The soda wars continue—and it’s all good news for Hispanic print. 2007 was a year of strong growth in the soft drink category. Overall spending increased from about 665,000 in ’06 to 1,055,000 in ’07, an increase of almost 60%.
Of course, the biggest players were Coke and Pepsi. Magazines were the preferred venue for the increased advertising, with Vista grabbing the lion’s share of spending, TV y Novelas EEUU trailing close behind, and Vanidades (US edition) a close third. Interesting to note is that the top three spots were all different from the previous year.
Top Three Print Venues for Soft Drink Advertising | |||
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| 2006 | 2007 |
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| El Nuevo Dia | Vista |
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| El Nuevo Herald | TV y Novelas |
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| Mundo LA | Vanidades |
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As good a year as 2007 was, 2008 looks to be even better: The 2008 Olympics will undoubtedly have a positive effect, as will the FIFA World Cup, both events having drawn substantial soft drink investment in the past.
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 [email protected].
