need A Partner? Look No Further. - Advertising Agegaia.adage.com/images/bin/pdf/HispanicFactPack2017web.pdf · LookBook is the ﬁ rst directory of its kind designed to help marketers

AUGUST 21, 2017

14TH ANNUAL

52%Portion of U.S.

Hispanic populationbelow age 30

85%Percentage of Hispanic

internet users whouse Facebook

$9.6 billionU.S. Hispanic major-mediaad spending in 2016 for TV,

digital, newspaper, radio andmagazine, up 1.2%

$368 million2016 U.S. measured-mediaspending in Hispanic media

by No. 1 advertiserProcter & Gamble

FACT PACKHISPANIC

P001_AA_20170821_SUPP.indd 1 8/10/17 11:34 AM

LOOKBOOK is the fi rst directory of its kind designed to help marketers discover new solutions and partners. This resource provides a platform for companies to showcase their robust o� erings while incorporating featured content as covered by Advertising Age and Creativity. Visit adage.com/lookbook to dive into the complex eco-system of agencies, ad tech, media and production companies.

To get into the Ad Age LookBook, contact: Karla Jordan at [email protected] or 646-327-7344

AD TECHAd ExchangeCRMDMPDSPMarketing AutomationTools/Strategy

AGENCIESBranded ContentBtoBCreativeData/CRMDigitalMediaPR

MEDIA / PRODUCTIONBranded ContentCable & BroadcastDigital VideoGamingPrint & Digital Publishing

Production Companies Publisher Tools/StrategyRadio and Streaming AudioSocial Media

Juniper Jones Brand

Ad Age LookBook_Spread_12.19.16.indd All Pages 12/13/16 12:04 PM

NEED A PARTNER? LOOK NO FURTHER.

®







Juniper Jones Brand


8/8/17 4:59 PMAA013807.indd

LookBook is the fi rst directory of its kind designed to help marketers discover new solutions and partners. This resource provides a platform for companies to showcase their robust offerings while incorporating featured content as covered by Advertising Age and Creativity. Visit adage.com/lookbook to dive into the complex eco-system of agencies, ad tech, media and production companies. To get into the Ad Age LookBook, contact Karla Jordan at [email protected] or (212) 210-0168.NEED A PARTNER? LOOK NO FURTHER.







Juniper Jones Brand








Juniper Jones Brand








Juniper Jones Brand


8/8/17 5:00 PMAA013807.indd

4 | August 21, 2017 ADVERTISING AGE

HISPANIC FACT PACK 2017

INSIDEMARKETERSHispanic major-media spending 7- Spending by medium

50 largest spenders in Hispanic media 8- Companies ranked by U.S. measured-media spending

Largest marketers by Hispanic medium 9- Companies ranked in six media

MEDIALanguage preferences 10- For Hispanic adults

25 largest U.S. DMAs- By Hispanic TV households

Social media 11- Social networking, attitudes toward social media

Largest multiplatform digital properties 12- Among Hispanics and comScore’s Hispanic Ad Focus category

Largest digital properties 14- Sites, ad networks and mobile platforms

Hispanic TV viewership 18- Broadcast TV networks, cable TV networks and prime-time programs ranked by Hispanic persons ages 2 and up

Hispanic print and radio 19- Selected magazines, radio stations and newspapers

Media use and consumer behavior 20- Cellphone use while shopping, purchases via device, time spent using media and smartphone user activities

DEMOGRAPHICSPopulation 22- U.S. population totals and Hispanic discretionary spending

Population by age 23- Hispanics as percent of U.S. population

AGENCIESHispanic agency winners 24- See the best creative ideas

50 largest Hispanic agencies in 2016 28- By U.S. revenue from Hispanic activities

Largest U.S. Hispanic media agencies in 2016 30- By estimated U.S. revenue from Hispanic media activities

HISPANIC FACT PACK 2017 was produced by Ad Age Datacenter and published Aug. 21, 2017.

Additional copies: Order print copies at [email protected] or call 877-320-1721; for readers outside the U.S., call 313-446-0450.

Digital edition available to Basic, Premier, Premier Plus members and Datacenter subscribers.

The digital edition is also available for individual purchase for $49. AdAge.com/trend-reports.

Email: [email protected]

Send mail to: Advertising Age 150 N. Michigan Ave., Ste. 1737 Chicago, IL 60601

Ad sales: Brent Rupp, 212-210-0790, [email protected]

Staff: Datacenter: Kevin Brown, Bradley Johnson, and Catherine Wolf Global editor: Laurel Wentz Senior art director: Jennifer Chiu

SUBSCRIBE TO AD AGE DATACENTERAd Age Datacenter subscribers get exclusive access to expanded content. AdAge.com/datacenter

Explore Ad Age’s marketers database (profiles, brands, agency rosters, executives, spending), updated in June 2017. AdAge.com/ marketertrees2017

Get agency rankings: AdAge.com/agencyreport2017

Find facts on the global ad market: AdAge.com/ globalmarketers2016

Subscribe: AdAge.com/getdatacenter

PRESENTED BY:

© Copyright 2017 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, non-commercial use only, which must be in accordance with Ad Age’s Terms and Conditions at AdAge.com/terms. Archiving, reproduction, re-distribution or other uses are prohibited. For licensing arrange-ments, please contact [email protected].

P004_AA_20170821_SUPP.indd 4 8/10/17 11:32 AM

AA013809.indd 1 8/9/17 10:36 AM



HISPANICS ACCOUNT FOR almost half of annual U.S. population growth, largely through U.S. births rather than immigration (25.8% of kids aged 9 and under are Hispanic). Totaling 57.5 million people, Hispanics are 17.8% of the U.S. population and growing (pp. 22, 23).

Hispanic major-media spending edged up 1.2% to $9.6 billion in 2016, but the only cate-gory that grew significantly was digital, esti-mated by Ad Age to be up 16.9% to $2 billion (p. 7). TV spending—network, spot and cable—was down slightly to $6 billion in 2016 from $6.2 billion the previous year.

Procter & Gamble Co. is at the top of the ranking of the 50 largest spenders in Hispanic media, at $368.3 million (p. 8), up from $303.1 million the previous year. Telecom and enter-tainment companies make up half of the top 10 advertisers, starting with AT&T at No. 3, spending $128.7 million.

In the ranking of the 50 largest Hispanic agencies, Omnicom Group’s Alma rose from No. 4 to capture the top slot (p. 28), posting

double-digit growth in addition to the cre-ative kudos from being the most-awarded Hispanic shop, largely for a campaign for Netflix’s “Narcos” series (p. 24).

The independent ad agency scene has shifted over the last year. After years of stalking Zubi Advertising, the Hispanic shop for Ford Motor Co., Ford’s global holding com-pany WPP finally bought Zubi in February 2017 in a deal done through GTB, the agency network that handles Ford. Longtime Chief Operating Officer Joe Zubi, whose mother Tere founded Zubi in 1976, left the company.

Also at WPP, Ogilvy signed a strategic joint venture in July with Miami-based Marca to work with Ogilvy’s Miami and Mexico offices to help the agency network in the U.S. Hispanic market.

