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 |
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Data prepared by Portada Ad-tracking |
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Top 5 National Advertisers in Hispanic Newspapers (2006) |
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ROP |
FSI |
Total |
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Verizon |
$6,966,442 |
$267,221 |
$7,233,663 |
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Macy’s |
$6,654,125 |
– |
$6,654,125 |
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Sears |
$1,970,840 |
$3,221,191 |
$5,192,031 |
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Cingular |
$5,080,327 |
– |
$5,080,327 |
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Citibank |
$3,875,660 |
$4,224 |
$3,879,884 |
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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). |
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Top 5 National Advertising Categories in Hispanic Newspapers |
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Retail* |
$49,573,311 |
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Telecommunications |
$41,275,982 |
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Automotive |
$36,187,120 |
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Financial |
$29,800,350 |
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Media |
$14,494,701 |
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* 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 |
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Top 5 National Advertisers in Retail Category |
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Macys |
$6,654,125 |
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Sears |
$5,192,031 |
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Home Depot |
$3,801,177 |
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Best Buy |
$3,220,759 |
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Publix |
$2,789,958 |
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Top 3 National Advertisers in Telecommunications Category |
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Verizon |
$7,233,663 |
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Cingular |
$5,080,327 |
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AT&T |
$3,369,627 |
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Top 3 National Advertisers in Automotive Category |
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General Motors |
$3,862,644 |
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Chrysler |
$2,494,163 |
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Ford |
$1,615,029 |
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Top 3 National Advertisers in Financial Category |
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Citibank |
$3,879,884 |
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Banco Popular |
$3,167,769 |
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Bank of America |
$2,398,657 |
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Top 3 National Advertisers in Media Category |
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Telemundo |
$3,120,043 |
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Univision |
$2,453,360 |
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Azteca America |
$1,391,634 |
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To access Portada’s Print Ad-tracking system and/or to get information about it, please click here.