During the first half of 2005, automotive advertising in Hispanic magazines increased by 24.4% to US$ 13.6 million compared to the first half of 2004 (US $10.93 million).
Carlos Pelay, president of Media Economics, the publisher of HispanicMagazineMonitor, notes that “data seems to indicate that the auto sector is actually doing better than average; overall (across all categories) ad pages are up by 6.5% and estimated ad dollars are up by 20.8%.”
According to the table below, General Motors leads the pack with ad expenditures of US$ 4.15 million, an increase of 17% compared to the same period of last year.
Company |
2003 |
2004 |
2005 |
% Change '05 |
General Motors Corporation |
$2,145,451 |
$3,545,137 |
$4,148,578 |
17% |
DaimlerChrysler Corporation |
$1,430,927 |
$1,223,300 |
$2,043,456 |
67% |
Ford Motor Company |
$2,932,039 |
$1,557,448 |
$1,855,681 |
19% |
Toyota Motor Sales, USA |
$1,952,509 |
$1,626,089 |
$1,675,575 |
3% |
Hyundai Motor America |
$139,251 |
$209,217 |
$907,823 |
334% |
American Honda Motor Co. |
$425,072 |
$481,557 |
$723,009 |
50% |
Nissan North America, Inc. |
$457,579 |
$241,525 |
$565,813 |
134% |
Volvo Cars of North America, LLC |
$128,441 |
$411,186 |
$329,934 |
-20% |
BMW of North America, LLC |
$7,981 |
$198,237 |
$260,967 |
32% |
Land Rover North America |
$114,725 |
$298,629 |
$251,857 |
-16% |
Mercedes-Benz USA, LLC |
$10,998 |
$11,330 |
$218,498 |
1828% |
Saturn Corporation |
$0 |
$232,240 |
$177,680 |
-23% |
American Suzuki Motor Corporation |
$0 |
$102,236 |
$173,571 |
70% |
Volkswagen AG |
$326,909 |
$486,100 |
$125,910 |
-74% |
Mazda Motor Corporation |
$169,116 |
$195,788 |
$43,895 |
-78% |
Mitsubishi Motor Sales of America, Inc. |
$69,069 |
$151,320 |
$28,726 |
-81% |
Subaru of America, Inc. |
$0 |
$0 |
$14,740 |
na |
Audi AG |
$24,985 |
$2,500 |
$10,200 |
308% |
BMW Latin America |
$51,700 |
$0 |
$0 |
na |
Honda de Mexico |
$0 |
$0 |
$0 |
na |
Kia Motors America, Inc. |
$62,875 |
$0 |
$0 |
na |
Porsche Cars North America, Inc. |
$4,000 |
$0 |
$0 |
na |
Totals: |
$10,453,627 |
$10,973,839 |
$13,555,913 |
24% |
Source: HispanicMagazineMonitor, a service of Media Economics Group, (c) 2003-2005
Other findings of the HispanicMagazineMonitor are:
-
Most of the major companies are actually up strongly this year with the notable exception of Toyota, whose spending has only increased by 3% this year.
- Ford is up 19% this year but is still down compared to spending in 2003. Ford was the leader in ad spending in 2003 but has slipped to third this year.
- GM is – by far – the leader in this category outspending #2 DaimlerChrysler by a factor of two.
- There have been sharp increases this year by Hyundai, Nissan, and Mercedes. Hyundai, especially, has increased its spending from $209k in the first half of last year to $907k this year. Most of Hyundai's spending this year has been for two brands: the Sonata ($472k) and the Elantra ($364k).
Newspapers: Car dealership driven
According to data released by TNS/Media Intelligence, during the first five months of 2005, automotive brands increased their advertising expenditure in Spanish-language newspapers by 12.1%. Car dealerships, who want to increase traffic to their stores, are the main automotive advertisers in newspapers, while corporate/brand advertising tends to invest more in national magazines. Advertising by local dealerships can be very volatile. The availability of car salesmen who speak Spanish is a determinant factor to see whether advertisers invest in print. Interestingly, (brand) advertising at the corporate level had a very high growth rate during the first five months of 2005 (Daimler Chrysler +301%, General Motors +240%). Needless to say these increases came from a very low base.
Company |
Jan 2005- May 2005 (In US$) |
January 2004- May 2004 (In US $) |
Change |
Ford (local dealerships) |
2,114 |
1,968 |
7.41% |
General Motors (local dealerships) |
1,402 |
2,026 |
-30.82% |
Daimler Chrysler (local dealerships) |
1,313 |
1,085 |
20.99% |
General Motors (corporate) |
1,093 |
322 |
239.77% |
Nissan Motor (local dealerships) |
1,000 |
660 |
51.47% |
Ford Motor (misc. dollars assigned) |
928 |
369 |
151.52% |
Honda Motor (local dealerships) |
556 |
497 |
11.74% |
Daimler Chrysler (corporate) |
505 |
126 |
301.67% |
Daimler Chrysler (misc. dollars assigned) |
387 |
396 |
-2.40% |
Toyota Motor (local dealerships) |
367 |
476 |
-22.92% |
Ford Motor (corporate) |
347 |
264 |
31.37% |
General Motors (misc. dollars assigned) |
301 |
322 |
-6.62% |
Mazda Motors (local dealerships) |
249 |
725 |
-65.73% |
Nissan Motor (corporate) |
226 |
310 |
-27.03% |
Hiunday (local dealerships) |
225 |
428 |
-47.57% |
Mitsubishi (misc. dollars assigned) |
155 |
NA |
|
Mitsubishi (local dealerships) |
147 |
66 |
123.18% |
Suzuki (local dealerships) |
88 |
233 |
-62.07% |
BMW (local dealerships) |
77 |
24 |
217.43% |
Fuji Heavy Industries (local dealerships) |
75 |
8 |
864.10% |
Total |
11,553 |
10,306 |
12.10% |
Source: TNS Media Intelligence