At Publicis Groupe’s Lapiz, there are no plans to replace Gustavo Razzetti, the exec-utive VP and managing director who left in April; Andrew Swinand, CEO of Leo Burnett North America, will also lead Lapiz.

Hispanic media buying and planning is dominated by Publicis Media Multicultural’s roll-up last year of formerly separate busi-nesses Tapestry, MV42 and ZO Multicultural, and GroupM Multicultural’s brands under the MEC, Mindshare, MediaCom and Maxus names (p. 30). But various Hispanic agencies still have their own media departments to plan and buy for clients.

On the media side, Univision Communica-tions’ private-equity owners appear no closer to a long-delayed initial public offering, and were reported to have talked with Liberty Media mogul and investor John Malone about taking a stake. Univision created a chief rev-enue officer post, and in July promoted Steve Mandala to president-advertising sales and marketing, succeeding Keith Turner.

Over at rival NBC Universal Telemundo Enterprises, part of Comcast Corp., Jacqueline Hernandez left in March and wasn’t replaced as chief marketing officer. —LAUREL WENTZ

Conill’s anti-stereotypes “Wash Away Labels” cam-paign for P&G’s Tide won an Effie award this year.

A $9.6 billion ad marketHispanic marketing, media, agencies and demographics

© Copyright 2017 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, non-commercial use only, which must be in accordance with Ad Age’s Terms and Conditions at AdAge.com/terms. Archiving, reproduction, re-distribution or other uses are prohibited. For licensing arrangements, please contact [email protected].

MASTER

P006_AA_20170821_SUPP.indd 6 8/10/17 12:19 PM


AUGUST 21, 2017 | 7ADVERTISING AGE

MarketersU.S. HISPANIC MAJOR-MEDIA AD SPENDING IN 2016By medium. Dollars in millions.

Sources: TV data are measured media from Kantar Media (kantarmedia.com). Print and digital related to print from Latino 247 Media Group. Numbers rounded. Newspaper includes classifi ed. Other print includes annuals, catalogs, journals, newsletters and yellow pages. Print includes Puerto Rican publications as well as Mexican border publications with U.S. circulation. Other digital from Ad Age Datacenter estimates. Spot radio data from Nielsen (nielsen.com). Kantar Media also measures Hispanic newspapers, magazines and spot radio.

SPENDING BY MEDIUM

PERCENT OF TOTAL2016 2015

TV Print (excluding digital revenue) Digital Spot radio

45.7%

14.1

%3.3%

7.6%

3.9%0.2%0.9%

19.7%

4.6%

20.6

%11

.7%

63.1%4.6%4.6%

48.6%

13.9

%3.1%

8.0%

3.8%

17.1%

4.5%17.8

%

12.1

%

65.5%4.5%

Spot radio

$441

Other digital

$1,886

Digitalrelatedto print

$84

Other print

$18

Magazine

$375

Newspaper

$722

Cable TV

$315

Spot TV

$1,346

Network TV

$4,372 2016 total: $9,5572015 total: $9,4432016 vs. 2015: +1.2%

0.2%

0.7%

MASTER

P007_AA_20170821_SUPP.indd 7 8/10/17 11:30 AM



50 LARGEST SPENDERS IN HISPANIC MEDIACompanies ranked by U.S. measured-media spending. Dollars in thousands.

Source: Ad Age Datacenter analysis of data from Kantar Media (kantarmedia.com). Data represent the sum of broadcast TV and cable networks, Spanish-language magazines (including PIB-monitored Spanish-language magazines), Spanish-language newspapers, Spanish-language spot TV, Spanish-language radio and Spanish-language internet (display only).

# Marketer 20161 Procter & Gamble Co. $368,289

2 Genomma Lab Internacional 304,919

3 AT&T 128,707

4 L’Oréal 125,697

5 Deutsche Telekom (T-Mobile US) 125,496

6 PayPal Holdings 115,458

7 Dish Network Corp. 111,645

8 Verizon Communications 93,715

9 Nissan Motor Co. 88,729

10 Comcast Corp. 87,510

11 Anheuser-Busch InBev 85,076

12 SoftBank Group Corp. (Sprint Corp.) 83,127

13 Molson Coors Brewing Co. 82,951

14 Toyota Motor Corp. 81,533

15 General Motors Co. 79,278

16 Target Corp. 78,977

17 McDonald’s Corp. 78,088

18 Johnson & Johnson 76,909

19 Walmart Stores 75,559

20 Ford Motor Co. 71,402

21 Mars Inc. 66,573

22 Constellation Brands 64,171

23 State Farm Mutual Auto Insurance Co. 60,911

24 Unilever 60,877

25 General Mills 58,106

26 Nestlé 56,302

# Marketer 201627 Allstate Corp. $54,444

28 Guthy-Renker Corp. 53,442

29 Charter Communications 52,226

30 Samsung Electronics Co. 51,657

31 ITT Educational Services 50,175

32 Univision Holdings 49,253

33 Honda Motor Co. 45,235

34 Church & Dwight Co. 44,998

35 Fiat Chrysler Automobiles 44,036

36 Hershey Co. 43,639

37 Walt Disney Co. 42,830

38 Macy’s 42,675

39 Coca-Cola Co. 42,372

40 Ideavillage Products Corp. 41,957

41 Yum Brands 41,745

42 Doctor’s Associates (Subway) 41,583

43 U.S. Government 37,278

44 Lions Gate Entertainment Corp. 36,650

45 Home Depot 36,456

46 Expedia 36,412

47 Volkswagen 35,711

48 Freeway Insurance Services 33,516

49 Kia Motors Corp. 33,314

50 Novo Nordisk 32,994

Top 50 ($ in millions) $3,735

P008_P009_AA_20170821_SUPP.indd 8 8/10/17 11:25 AM

MARKETERS

August 21, 2017 | 9ADVERTISING AGE

MAGAZINE# Marketer 2016

1 L’Oréal $29,328

2 Johnson & Johnson 9,319

3 Mars Inc. 9,164

4 Procter & Gamble Co. 7,612

5 Unilever 6,110

Top five ($ in millions) $62

BROADCAST NETWORK TV# Marketer 2016

1 Procter & Gamble Co. $332,232

2 Genomma Lab Internacional 291,775

3 Deutsche Telekom (T-Mobile US) 114,694

4 PayPal Holdings 109,436

5 Dish Network Corp. 106,649


SPOT TV# Marketer 2016

1 Charter Communications $49,488

2 Comcast Corp. 43,457

3 Nissan Motor Co. 40,536

4 Ford Motor Co. 20,732

5 Rooms To Go 18,216


SPOT RADIO# Marketer 2016

1 Deutsche Telekom (T-Mobile US) $13,992

2 AT&T 13,164

3 Univision Holdings 10,273

4 SoftBank Group Corp. (Sprint Corp.) 9,943

5 McDonald’s Corp. 8,198


NEWSPAPER# Marketer 2016

1 Target Corp. $6,228

2 Macy’s 3,628

3 Kohl’s Corp. 3,349

4 Sears Holdings Corp. 3,328

5 CVS Health Corp. 3,154


CABLE NETWORK TV

# Marketer 2016

1 Procter & Gamble Co. $21,254

2 Molson Coors Brewing Co. 10,605

3 AT&T 9,350

4 Mars Inc. 7,499

5 State Farm Mutual Auto Ins. Co. 7,084


LARGEST MARKETERS BY HISPANIC MEDIUMCompanies ranked by U.S. measured-media spending (dollars in thousands).

