With US $27.5 million in expenditures during the March 2003-February 2004 period, the automotive category boasted the highest advertising sales in U.S. magazines targeting Spanish-speaking audiences, according to research by HispanicMagazine-Monitor. And there is still room for more growth in this category. This is reflected by the fact that automotive had the highest annual growth rate (+ 83.7%) of the top ten ad-categories. General Motors and Ford Motor were responsible for more than 50% of the overall ad sales in the category. However, in terms of individual brands, Toyota Sienna advertised the most, spending nearly US $2 million, followed by Pontiac “Grand AM SE2/Vibe GT/Sunfire,” Ford F-150, Chevy Silverado and Ford Explorer.
People en español got the majority of automotive ad dollars, followed by Hispanic>Business and Hispanic Magazine. An index developed by HispanicMagazineMonitor shows that men skewing magazines (Hispanic>Business, Hispanic>Magazine, Automundo) index higher than 100. In other words, these magazines have a higher share of total automotive ad sales than their share of overall ad revenues (all categories) in the Hispanic magazine advertising market. On the other hand, magazines read mostly by women (Latina, Ser Padres, Vanidades) index below 100.