Automotive: Hardest Hit
Without a doubt the hardest hit category: General Motors advertising activity “is as good as dead”, several insiders tell Portada. Chrysler also has very little activity. However, Ford is still planning to have significant activity this year around new car launches.
Infinity, the luxury car division of Japanese automaker Nissan is betting on direct response online advertising (see related published on Portada-online.com). While these brands do very little print, they do have a significant online advertising presence (which is also the case of Toyota, handled by Conill out of Torrance, CA). Volkswagen is also advertising. On one hand through its Hispanic agency Mediaedge and online through Mediacontacts (a Havas owned digital advertising agency).
Telecom: Competition drives advertising
In Telecommunications, the competition between AT&T and Verizon, and to a lesser degree Sprint and T-Mobile is the cause for a continued expansion of Advertising by Telcos, particularly in the Hispanic market. A strong example of this is the recent Metro PCS campaign in the North East which included substantial buys in Hispanic publications (such as Impremedia´s Diario La Prensa). Moxie Interactive, Verizons´Interactive Agency is also very active in the Hispanic online advertising market.
Retailers: A Diverse picture
Many retailers have undoubtedly been hit very hard by the recent slump in consumer spending. Particularly hard hit has been the home improvement category, which among other victims has recently origined the cease in publication of the magazine Casa y Hogar.
However, some retailers are very active including companies like BestBuy. BestBuy is actively pursuing the Hispanic market across multiple channels in 2009, in spite of, or perhaps because of the suffering economy. “We are really proud of our role as market leader in being able to offer Hispanics and specifically Spanish preferring Hispanics an end to end robust Spanish language shopping experience across our online channel, phone channel and in our stores,” Hispanic Initiatives Site Manager Ana Grace tells Portada. (see this related article recently published by Portada).
In addition, Sears is also active, particularly online, through its Media Contacts interactive agency (a unit of the Havas group).
Next week Insurance, Fast Food Chains and more…