Sources: For magazine, newspaper, broadcast network TV, cable network TV and spot TV, Ad Age Datacenter analysis of data from Kantar Media (kantarmedia.com). Automotive dealers and associations are excluded. Public service announcements are excluded. For spot radio, Nielsen Ad Intel 2016 (nielsen.com). Nielsen monitors 92 Spanish-language stations. Excludes network radio, promos and PSAs.

P008_P009_AA_20170821_SUPP.indd 9 8/10/17 11:25 AM



Source: Nielsen (nielsen.com). Estimates as of Jan. 1, 2017, and used throughout the 2016-2017 TV season. 1. Harlingen, Weslaco, Brownsville and McAllen, Texas.

25 LARGEST HISPANIC DESIGNATED MARKET AREASBy Hispanic TV households in 2017.

MediaHISPANIC LANGUAGE PREFERENCESBy media type for ages 18 and up.

Source: Simmons Research (simmonsresearch.com). Data based on Simmons National Hispanic Consumer Study, Winter 2017, for the dates of Jan. 26, 2016, through March 1, 2017. Base: Hispanic adults.

Responses by percent ReadingWatching

TVListening to radio

When online

Only in English 37.9% 31.6% 26.8% 44.4%

Mostly in English, but some in Spanish 26.1 31.4 29.6 19.9

Mostly in Spanish, but some in English 14.8 16.6 18.5 9.1

Only in Spanish 17.5 13.3 17.5 13.9

In some other language 0.3 0.9 0.6 0.5

# Designated market area Hispanic TV homes Percent of U.S.1 Los Angeles 1,933,480 12.8%

2 New York 1,456,790 9.7

3 Miami-Fort Lauderdale, Fla. 798,890 5.3

4 Houston 692,620 4.6

5 Dallas-Fort Worth, Texas 553,080 3.7

6 Chicago 535,870 3.6

7 San Antonio 458,930 3.0

8 San Francisco-Oakland-San Jose, Calif. 427,430 2.8

9 Phoenix (Prescott, Ariz.) 388,950 2.6

10 Harlingen-Brownsville, Texas1 321,630 2.1

11 Sacramento-Stockton-Modesto, Calif. 291,950 1.9

12 Orlando-Daytona Beach-Melbourne, Fla. 269,320 1.8

13 San Diego 268,410 1.8

14 Fresno-Visalia, Calif. 267,430 1.8

15 Albuquerque-Santa Fe, N.M. 263,850 1.7

16 Philadelphia 257,300 1.7

17 Denver 252,820 1.7

18 Washington (Hagerstown, Md.) 251,970 1.7

19 Tampa-St. Petersburg, Fla. (Sarasota, Fla.) 247,790 1.6

20 El Paso, Texas (Las Cruces, N.M.) 240,860 1.6

21 Boston (Manchester, N.H.) 189,970 1.3

22 Austin, Texas 186,420 1.2

23 Atlanta 175,920 1.2

24 Las Vegas 171,750 1.1

25 Seattle-Tacoma, Wash. 129,810 0.9

Total U.S. 15,590,000 100.0%

P010_P011_AA_20170821_SUPP.indd 10 8/10/17 11:23 AM

MEDIA


SOCIAL NETWORKINGLargest multiplatform digital properties among U.S. Hispanics by unique visitors, in thousands.

ATTITUDES TOWARD SOCIAL MEDIASite users who agree with the following statements:

Source: Simmons Research (simmonsresearch.com). Data based on Simmons National Hispanic Consumer Study, Winter 2017, for the dates of Jan. 26, 2016, through March 1, 2017. Base: Social-media users.

Source: comScore (comscore.com), June 2017. Multiplatform data include both desktop and mobile platforms, and are inclusive of website, video and app content. 1. Percent reach here is the percent of all Hispanic internet users (35.4 million). See notes on p. 14 for more about Hispanic Composition.

Unique visitors in thousands

Percent reach1

HISPANIC COMPOSITION

# Property Percent Index1 Facebook and Messenger 29,781 84.2% 14.7% 106

2 Twitter 17,468 49.4 15.8 114

3 Snapchat 17,120 48.4 18.0 129

4 LinkedIn 13,657 38.6 13.2 95

5 Pinterest.com 12,251 34.7 14.2 102

6 Tumblr 6,476 18.3 18.3 131

7 Google+ 6,322 17.9 13.7 98

8 Reddit 5,829 16.5 13.8 99

9 Goodreads.com 2,262 6.4 14.9 107

10 DeviantArt.com 1,142 3.2 13.4 96

Total internet: Hispanic all 35,356 100.0% 13.9% 100Social media - social networking 31,294 88.5 14.5 104

Instagram 20,646 58.4 17.0 122

People who agree HispanicNon-

HispanicPercent

of allI talk about things I see on social media/networking websites in face-to-face conversations. 38.9% 51.6% 49.6%

I would rather read other people's comments on social media/networking websites than post my own. 34.3 48.2 46.0

People frequently send me requests to connect with them on a social media/networking website. 33.4 40.8 39.6

I pay attention to ratings and reviews posted online by other consumers. 33.2 38.2 37.4

I often click on links or items posted by other people on social media/networking websites. 32.5 40.3 39.1

I often access social media/networking websites from different devices. 29.8 36.6 35.5

I often post or comment on social media/networking websites. 26.7 31.9 31.1

I like to follow my favorite brands or companies on social media/networking websites. 25.7 25.3 25.4

Social media/networking websites are a way for me to tell people about companies and products that I like. 24.8 23.8 23.9

I am more likely to purchase products I see used or recommended by friends on social media/networking websites. 21.1 23.8 23.4

I sometimes post ratings or reviews online for other consumers to read. 19.4 22.0 21.6

MASTER

P010_P011_AA_20170821_SUPP.indd 11 8/10/17 11:23 AM


HISPANIC FACT PACK 2017 MEDIA

Source: comScore (comscore.com), June 2017. Multiplatform data include both desktop and mobile platforms, and are inclusive of website, video and app content. 1. Percent reach here is the percent of all Hispanic internet users.

Source: comScore (comscore.com), June 2017. Multiplatform data include both desktop and mobile platforms, and are inclusive of website, video and app content. 1. Hispanic Ad Focus category measures the entire U.S. audience at sites and other ad-supporting entities oriented toward the U.S. Hispanic audience. 2. Includes Telemundo.

LARGEST U.S. MULTIPLATFORM DIGITAL PROPERTIESAmong Hispanics by unique visitors.

