Santiago Solutions Group

Hispanic Marketing Investment Trends 2009 – AHAA

Since 2002, the Association of Hispanic Advertising Agencies (AHAA) has been tracking Hispanic advertising investment practices of the top 500  advertisers. This year, with the help of analysis provided by Santiago ROI, data provided by Nielsen Media Research Company and the verification of the Advertising Research Foundation (ARF), AHAA presents members with a snapshot of how companies and business categories are allocating and spending their advertising dollars in the Hispanic market.

The study is particularly important this year as it comes at a time of serious and challenging economic conditions. Not surprisingly, we see that some companies are maintaining their leadership spending in the Hispanic market, while others have reduced their investment levels. Keep in mind that this study only provides actual investments in Hispanic print, radio and television measured by Nielsen Media Research Company against a national context. AHAA recognizes that spending above-the-line is not the only strategy being implemented by advertisers and that this is not necessarily a measure of
effectiveness. However, the purpose of the study is to facilitate discussions and recommendations from Hispanic-specialized agencies around additional resource allocations. The major findings from this year’s study indicate that in 2007, Hispanic investment spending showed growth over 2006 and while allocations decreased in 2008, some advertisers increased their allocations despite the recession in 10 categories. Coupling measured media spending with below-the-line strategies, which AHAA will be analyzing in the spring 2010 installment of this report, the Hispanic marketing and advertising industry remains strong. New categories have entered the marketplace and advertisers are placing greater value on the bottom-line growth
opportunities that exist in the Hispanic market. As advertisers explore the benefits of connecting with these brand-loyal consumers, AHAA agencies are positioned uniquely to help companies clearly understand the market potential and subsequent investment based on their objectives.

AHAA will be providing additional context and analysis around the spending trends from 2006-2009. This data is provided as an exclusive member benefit from AHAA and as the Hispanic market continues to grow and evolve, AHAA is committed to providing members the tools to build their businesses and increase investments in the Hispanic market. If you have any questions or would like additional information, please contact AHAA, www.ahaa.org or 703-610-9014