Perhaps not surprisingly, the top advertising categories in Hispanic print are dominated by consumer sectors: personal care products (#1), beverages (#4), food products (#5), household supplies (#6), and apparel & accesories (#8) as well as automotive manufacturers (#2).  In fact, personal care products (20%) and auto manufacturers (13%)  alone account for one-third of all estimated spending.

The Pharmaceuticals and Drugs category does rank relatively high at third on the list but - given the dominance of personal care and automotive - only accounts for 6% of estimated Ad spending. 

Among the eight sub-categories that together comprise the Financial sector, only "Insurance Carriers & Agents" sneaks into the top 10.  Insurance advertisers account for 50% of the estimated total Financial Ad spending.   "Credit Card Issuers" and  "Banks/Depository Institutions" rank second and third, respectively, among the Financial subcategories.  Altogether, the Financial sector accounts for 5% of estimated total spending.   This would place  Financial fifth on the top ten list, just after Beverages.

Top Advertisers:

So who are the top advertisers in the Pharmaceutical and Financial sectors?

In the Financial Sector the top ten advertisers are:

State Farm Insurance is the leading financial advertiser with an estimated 22% share of Ad spending in Hispanic publications during the period - helping to explain why Insurance was the leading Financial subcategory as well.  In fact, of the top ten Financial advertisers, six are insurance entities.  Among credit-card issuers, Capital One is most active (#3), followed by American Express (#5), and MasterCard (#6).  Among Banks, only Bank of America (#9)  shows up in the top ten.  Other banks (not listed) which were active advertisers during the period include SunTrust (#11), Union Planters (#15), Banco Popular (#16), and Washington Mutual (#22), for example.

In the Pharmaceutical Sector, the top ten advertisers are:

The leading Pharmaceutical advertisers are GlaxoSmithKline (advertised brands include "Advair Diskus" and "Avandia"), Pfizer ("Benadryl", "Diflucan", "Viagra"), CIBA Vision ("Freshlook Color Contacts"), and Schering ("Clarinex").

Who's getting the Print Dollars?:

So where are these advertisers placing their Hispanic print advertising?

In terms of Financial industry dollars, Hispanic Business (37%) and Hispanic Magazine (25%) are getting the bulk of the dollars - together they get 62% of those dollars (see table below).  Much - although not all - of the advertising by financial companies in these two magazines is either business-to-business (e.g., American Express Small Business Services), or supplier/vendor diversity and/or recruitment.  The point is, even less consumer-oriented financial advertising is being purchased than even these modest estimates would suggest.

In the Pharmaceutical /Drugs category, the top ten Hispanic publications are:

People en Espanol and Selecciones lead the list of Hispanic publications in terms of share of Pharmaceutical Ad dollars.  Leading brands advertised in People en Espanol this year have included: Clarinex, Glucerna, Advil Liqui-Gels, One-A-Day Kids "Scooby-Doo!", and FreshLook Color Contacts.  Leading brand in Selecciones have included: Advair Diskus, Avandia, Glucerna, Glovance, Viagra, and Vicks.

Who's Advertising to Hispanics Online?:

Finally, what are these advertisers up to online?  Are they actively promoting their brands to Hispanics who are online visiting Hispanic sites and portals? 

The situation between these two categories in terms of online advertising is very different.  Very few pharmaceutical companies have been actively courting the Hispanic market online, possibly because the demographics of the sites' audiences (younger) are not perceived to be a good fit with their target demographics.

Some of the online pharmaceutical advertisers and campaigns that we have tracked this year include: Takeda Pharmaceuticals ("Actos" on Yahoo! en Espanol), Ortho Biotech ("Procrit" microsite on LaOpinion.com), Glaxo SmithKline ("OxyOxygen.com" on Netmio), and Pharmacia ("Rogaine" on Batanga.com).

In contrast, Financial sector advertisers had a considerably higher presence online on Hispanic portals and sites.  The table below lists the most active advertisers/campaigns.

Several of the online financial advertisers - State farm, Capital One, American Express, and MasterCard were also among the most active advertisers in Hispanic print.  Others - like Chase Manhattan (BancoChase), Citibank (C2it.com), Countrywide Home Loans, and Western Union - have a very active presence online acoss a variety of the top Hispanic sites and portals, but are not actively advertising in print (hint, hint) .

The importance of money-transfers from U.S. Hispanics to relatives in Latin America having been well documented, it is not surprising that two of the most active online advertisers operate money transfer businesses: C2it.com and WesternUnion.com (QuickDinero.com is another).

It is also interesting to note also that most of these advertisers have also developed Spanish-language versions of their sites (like StateFarm) or stand-alone sites for the Hispanic market (like BancoChase.com).  Countrywide has both a Spanish-language version of its site as well as a microsite hosted and heavily promoted on Univision Online.

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I hope you've found the above special report useful and informative.  In the very near future we will introduce a new competitive intelligence service at the advertiser category level which will provide detailed information on advertising activity for major categories (including Financial and Pharmaceuticals as well as Automotive and a handful of consumer categories) across both online and print.  If you would like more information about this service and/or would like to receive a free sample report as soon as the service is available, please let me know at Carlos@latinwebmonitor.com