LARGEST HISPANIC MULTIPLATFORM DIGITAL PROPERTIESFrom comScore’s Hispanic Ad Focus1 category. June 2017 unique visitors in thousands among all Hispanics.

Unique visitors in thousands

Percent reach1

HISPANIC COMPOSITION# Property Percent Index1 Google sites 34,053 96.3% 14.1% 101

2 Facebook 30,096 85.1 14.8 106

3 Yahoo sites (part of Verizon Comms.’ Oath) 26,035 73.6 14.0 101

4 Amazon sites 25,239 71.4 14.0 101

5 Microsoft sites 23,792 67.3 12.9 93

6 Comcast NBC Universal 23,588 66.7 15.2 109

7 AOL (part of Verizon Comms.’ Oath) 21,489 60.8 13.9 100

8 Apple 20,311 57.4 14.4 103

9 CBS Interactive (part of CBS Corp.) 18,961 53.6 12.8 92

10 Twitter 17,468 49.4 15.8 114

11 Turner Digital (part of Time Warner) 17,291 48.9 13.2 95

12 Snapchat 17,120 48.4 18.0 129

13 Time Inc. Network (U.S.) 17,077 48.3 13.4 96

14 Yelp 16,620 47.0 17.9 128

15 Pandora.com 15,302 43.3 18.7 134

16 Wikimedia Foundation sites 15,051 42.6 15.1 109

17 Weather Co. (part of IBM Corp.) 14,892 42.1 13.5 97

18 Hearst Corp. 14,099 39.9 13.5 97

19 USA Today Network 14,063 39.8 12.8 92

20 New York Times Digital 13,966 39.5 16.4 118

Total internet 35,356 100.0% 13.9% 100

# PropertyTotal digital population Desktop Mobile

Desktop only

Mobile only

Desktop/mobile overlap

1 Univision Digital 4,537 1,190 3,698 838 3,347 351

2 NBC Universal Hispanic Group² 1,970 449 1,647 323 1,521 126

3 Vix (formerly Batanga Media sites) 1,930 160 1,785 145 1,770 15

4 Prisa 914 567 463 451 347 115

5 Grupo Televisa 829 296 562 267 533 29

6 MamásLatinas.com 542 446 119 423 96 23

7 Terra Networks - Telefónica 450 318 169 281 132 37

8 BBC Mundo - BBC 369 127 255 115 242 13

9 ImpreMedia sites 349 98 265 84 251 14

10 Hola.com 253 95 169 83 158 11

Total internet: Hispanics 35,356 26,679 31,264 4,093 8,677 22,586

MASTER

P012_AA_20170821_SUPP.indd 12 8/10/17 11:21 AM

Cox Media Group’s Mundohispanico.com

Putting Together Your Hispanic Digital Media Plan?

For advertising opportunities contact Alberto Perez at: [email protected]

Putting Together Your Hispanic

(1) A three-month average of U.S. traffic from May to July 2017, according to Google Analytics(2) Comparing pageviews from July 2016 to July 2017, according to Google Analytics(3) U.S. traffic from May-July 2017, according to Google Analytics(4) As of July 31, 2017, according to Facebook Insights

Don’t ignore the elephant in the room.

4.5 Million Unique Visitors (1)

33 MillionPageviews (1)

72% of our traffic is mobile (3)

90% 66% Facebook

Followers (4)

5.25 Milliongrowth in the past year (2)

of our traffic is social (3)

AA013808.indd 1 8/9/17 3:14 PM



Source: comScore (comscore.com), May 2017. Data are for desktop only. 1. Hispanic Ad Focus category measures the entire U.S. audience at sites and other ad-supporting entities oriented toward the U.S. Hispanic audience. 2. Read Hispanic Composition as 74.3% of Prisa’s desktop audience is Hispanic. 3. Read Spanish-Primary Hispanic Composition as 52.4% of Prisa’s desktop audience is Hispanic and speaks primarily Spanish.

LARGEST HISPANIC WEBSITESFrom comScore’s Hispanic Ad Focus1 category. Unique visitors in thousands.

AMONG ALL HISPANICS USING DESKTOPHISPANIC COMPOSITION2

# Property Unique visitors Percent Index

1 Prisa 507 74.3% 616

2 Univision Digital 498 76.6 636

3 MamásLatinas.com 326 79.4 659

4 Terra Networks - Telefónica 314 51.0 423

5 NBC Universal Hispanic Group 230 56.4 468

6 Musica.com 182 67.3 559

7 Vix (formerly Batanga Media sites) 172 65.3 542

8 EHowEnEspañol.com 156 85.9 713

9 CCM.net (in Spanish) 152 96.7 803

10 Grupo Televisa 152 67.9 563

Total 26,624 12.1% 100

AMONG USERS WHO SPEAK PRIMARILY SPANISH USING DESKTOP SPANISH-PRIMARY

HISPANIC COMPOSITION3

# Property Unique visitors Percent Index

1 Prisa 357 52.4% 2,521

2 Univision Digital 300 46.2 2,223

3 MamásLatinas.com 210 51.0 2,455

4 Terra Networks - Telefónica 204 33.1 1,593

5 NBC Universal Hispanic Group 153 37.6 1,807

6 Grupo Televisa 121 53.7 2,584

7 EHowEnEspañol.com 110 60.7 2,920

8 ImpreMedia sites 107 76.9 3,698

9 Vix (formerly Batanga Media sites) 107 40.6 1,952

10 Musica.com 106 39.1 1,882

Total 4,593 2.1% 100

P014_P015_AA_20170821_SUPP.indd 14 8/10/17 11:18 AM

MEDIA


Source: comScore (comscore.com), May 2017. To be included in Hispanic Ad Focus, entities must have at least 20% of their page views consumed by Hispanic audiences. Some comScore clients may want to make available additional combinations of URLs, called custom entities. These are used to demonstrate “true” reach of syndicated content, among other things. 1. Percent reach here is the percent of all desktop internet users (220.9 million).

LEADING HISPANIC AD FOCUS AD NETWORKS AND CUSTOM WEB ENTITIES By unique visitors in thousands.

Uniquevisitors

Percent reach1

HISPANIC COMPOSITION

# Ad networks Percent Index1 Pulpo Media 33,200 15.0% 16.6% 137

2 Primia Digital – potential reach 21,599 9.8 15.8 131

3 Batanga Media Exchange (BMX) – potential reach 21,274 9.6 18.4 152

4 Fullscreen Mexico – potential reach 20,645 9.3 14.7 122

5 Mobvious 19,913 9.0 15.5 129

6 Yahoo Audience Network Hispanic 7,631 3.5 30.2 251

7 Univision Digital Network 6,991 3.2 43.5 361

8 H Code Media 6,612 3.0 36.1 300

9 Mundial Sports Network 2,781 1.3 59.7 496

10 ImpreMedia Impower 1,544 0.7 78.7 653

11 Exponential – Hispanic 1,221 0.6 21.0 174

12 GDA Digital 1,189 0.5 80.1 665

13 MSN Latino Network 397 0.2 92.0 764

14 EPMG Latino 341 0.2 62.4 518

15 PAL 129 0.1 88.5 735

Source: comScore (comscore.com). Three months average ending April 2017.

