Aug 21, 2017 - (part of IBM Corp.) 14,892. 42.1. 13.5 ..... promote the Net ix series âNarcosâ about drug lord Pablo
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
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INSIDE MARKETERS
Hispanic major-media spending
HISPANIC FACT PACK 2017
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,
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25 largest U.S. DMAs Social media
Additional copies: Order print copies at
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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
8/10/17 11:32 AM
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MASTER
HISPANIC FACT PACK 2017
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
HISPANIC FACT PACK 2017
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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HISPANIC FACT PACK 2017
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
8/10/17 11:25 AM
MARKETERS
LARGEST MARKETERS BY HISPANIC MEDIUM Companies ranked by U.S. measured-media spending (dollars in thousands).
BROADCAST NETWORK TV # Marketer 1
Procter & Gamble Co.
2
2016
MAGAZINE # Marketer
2016
$332,232
1
L’Oréal
Genomma Lab Internacional
291,775
2
Johnson & Johnson
9,319
3
Deutsche Telekom (T-Mobile US)
114,694
3
Mars Inc.
9,164
4
PayPal Holdings
109,436
4
Procter & Gamble Co.
7,612
5
Dish Network Corp.
106,649
5
Unilever
6,110
Top five ($ in millions)
$955
CABLE NETWORK TV # Marketer
$29,328
Top five ($ in millions)
$62
NEWSPAPER # Marketer
2016
$21,254
1
Target Corp.
$6,228
10,605
2
Macy’s
3,628
2016
1
Procter & Gamble Co.
2
Molson Coors Brewing Co.
3
AT&T
9,350
3
Kohl’s Corp.
3,349
4
Mars Inc.
7,499
4
Sears Holdings Corp.
3,328
5
State Farm Mutual Auto Ins. Co.
7,084
5
CVS Health Corp.
3,154
Top five ($ in millions)
$56
SPOT TV # Marketer 1
Charter Communications
2
Top five ($ in millions)
$20
SPOT RADIO 2016
# Marketer
2016
$49,488
1
Deutsche Telekom (T-Mobile US)
Comcast Corp.
43,457
2
AT&T
13,164
3
Nissan Motor Co.
40,536
3
Univision Holdings
10,273
4
Ford Motor Co.
20,732
4
SoftBank Group Corp. (Sprint Corp.)
9,943
5
Rooms To Go
18,216
5
McDonald’s Corp.
8,198
Top five ($ in millions)
$172
Top five ($ in millions)
$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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HISPANIC FACT PACK 2017
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
8/10/17 11:23 AM
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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HISPANIC FACT PACK 2017
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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HISPANIC FACT PACK 2017
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
Terra Networks - Telefónica
314
51.0
423
5
NBC Universal Hispanic Group
230
56.4
468
6
Musica.com
182
67.3
559
7
Vix (formerly Batanga Media sites)
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
Terra Networks - Telefónica
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
Vix (formerly Batanga Media sites)
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 FACT PACK 2017
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
HISPANIC FACT PACK 2017
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
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
HISPANIC FACT PACK 2017
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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ADVERTISING AGE
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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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8/10/17 11:10 AM
HISPANIC FACT PACK 2017
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.
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HISPANIC FACT PACK 2017
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
HISPANIC FACT PACK 2017
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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HISPANIC FACT PACK 2017
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
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