Statistics In Context

Latin America Leads in Advertising Growth...

Latin America was, by far, the region that most grew during the first half of 2010 compared to the same period of 2009, according to statistics by The Nielsen Company. The impressive growth rate of 44.5% was the result of Latin America's high economic growth, spurred by high commodity prices and overall sound macroeconomic policies. Advertising expenditures in Brazil leapt 50.2% and Mexico registered a 40% improvement.

...and the U.S. grows again, with Spanish TV on fire

In the U.S. the good news is that advertising expenditures overall are growing again, according to the Nielsen Company. Looking at ad spending across media types, U.S. television (network, cable, syndication, spot, Spanish Language network and Spanish Language cable) continue to dominate, accounting for $33.8 billion in advertising during the first half of 2010 (H12010), a 6% increase over last year. Spanish language network TV in particular saw the biggest gains, up 24% over H12009.

Print media overall (national and local magazines, newspapers, Sunday supplements and B2B) was flat, however, national Sunday supplements received a significant uptick with 21.5 percent growth over last year. National magazines were up 2.26%.

Where are Hispanics having Breakfast?

SOURCE: Scarborough Research NOTES: (1) 49% of Hispanic adults who ate at a fast food restaurant for breakfast during the past month dined at McDonald's
(2) Hispanics breakfast fast food diners are 6% more likely than all breakfast fast food diners nationally to have eaten at McDonald's for breakfast during the past month. Among fast food (or quick service) breakfast diners, 49 percent of Hispanic adults dined at the Golden Arches for breakfast in the past month. Starbucks (19 percent), Dunkin' Donuts (17 percent) and Burger King (15 percent) round out the top four national fast food chains for breakfast diners. Differences between the general market and the Hispanic market can be seen by looking at the following figures: Hispanics breakfast fast food diners are 6% more likely than all breakfast fast food diners nationally to have eaten at McDonald's for breakfast during the past month.Hispanics are 34% more likely than the general market to have eaten at Burger King, and 124% at Jack In The Box.


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