MOBILE PLATFORM SHARE AMONG HISPANICSSmartphone and tablet ownership, audience in thousands.

Smartphonestotal:36,810

Tablets total:14,513

BlackBerry 61 (0.2%) Microsoft (Windows)72 (0.5%)

Google (Android)20,559 (55.9%)

Apple (iOS)15,747 (42.8%)

Microsoft (Windows)443 (1.2%)

Google (Android)8,224 (56.7%)

Apple (iOS)6,208 (42.8%)

BlackBerry 9 (0.1%) MASTER

P014_P015_AA_20170821_SUPP.indd 15 8/10/17 11:18 AM

AA013796.indd 2 7/25/17 10:17 AM

AA013796.indd 3 7/25/17 10:17 AM



HISPANIC TV NETWORK VIEWERSHIPBroadcast TV networks ranked by Hispanic persons ages 2 and up.

Source: Nielsen (nielsen.com) based on Hispanic prime-time viewership from 7 p.m. to 11 p.m., Monday through Sunday (5/1/2017-5/28/2017). Strict daypart. Rating is percent of Hispanic TV households; share is percent of those households with TV sets in use and watching the network. P2+ counts total Hispanic viewing persons in thousands tuned in to the network. Viewing estimates include seven days of timeshifted viewing. Percent of households is the rating. Share is percent of TV sets in use.

# Originator, parent

# of tele-casts

Total duration

(min)

% of Hisp. HH live +7

Hisp. HH share live +7

Hisp. HH live +7 (000)

% of Hisp.

viewers live +7

Hisp. P2+

share live +7

Hisp. persons live +7 (000)

1 Univision, Univision Holdings 104 6,720 6.8% 13.9% 1,054 3.1% 12.9% 1,597

2 Telemundo, Comcast Corp.’s NBC Universal

99 6,720 4.3 8.8 664 1.8 7.7 959

3 UniMás, Univision Holdings 78 6,360 3.6 7.4 554 1.6 6.9 858

4 ABC, Walt Disney Co. 90 5,311 2.1 4.2 325 0.8 3.5 443

5 NBC, Comcast Corp.’s NBC Universal

80 5,460 2.0 4.0 305 0.8 3.3 416

PRIME-TIME TV PROGRAM LEADERSRanked by Hispanic persons ages 2 and up.

Source: Nielsen May 2017 (nielsen.com). This table ranks the networks by penetration per Nielsen’s externally reportable cable networks. There are 12.2 million Hispanic cable households out of 15.6 million Hispanic TV households (versus 12.0 million Hispanic cable households out of 15.1 Hispanic TV households in 2016). Networks are those with coverage of 20% or more. These are monthly averages of homes able to receive cable.

SPANISH-LANGUAGE CABLE NETWORKSBy cable TV coverage as a percent of all Hispanic TV households.

# Network, parentCable coverage as % of

all Hispanic TV HHShare as % of

Hispanic cable HH

1 Galavisión, Univision Holdings 65.5% 86.4%

2 Univision Deportes, Univision Holdings 47.8 63.2

3 NBC Universo, Comcast Corp. (NBC Universal’s Telemundo) 46.7 61.7

4 Fox Deportes, 21st Century Fox 40.1 53.3

5 ESPN Deportes, Walt Disney Co. 36.7 48.3

Language and mediumProgram (day), originator

# of telecasts

Total dura-tion

(min)

Rating: % of

Hisp. HH live +7

Hisp. HH

live +7 (000)

Rating: % of Hisp.

persons live +7

Hisp. persons live +7 (000)

Spanish-language broadcast network TV

Vino El Amor (Friday), Univision

1 61 11.3% 1,766 5.2% 2,725

English-language broadcast network TV

Empire, Fox 4 240 4.7 737 2.0 1,018

Spanish-language cable TV

Liga MX Clausura (5/21/17), Univision Deportes

1 155 2.9 459 1.4 733

English-language cable TV

NBA Playoffs Conference Finals L, EPSN

3 459 3.7 572 1.6 854

Source: Nielsen (nielsen.com). Rating is the percent of Hispanic TV households tuned to the program. Households and viewers are in thousands. May 2017 (5/1/17-5/28/17), Hispanic Prime (7 p.m. to 11 p.m., Monday through Sunday). Viewing estimates include Live viewing plus seven days of timeshifted viewing. Excludes breakouts, specials and programs less than five minutes in duration.

MASTER

P018_P019_AA_20170821_SUPP.indd 18 8/10/17 11:15 AM

MEDIA


Source: Ad Age Datacenter analysis of data from Kantar Media (kantarmedia.com). Excludes revenue from circulation and digital revenue. This table is not a comprehensive list of the largest Spanish-language magazines.

SELECTED HISPANIC MAGAZINESShown with advertising revenue and ad pages.

ADVERTISING REVENUE IN MILLIONS

ADVERTISING PAGES

Magazine, parent 2016 2015 2016 2015

Latina, Latina Media Ventures $25.8 $28.8 483.4 557.2

People en Español, Time Inc. 59.8 66.8 630.1 742.8

Ser Padres, Meredith Corp. 13.3 16.8 105.3 140.1

Siempre Mujer, Meredith Corp. 14.0 15.5 178.0 205.1

Vanidades, Grupo Televisa (The Brands Group) 18.4 20.2 308.7 318.4

TOP RADIO STATIONS AMONG HISPANICSAmong all formats by fall 2016 weekly cume persons.

Source: Nielsen Audio National Regional Database Fall 2016 (nielsen.com/audio), Hispanic Persons 12+, Monday through Sunday, 6 a.m. to midnight. 1. IHM = iHeartMedia; Uni = Univision Communications; SBS = Spanish Broadcasting System; Emmis = Emmis Communications. 2. Stations ranked by weekly cume persons, or the number of unique consumers per week. 3. Average number of listeners per quarter hour. 4. Weekly time spent listening in hours and minutes.

# Station, market Format Owner1Weekly cume

persons2Average

listeners3Time spent listening4

1 KIIS-FM, Los Angeles Pop contemporary hit radio IHM 2,035,700 26,200 1:30

2 KLVE-FM, Los Angeles Spanish contemporary Uni 1,905,000 50,000 3:15

3 WSKQ-FM, New York Spanish tropical SBS 1,766,700 50,400 3:30

4 KBIG-FM, Los Angeles Hot adult contemporary IHM 1,698,200 21,200 1:30

5 KPWR-FM, Los Angeles Rhythmic contemporary hit radio Emmis 1,620,600 19,700 1:30

KEY HISPANIC NEWSPAPERSIn the six largest U.S. Hispanic markets.

Source: Guidance on key publications from Latino 247 Media Group. Two of the nation’s largest Hispanic newspapers serve the El Paso, Texas, and Juarez, Mexico, market. They are El Diario and El Norte. 1. These publications are newsprint magazines.

