Verizon Biggest National Advertiser in Hispanic Newspapers during 2006

During the Advertising Roundtable at the NAHP (National Association of Hispanic Publications) Annual Convention that took place last week in Scottsdale Arizona, Portada’s publisher, Marcos Baer, presented the following findings 

2006 National Hispanic Print Advertising

Data prepared by Portada Ad-tracking

 

 

 

 

 

 

 

Top 5 National Advertisers in Hispanic Newspapers (2006)

 

 

ROP

FSI

Total

 

Verizon

$6,966,442

$267,221

$7,233,663

 

Macy’s

$6,654,125

-

$6,654,125

 

Sears

$1,970,840

$3,221,191

$5,192,031

 

Cingular

$5,080,327

-

$5,080,327

 

Citibank

$3,875,660

$4,224

$3,879,884

 

Note: Branding Campaigns by National Advertisers (both ROP and FSI), local direct response campaigns are excluded (e.g. automotive dealerships and other franchises), Advertising expenditures measured at rate card).

 

 

 

 

 

 

Top 5 National Advertising Categories in Hispanic Newspapers

 

Retail*

$49,573,311

 

 

 

Telecommunications

$41,275,982

 

 

 

Automotive

$36,187,120

 

 

 

Financial

$29,800,350

 

 

 

Media

$14,494,701

 

 

 

* National Retail Advertising Subcategories in order of most to less revenue were: Big Box - Groceries, Apparel, Home Furnishings-Improvement, Others, Electronic Retailers, Automotive Products and Pharmacies

 

 

 

 

 

Top 5 National Advertisers in Retail Category

 

 

Macys

$6,654,125

 

 

 

Sears

$5,192,031

 

 

 

Home Depot

$3,801,177

 

 

 

Best Buy

$3,220,759

 

 

 

Publix

$2,789,958

 

 

 

 

 

 

 

 

Top 3 National Advertisers in Telecommunications Category

 

Verizon

$7,233,663

 

 

 

Cingular

$5,080,327

 

 

 

AT&T

$3,369,627

 

 

 

 

 

 

 

 

Top 3 National Advertisers in Automotive Category

 

 

General Motors

$3,862,644

 

 

 

Chrysler

$2,494,163

 

 

 

Ford

$1,615,029

 

 

 

 

 

 

 

 

Top 3 National Advertisers in Financial Category

 

 

Citibank

$3,879,884

 

 

 

Banco Popular

$3,167,769

 

 

 

Bank of America

$2,398,657

 

 

 

 

 

 

 

 

Top 3 National Advertisers in Media Category

 

 

Telemundo

$3,120,043

 

 

 

Univision

$2,453,360

 

 

 

Azteca America

$1,391,634

 

 

 

To access Portada’s Print Ad-tracking system and/or to get information about it, please click here.


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Portada Staff

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