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August 20, 2001
Advertica.com Inc.
LatinWebMonitor, a company that
monitors online ad activity in Latin America and U.S. Hispanic
markets, found in its latest report that traditional advertisers
marketing consumer brands and services are dominating the major
Hispanic sites and portals throughout the United States and Puerto
Rico.
According to the company's HispanicWebMonitor Report, just 10% of
active advertisers on major U.S. Hispanic sites in July were "dot-coms,"
while the balance were in automotive, consumer goods, financial
services, telecommunications, and other categories.
Research director Carlos Pelay comments, "Despite the well-publicized
difficulties of the online sector, our July data show that
traditional advertisers increasingly view Hispanic online sites as
an important channel for marketing their consumer brands to the
Hispanic market."
According to the HispanicWebMonitor Report, the top brand/advertiser
categories for July (and % share among all active brands) were:
1. Consumer -- 15% (Always, Doritos, Just for Men, Pepsi, etc.)
2. Financial -- 11% (Aetna, BancoChase, Blue/American Express,
etc.)
3. Government/Nonprofits -- 10% (GoArmy, Navy, RedCross, USPS,
etc.)
4. Online media -- 10% (Casino on Net, Despegar, LaVox, PSN.com,
etc.)
5. Retailers -- 9% (Avon, Blockbuster, SearsTodoParaTi, etc.)
6. Telecom -- 9% (AT&T Global Espanol, CingularDilo, Verizon,
etc.)
7. Auto -- 8% (Chevy Si, General Motors, Honda, Nissan, etc.)
8. Traditional media -- 8% (DirecTV, Galavision, Jurassic Park,
etc)
9. Travel -- 6% (Greyhound, Mexico Aeroviajes, U.S. Airways, etc.)
10. Entertainment -- 6% (Houston Comets, LoMcximo/McDonald's,
etc.)
Other -- 10%.
LatinWebMonitor currently tracks all the major U.S. Hispanic
portals and sites, including El Nuevo Herald, El Sitio,
HispanicOnline, HispanicBusiness, LaMusica, LaOpinion, NetMio,
Starmedia, Terra, Yahoo en Espanol, Yupi-MSN, Univision, and Zonai
(in Puerto Rico), among others.
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