# Designated market area Key newspapers, parent company (frequency)

1 Los Angeles El Aviso Magazine1, El Aviso de Ocasion (weekly); El Clasificado1, EC Hispanic Media (weekly); Hoy, Tronc (two times a week); La Opinión, ImpreMedia (daily); Excelsior, Southern California Media Group (weekly); La Prensa, Southern California Media Group (weekly)

2 New York El Diario/La Prensa, ImpreMedia (daily); El Especialito, Ibarria Media Group (weekly); Impacto Latin News, Impacto Latin News (weekly); La Tribuna Hispana USA, La Tribuna Hispana USA (weekly)

3 Miami/ Fort Lauderdale, Fla.

Diario Las Américas, Américas Multimedia Group (three times a week); El Nuevo Herald, McClatchy Co. (daily); El Sentinel, Tronc (weekly)

4 Houston La Subasta, La Subasta (weekly); La Voz de Houston, Hearst Corp. (twice a week); Semana News, Newspan Media Corp. (weekly)

5 Dallas/Fort Worth, Texas

Al Día, A.H. Belo Corp. (twice a week); El Hispano News, El Hispano News (weekly); La Estrella En Casa, McClatchy Co. (weekly); La Subasta, La Subasta (weekly)

6 Chicago Hoy, Tronc (daily); La Raza, ImpreMedia (weekly); Reflejos, Paddock Publications (weekly)

MASTER

P018_P019_AA_20170821_SUPP.indd 19 8/10/17 11:15 AM



Source: Simmons Research (simmonsresearch.com). Data based on Simmons New Media Study, Fall 2016, for the dates of Oct. 26, 2015, through Nov. 30, 2016. Base of device owners for each device (for example, 51% of Hispanics who own a computer have purchased apparel/accessories using their computer vs. 59% of all computer owners).

CELLPHONE USE WHILE SHOPPINGHow Hispanics use cellphones before, during and after purchase.

PURCHASES VIA DEVICE BY CATEGORYPercent who have purchased items using a PC, tablet or cellphone.

Source: Simmons Research (simmonsresearch.com). Data based on Simmons New Media Study, Fall 2016, for the dates of Oct. 26, 2015, through Nov. 30, 2016. Base: Online adults who own a cellphone.

PERSONAL COMPUTER TABLET CELLPHONE

Category Hispanic All adults Hispanic All adults Hispanic All adults

Apparel/accessories 50.6% 58.7% 53.7% 46.2% 39.6% 29.1%

Electronics 48.8 50.7 49.1 32.7 35.4 17.0

Food 16.8 21.8 29.0 17.2 19.4 11.6

Pharmaceuticals/drugs 17.6 18.7 28.1 17.6 21.7 11.3

Stocks/bonds/mutual funds 5.0 11.6 19.9 10.9 2.8 6.9

Tickets to movies/events 36.9 44.0 49.9 32.5 20.0 11.7

Toys/games 34.9 30.9 46.0 27.6 19.7 11.4

Travel services/reservations 49.0 57.6 34.5 36.8 21.4 11.4

Personal care/toiletries 21.7 25.1 19.4 12.0 17.6 9.9

Auction items 29.7 23.8 21.6 19.4 8.6 10.3

Charitable donations 14.9 11.0 21.1 14.5 14.4 11.7

BEFORE ENTERING STORE

WHILE SHOPPING IN STORE

AT CHECK OUT

AFTER PURCHASE

Hispanic All adults Hispanic All adults Hispanic All adults Hispanic All adultsCalled a family/friend/ spouse/partner for advice 22.8% 12.3% 29.8% 14.3% 20.5% 5.3% 8.1% 10.2%

Looked up product reviews 28.9 16.8 27.0 14.9 3.1 6.6 4.0 9.5

Looked up product pricing 33.1 18.1 23.8 16.0 5.5 7.7 6.0 11.5

Looked for a coupon online 36.7 19.9 28.8 16.2 16.3 11.3 2.1 9.0

Looked up product inventory/availability 19.0 14.1 24.9 7.6 7.7 2.7 4.2 1.8

Used social media to comment on a purchase made 23.8 9.2 20.9 10.8 11.5 5.2 14.6 10.9

Wrote review on a purchase on social media/blog/forums 17.9 7.4 17.1 7.4 20.9 7.5 11.5 10.6

Used a store locator/maps 22.4 16.8 13.7 8.6 5.0 6.7 8.6 10.3

Used the retailer’s app/website 22.6 16.9 22.5 12.2 2.7 6.9 3.9 9.6

Used/visited other shopping- related app/websites 18.5 12.2 16.4 11.2 17.7 8.1 11.4 8.1

None of these 19.6 40.5 19.5 44.4 44.5 58.5 60.1 49.6

MASTER

P020_P021_AA_20170821_SUPP.indd 20 8/10/17 11:13 AM

MEDIA


MEDIA USAGE: AVERAGE TIME IN AN AVERAGE DAY SPENT ON MEDIA-RELATED ACTIVITIESHow online Hispanics consume media.

Source: Simmons Research (simmonsresearch.com). Data based on Simmons New Media Study, Fall 2016, for the dates of Oct. 26, 2015, through Nov. 30, 2016. Each activity is the average among online adults who engage in that activity during a typical day.

HOURS SPENT PER ACTIVITY

Activity Hispanic Non-Hispanic All consumers

Playing console video games 4.2 1.6 2.0

Watching TV 3.0 3.3 3.3

Using internet on home computer 2.8 3.1 3.0

Using internet on cellphone 2.7 1.9 2.0

Listening to radio 2.7 1.5 1.6

Listening to MP3 player 2.7 2.0 2.1

Reading print books 2.7 2.0 2.1

Texting on cellphone 2.6 1.6 1.8

Playing video games on cellphone 2.6 1.9 2.0

Listening to music online 2.6 2.3 2.3

SMARTPHONE USER ACTIVITIESHispanic smartphone owners use these apps in a typical month.

Source: Simmons Research (simmonsresearch.com). Data based on Simmons Connect Study, Winter 2017. Data from the smartphone panel was collected Jan. 26, 2017, to March 1, 2017. Base: Smartphone owners.

PERCENT WHO USED THIS FUNCTION IN A TYPICAL MONTH

Category HispanicNon-

HispanicHispanic

millennials

Non- Hispanic

millennials U.S. bornForeign

bornAll

users

Camera 90.7% 86.2% 91.0% 86.3% 92.7% 88.7% 86.9%

App store 58.5 50.0 57.2 48.0 58.0 59.0 51.4

Email 66.7 60.6 63.5 58.8 65.1 68.2 61.6

Maps 76.3 77.3 74.5 81.1 77.4 75.3 77.1

Messaging in app 73.3 70.3 76.8 72.8 74.3 72.3 70.8

Music 77.2 74.1 80.1 79.6 82.0 72.7 74.6

Games 57.0 64.4 56.6 65.5 58.7 55.5 63.3

News 61.0 65.6 65.4 67.4 64.1 58.0 64.8

Social media 85.2 85.5 85.7 89.2 86.6 83.8 85.5

Voice call 71.0 70.6 70.3 69.7 73.5 68.6 70.7

Messaging 91.3 90.0 91.5 90.0 92.4 90.3 90.2

Browsing 93.1 93.7 93.2 94.5 94.1 92.0 93.6

Video online 87.7 80.6 88.0 83.8 88.5 86.9 81.7

P020_P021_AA_20170821_SUPP.indd 21 8/10/17 11:13 AM



DemographicsPOPULATIONU.S. Hispanic population: 57,470,287 on July 1, 2016. Hispanics have accounted for nearly half of the U.S. population growth since 2010. The median age of Hispanics is 29 years old.

