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, publisher of HispanicMagazine Monitor, says 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 last year.
High growth rate from a low base
|
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% |
|
Totals: |
$10,453,627 |
$10,973,839 |
$13,555,913 |
24% |
Note: Top ten automotive advertisers in Hispanic magazines
Source: HispanicMagazineMonitor, a service of Media Economics Group, (c) 2003 2005
Newspapers: Car dealership driven
According to data released by TNS/Media Intelligence, during the first five months of 2005 automotive brands increased their advertising expenditures in Spanish-language newspapers by 12.1%. Car dealerships interested in increasing traffic to their storesare the main automotive advertisers in newspapers. Corporate/brand advertising tends to be concentrated in national magazines. Advertising by local dealerships can be volatile. The availability of car salesmen who speak Spanish often determines whether or not 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%). Of course, these increases came from a very low base.
Small spenders
|
Company |
Jan-May 2005 |
Jan-May 2004 |
Change |
|
Ford (local dealerships) |
2,114 |
1,968 |
7.41% |
|
General Motors (local dealerships) |
1,402 |
2,026 |
-30.82% |
|
DaimlerChrysler (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% |
|
DaimlerChrysler (corporate) |
505 |
126 |
301.67% |
|
DaimlerChrysler (misc. dollars assigned) |
387 |
396 |
-2.40% |
|
Toyota Motor (local dealerships) |
367 |
476 |
-22.92% |
|
Total (all brands) |
11,553 |
10,306 |
12.10% |
(US $)Note: Top ten automotive advertisers in Spanish-language newspapers
Source: TNS Media Intelligence
