano, partner and chief integration officer

2.6

$65.3

Source: Ad Age Datacenter. Revenue figures are Ad Age Datacenter estimates based on data collected for Agency Report 2017 (May 1, 2017) and additional data collected in July and August 2017. Numbers are rounded. *Publicis Groupe in 2016 consolidated three multicultural practices – MV42, Tapestry and ZO Multicultural – under newly formed Publicis Media.

© Copyright 2017 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, non-commercial use only, which must be in accordance with Ad Age’s Terms and Conditions at AdAge.com/terms. Archiving, reproduction, re-distribution or other uses are prohibited. For licensing arrangements, please contact [email protected]. 30 | August 21, 2017

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