Auto-insurance, on the back of the big OEM’s

National advertising campaigns by automotive brands (OEM, plus accessories providers) in Hispanic newspapers amounted to $9.77 million in 2005, according to Portada® Ad-tracking. The automotive industry is increasingly putting its sights on Hispanics, and it makes sense for auto insurers to do the same. The figures these companies are investing in Hispanic newspapers are very low, but growing. The auto insurance industry invested just $547,000 advertising in Hispanic newspapers in 2005. That amounts to only 0.73% of total national advertising expenditures in Hispanic newspapers in 2006.

It is important to note that these are national campaigns and that this figure does not capture advertising by local dealerships.                          

Hispanic car owners in Chicago (see table with ranking by DMA) were the most targeted by auto insurance companies in 2006. Hoy-Chicago was the main beneficiary of this trend (see table with ranking by Newspaper).

Allstate was the main insurance company promoting its auto insurance product to Hispanic newspaper readers, followed by State Farm and American Family Insurance (see box with ranking by Insurance Company).

What these auto insurance companies spent in Hispanic newspapers (the total figure for insurance advertising in Hispanic newspapers, including autoinsurance, was $864,000) is a tiny drop in the ocean of their overall advertising. Total advertising volume by insurance companies amounted to $2.894 billion, of which $288 million were used for newspaper advertising, according to data tracked by TNS Media Intelligence.

Allstate spent $394 million in advertising in 2005, while State Farm spent $449.2 million. Nationwide and American Family Insurance have a more regional, as opposed to a national, footprint. They were not among the 100 National Advertisers in 2005, according to the list published by Advertising Age.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Why More Brands are Investing in MLS Jersey Sponsorships

Why More Brands are Investing in MLS Jersey Sponsorships

More brands like AmFam, Valspar, Target, Etihad Airways, Acura, and Bimbo decide to be on the MLS team’s jerseys, and sponsorships will keep growing.


SOUNDING OFF-The USHCC 2017 National Convention: Driving America’s Business Future

SOUNDING OFF-The USHCC 2017 National Convention: Driving America’s Business Future

Each fall, the USHCC hosts the country’s largest gathering of Hispanic business leaders: The USHCC National Convention. The Convention is held every year in a city that embodies the American entrepreneurial spirit and supports a thriving small business community.


How Facebook is Cornering the Video Ad Market, also in Mexico

How Facebook is Cornering the Video Ad Market, also in Mexico

With more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, the social media giant is boosting revenue at a faster pace than expected. An important part  of Facebook's efforts and investments are going into the creation of a major video advertising platform.