Source: Census Bureau (Annual Estimates of the Resident Population by Sex, Age, Race and Hispanic Origin for the United States and States: April 1, 2010, to July 1, 2016. Release date: June 2017). 2016 = estimate for July 1, 2016. 2010 = Census (April 1, 2010). Numbers rounded. More info: census.gov.

Source: Simmons Research (simmonsresearch.com). Data based on Simmons National Hispanic Consumer Study, Winter 2017, for the dates of Jan. 26, 2016, through March 1, 2017. Dollars in billions. Table shows amount and proportion of nation’s total discretionary spending contributed by Hispanics and their household by region and market, 2016. Discretionary purchases include household spending on items such as tobacco, alcohol, education, reading, personal care, apparel, dining out, donations, household furniture and numerous forms of entertainment.

DISCRETIONARY SPENDING IN 2016Dollars in billions by region and designated market area.

Region/designated market area

Hispanic mean discretionary

spendingHispanic percent

of total Total U.S. spendingNon-Hispanic

spendingNortheast $21.0 6.3% $333.9 $312.9

Midwest 15.6 3.7 423.4 407.8

South 77.8 10.9 710.3 632.6

West 71.6 14.7 488.5 416.9

Boston 0.9 2.2 42.4 41.5

Chicago 7.1 12.6 56.2 49.1

Dallas 7.3 17.0 43.0 35.7

Houston 7.5 23.5 31.8 24.3

Los Angeles 24.0 22.0 109.1 85.1

Miami 14.9 43.8 34.0 19.1

New York 16.9 12.9 130.3 113.4

San Antonio 8.0 28.7 27.9 19.9

San Francisco 12.0 15.8 76.4 64.4

Total U.S. $185.9 9.5% $1,956.1 $1,770.2

2016 U.S. total: 323.1MMedian age: 37.9

2010 U.S. total: 308.7MMedian age: 37.2

Hispanicor Latino57.5M(17.8%)

Hispanicor Latino50.5M(16.3%)

Not Hispanic265.7M(82.2%)Median age: 40.4

Not Hispanic258.3M(83.7%)Median age: 39.6

Median age:29.0

Median age:27.3

MASTER

P022_P023_AA_20170821_SUPP.indd 22 8/10/17 11:10 AM

DEMOGRAPHICS


HISPANIC 2016 U.S. POPULATION BY AGE GROUPMore than half (51.6%) of Hispanics are below age 30.

HISPANICS AS PERCENT OF U.S. POPULATION IN 2016

AGE GROUP AS PERCENT OF HISPANIC POPULATION IN 2016

U.S. HISPANIC POPULATION IN 2016 IN MILLIONS BY AGE

Source: Census Bureau (Annual Estimates of the Resident Population by Sex, Age, Race and Hispanic Origin for the United States and States: April 1, 2010, to July 1, 2016. Release date: June 2017). 2016 = estimate for July 1, 2016. Numbers rounded. More info: census.gov.

0

1

2

3

4

5

6

85+80-8475-7970-7465-6960-6455-5950-5445-49 40-44 35-39 30-3425-2920-2415-19 10-14 5-9 Under 5

85+80-8475-7970-7465-6960-6455-5950-5445-4940-4435-3930-3425-2920-2415-19 10-14 5-9

Under 5

7.0%

7.7%

8.0%

8.2%

8.5%

9.9%

11.5%

14.3%

17.1%

20.1%

20.7%

20.4%

20.1%

21.5%

22.7%

24.4%

25.8%

25.8%

Under 55-910-1415-19 20-2425-29

30-3435-3940-4445-4950-5455-59

60-6465-6970-7475-7980-8485+

Under 5

25-2930-34

85+

55-59

0.80.8

9.0

9.28.7

8.3

8.48.07.8

7.56.9

6.25.4

4.4

3.42.5 1.7 1.2

MASTER

P022_P023_AA_20170821_SUPP.indd 23 8/10/17 11:10 AM

24 | AUGUST 21, 2017 ADVERTISING AGE


Agencies

This year’s blockbuster creative work by a U.S. Hispanic agency plays on the Spanish language, but wasn’t created for a Latino audience.

Miami-based Alma scored with a campaign to promote the Net� ix series “Narcos” about drug lord Pablo Escobar. The work included “Spanish Lessons,” in which the lead actors taught their most-used Spanish expressions, starting with Escobar’s own favorite, Coma mierda.

In a record performance by U.S. Hispanic agencies, seven shops won 20 Lions at the 2017 Cannes Lions International Festival of Creativity. Half of those awards went to Alma, for its Net� ix work. (Before that, the U.S. Hispanic market’s best Lions haul was in 2015, with 18 prizes).

At the 2017 Wave Festival for Latin America, organized by an Ad Age partner, Meio & Mensagem, with Ad Age’s participation, Alma and New York shop We Believers were the sec-ond and third most-awarded agencies, in the

best showing yet for the U.S. Hispanic market at the Wave.

At the annual U.S.H. Idea Awards, orga-nized by Circulo Creativo for the U.S. Hispanic market last October, the � ve best ideas were all driven by a sense of responsibility, from environmentally friendly beer packaging to Sprint’s anti-distracted driving emoji installa-tion. The ranking of the � ve best ideas included big winners from other award shows, with We Believers’ “Edible Six-Pack Rings” in � rst place, followed by The Community’s whimsi-cal work for Buenos Aires’ city bike program and Alma’s “The Last Emoji” for Sprint.

Hispanic creative is increasingly recognized around the world. For the second year in a row at the Cannes Lions festival, U.S. Hispanic was the second most-awarded Spanish-language market in the Americas, after Argentina.

Here’s a look at some of the most-awarded U.S. Hispanic creative work from the last year.

How they did at Cannes and other creative contestsHISPANIC AGENCY WINNERS

The Alma team made many trips to the stage to collect 10 Cannes Lions for the Netfl ix “Narcos” campaign.

CO

UR

TE

SY

CA

NN

ES

LIO

NS

MASTER

P024_P027_AA_20170821_SUPP.indd 24 8/10/17 12:04 PM

lopeznegrete.com

Delivering on the promise of

Maximum Return on Cultural Intelligence.

