Fast Food Investment Shaky in 2007

While it was Burger King that most substantially increased its investment in 2007, McDonald’s is still far and away the big-spender in the Hispanic market among other fast food restaurants. This year, its Hispanic ad-spend flirted with the million dollar mark. The company’s biggest single spends were in magazines: Vista and Hispanic Magazine; It increased its spend in El Vocero de Puerto Rico, while decreasing its Vista investment.

Meanwhile Wendy’s and KFC both decreased their spends compared to 2006, with KFC dropping their investment by over half. 

Brand

            2006 Investment

              2007 Investment

             % Change

McDonald's

$809,471

$951,452

17.50%

Burger King

$135,000

$183,000

35%

Wendy's

$177,000

$152,000

-14%

KFC

$468,000

$198,000

-58%


In terms of which print properties fast food chains favor, it varies, although El Vocero de Puerto Rico clearly had a big year in 2007, garnering the most investment from three of the top-four spenders. El Nuevo Dia was also ubiquitous in the restaurants’ media plans. 
 

 

 

    Top Three Spends

In Hispanic ROP

 

 

 

McDonald's

2006

2007

 

1. Vista

Vista

 

2. El Especialito

Hispanic Magazine

 

3. Selecciones

Selecciones

 

 

 

Burger King

1. El Nuevo Dia

El Vocero de Puerto Rico

 

2. El Vocero de Puerto Rico

 Fox Sports en Espanol

 

3. Primera Hora

 El Nuevo Herald

 

 

 

Wendy's

1. El Vocero de Puerto Rico

 El Vocero de Puerto Rico

 

 2. El Nuevo Dia

 Buena Vida

 

3. Caribbean Business

 Caribbean Business

 

 

 

KFC

1. El Vocero de Puerto Rico

 El Vocero de Puerto Rico

 

2. El Nuevo Dia

 El Nuevo Dia

 

3. Hora Hispana

 Hora Hispana

Source: Portada Ad-tracking

For absolute dollar levels as well as 2007 FSI activity, year-over-year growth comparisons and Q1 2007 data, call Marcos Baer at (212) 685-4441 or e-mail Marcos@portada-online.com.


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