Marketing study on Hispanic segment

1. Hispanic Online Ad Spend Stays Positive
Most other media down!
Hispanic ad spending is down in all media but online and out-of-home, according to Myers Publishing.
The “Jack Myers Media Business Report” put Spanish-language online ad spending up 2% in 2009, while
total Hispanic ad spending is forecast to drop 11.2%. A slight rebound is projected for 2010, with 2.3%
growth.
US Hispanic-Language Advertising Spending Growth, by Media, 2009 (% change)
Network TV, which accounts for nearly one-half of the Hispanic ad spend, will be down 5.5% for the year.
Myers Publishing predicts Spanish-language advertising will not reach its 2008 peak of $4.25 billion again
until 2012, although its share of total US advertising continues to increase.
Spanish-language advertising spending was down 6.58% in the first six months of 2009, according to Ad
Age. TNS Media Intelligence reported that first-half 2009 Hispanic ad spending was down more than 20%
for the single biggest advertiser in the market, Procter & Gamble.

2. Hispanic Advertising Spending Growth Among the Top 10* US Companies, First half 2009 (% change**)
Outlays by Johnson & Johnson were also down by about one-fifth, but the rest of the advertisers in the
top 10 were increasing their spending on Spanish-language TV, magazine and newspaper ads year over
year.