MCLEAN, Va. Advertisers last year allocated 5.4% of ad dollars to reach and connect with Hispanic consumers, an increase from 2008, according to the Association of Hispanic Advertising Agencies.
To benchmark investment and reallocation of ad dollars from non-Hispanic to Hispanic, AHAA recently issued the first Hispanic Marketing Investment Trends report analyzing trends over three years, 2006 through 2008. The report analyzes company and category changes in allocation and assigns the top 500 advertisers in the country to one of five spending tiers: Best-in-Class; Leader; Follower; Laggard; or Don't-Get-It.
In 2009, companies in the Best-In-Class tier increased their aggregate Hispanic spending an impressive 25% over 2008 compared with their non-Hispanic spending increase of only 11%. The number of companies in the Best-In-Class category, defined by their allocation of more than 11.8% of ad budgets to Hispanic media, increased from 32 to 40 last year with an average allocation of 21.4%. Such marketers included such companies as Groupe Danone, Colgate-Palmolive and Heineken.
"The reversal in allocation to the Hispanic market during the recent economic challenges is a clear indication that marketers are recognizing the value of the profitable Hispanic consumer segment," said Gisela Girard, AHAA chair "The Hispanic market, by sheer population and buying power alone, should be among the audiences considered by advertisers to increase market share and bottom-line profit. As the association representing the Hispanic marketing industry, we are pleased that trends indicate advertisers are placing greater confidence in the nearly $1 trillion in buying power of the more than 46 million U.S. Hispanics."