Ad-Tracking: Is T-Mobile’s Acquisition of SunCom going to Impact Hispanic Newspaper Advertising?

European telecoms carrier Deutsche Telekom, owner of T-Mobile announced yesterday that it will acquire SunCom Wireless Holdings for $2.4 billion in cash and assumed debt. The deal will help fill out T-Mobile’s wireless coverage in five southeastern states including the Carolinas, Georgia, Tennessee, along with Puerto Rico and the U.S. Virgin Islands. More than 1.1 million SunCom customers will be served under the T-Mobile brand.

Hispanic Newspapers in these regions (see them in bold in Table 1 and 2 below) may be affected by the consolidation of advertising budgets. This decision will be influenced by Conill Advertising, T-Mobile’s Hispanic advertising agency of record.

T-Mobile invested just over $800,000 in Hispanic newspapers last year (this figure excludes local dealership advertising, which, presumably is a larger figure than national branded advertising). SunCom invested $1.67 million in national advertising in Hispanic newspapers last year and, during the first half of 2007, was among the top 3 wireless national wireless advertisers in Hispanic newspapers. 

Table 1: T-Mobile National ROP Advertising   
(Top 10 Hispanic Newspapers in 2006)

1. LA VOZ DE PHOENIX

2. LA OPINION (Los Angeles)

3. HOY CHICAGO

4. EL NUEVO HERALD (Miami)

5. AL DIA (Dallas)

6. DIARIO  LA ESTRELLA (Dallas/Ft. Worth)

7. LA PRENSA (New York)

8. RUMBO DEL VALLE  (Mc Allen - Texas)

9. ATLANTA LATINO

10. LA SEMANA (Houston)

Source: Portada Ad-Tracking

Table 2: SunCom National ROP Advertising
(Top 10 Hispanic Newspapers, 2006)

1. EL VOCERO DE PUERTO RICO

2. VIDA LATINA (GA)

3. QUE PASA PIEDMONT (NC)

4. CARIBBEAN BUSINESS (Puerto Rico)

5. EL NUEVO DIA (Puerto Rico)

6. VIDA ACTUAL (Puerto Rico)

7. HORA HISPANA (New York)

8. LA CONEXION, INC (Raleigh, NC)

9. EL PROGRESO HISPANO (Charlotte, NC)

10. IMAGEN (Puerto Rico)

For absolute dollar levels year on year growth comparisons and YTD 2007 data, call Annette Fielman at (516) 396-0179 or e-mail annette@portada-online.com

Related Articles:

May 22, 2007:
Top Five Wireless Providers More than 80% of all 2006 National Wireless ROP

April 16, 2007: Verizon Biggest National Advertiser in Hispanic Newspapers during 2006


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