AA013806.indd 1 8/8/17 12:49 PM

26 | AUGUST 21, 2017 ADVERTISING AGE


ALMAWhen Alma employees spotted people jok-ing online about learning Spanish from Net� ix drama “Narcos,” that insight drove the Omnicom Group agency’s social media campaign to promote season two: Spanish lessons from drug lord Pablo Escobar. During the show’s � lming, a separate Alma crew shot footage in which the lead actors phonetically taught Spanish, starting with Ko.ma’ mierda.“Spanish Lessions” and “Episode Leak,” a pre-tend-leak of an upcoming “Narcos” episode, became both social media and award show favorites this year.

And there is talk of creating more sculp-tures to expand the reach of Sprint’s popular “The Last Emoji” installation in Miami, fash-ioned from a crashed car next to the message “DN’T TXT & DRIVE.”

WE BELIEVERSThe New York shop keeps coming up with big ideas executed on a small budget for Volvo. This year’s e� ort: “Volvo Survivor Sales Agents.” The agency’s insight was that car buyers prior-itize super� cial features over safety until they experience a serious crash. So We Believers recruited people who had survived major car accidents to sta� a Volvo stand, and talk with prospective car buyers about their life-chang-ing experience. “Let me show you the Volvo that saved my life,” was a compelling pitch.

We Believers scooped up more awards, including a Grand Prix and four other prizes at the Wave festival for last year’s blockbuster “Edible Six-Pack Rings” that replace the plas-tic rings on beer six-packs that are often dis-carded in the ocean and harm wildlife. Look for “Edible Six-Pack Rings,” which won four Cannes Lions in 2016, to return to the festival in 2018 armed with data for the Creativeness E� ectiveness category, which awards pre-vious creative winners that can prove their e� orts worked.

THE COMMUNITYThe Miami-based Publicis Groupe agency created moving content for Converse with #LoQueSoy (#WhoIAm), a sympathetic look at artists, musicians and � lmmakers who do boring day jobs to pursue their art, and also o� ered them some help from Converse. The Community also won awards for Buenos Aires’ successful city bike program. And don’t forget those bicycle helmets, the subject of a funny campaign for brain-protecting Nutcase Helmets that won at Cannes. IM

AG

ES

CO

UR

TE

SY

AG

EN

CIE

S

P024_P027_AA_20170821_SUPP.indd 26 8/10/17 12:05 PM

AGENCIES


LATINWORKSRecognizing that 27% of Major League Baseball players are Hispanic, and that correct spelling of many of their names calls for accents and tildes, the Austin-based shop was inspired to add an accent to the MLB logo, and to players’ own names on the backs of their jerseys. Called “Ponle Acento” (“Put on the Accent”), the e� ort was a crowd pleaser at award shows and base-ball games.

LAPIZThe Chicago-based multicultural agency, part of Publicis’ Leo Burnett, consistently comes up with surprising, attention-grabbing ideas for the Mexico Tourism Board that make peo-ple in colder, rainier climates want to vacation in Mexico immediately. This year’s favorite: “Tequila Cloud.” Lapiz literally made it rain tequila by creating a “Tequila Cloud” at a con-temporary art space in Berlin. It was condensed from a mist to a liquid form that dripped like rain clouds whenever it rained in Berlin.

In other notable work, Omnicom’s Dieste and independent bookstore The Wild Detectives charmed with “Litbait,” the literary version of clickbait. Sensational descriptions of classic novels on social media lured people to click on the books’ full text.

With “Hijacked Banner,” Saatchi & Saatchi Fallon’s Conill, owned by Publicis, tracked big sporting goods items people searched for online, then served them ads showing how well that tent or kayak � t in a Toyota Tacoma pickup.

Independent shop Gallegos United’s “One Man Band” promoted a free two-week pass to binge on shows with a man decked out in noisy musical instruments to stop o� ce workers from sharing spoilers.

AD AGE AWARDSIn Ad Age creative honors, Alma was our Multicultural Agency of the Year, and The Community was named to Ad Age’s A-List of the top 10 agencies in the U.S.

The Hispanic creatives’ group Circulo Creativo elected a new president: Ciro Sarmiento, Dieste’s chief creative o� cer. Gustavo Lauria, co-founder and chief creative o� cer of New York shop We Believers, moved up to chairman of Circulo Creativo. —LAUREL WENTZ

Alma’s “Spanish Lessons” and “Episode Leak” for Netfl ix’s “Narcos”; We Believers’ “Volvo Survivor Sales Agents”; The Community’s #LoQueSoy (#WhoIAm) for Converse; LatinWorks’ “Ponle Acento” for Major League Baseball; and the experiential “Tequila Cloud” by Lapiz for the Mexico Tourism Board.

MASTER

P024_P027_AA_20170821_SUPP.indd 27 8/10/17 12:05 PM



50 LARGEST U.S. HISPANIC AGENCIESBy U.S. revenue in 2016. Dollars in thousands.

#Agency, parent or affiliation (network), headquarters Key executives

2016 revenue1

1 Alma*, Omnicom (DDB), Miami Luis Miguel Messianu, CEO and creative chairman

$36,271

2 Conill*, Publicis (Saatchi & Saatchi Fallon), El Segundo, Calif.

Carlos Martinez, president 35,000

3 Eventus, Advantage Solutions, Doral, Fla. Debbie Aguiar, president 33,157

4 Dieste*, Omnicom, Dallas Greg Knipp, CEO 26,100

5 The Community*, Publicis (SapientRazorfish), Miami

Luis Montero, president; José Mollá, co-chief creative officer; Joaquín Mollá, co-chief creative officer

25,064

6 Lopez Negrete Communications √, Houston Alex López Negrete, president and CEO 24,749

7 LatinWorks* √, Omnicom, Austin, Texas

Manny Flores, CEO and managing partner; Christy Kranik, chief client officer and partner; Alejandro Ruelas, CMO and managing partner

24,095

8 Gallegos United √, Huntington Beach, Calif.

Andrew Delbridge, co-president and chief strategy and engagement officer; Harvey Marco, co-president and chief creative officer; John Gallegos, CEO, United Collective

24,000

9 Casanova//McCann*, Interpublic (McCann), Costa Mesa, Calif.

Ingrid Otero-Smart, president and CEO 22,300

10 Bravo Group*, WPP (Young & Rubicam), Miami

Eric Hoyt, president and CEO 20,000

11 Zubi Advertising*, WPP (GTB), Coral Gables, Fla.

Joe Castro, executive VP; Tim Swies, executive VP

18,900

12 Epsilon, Alliance Data Systems Corp., Irving, Texas

Bryan Kennedy, CEO; Roberto Siewczynski, senior VP and group director

17,052

13 República √, Miami Jorge A. Plasencia, co-founder, chairman and CEO

17,050

14 Richards/Lerma, Dallas Pete Lerma, principal; Aldo Quevedo, principal and creative director

15,600

15 Lapiz*, Publicis (Leo Burnett), Chicago Andrew Swinand, CEO, Leo Burnett North America

15,590

16 PM3 √, Atlanta Ricky Echegaray, partner; Eduardo Pérez, partner

13,200

17 Marca Miami √, Eastport Holdings, Coconut Grove, Fla.

Tony Nieves, president 11,549

18 De la Cruz Group √, Guaynabo, Puerto Rico René de la Cruz Vila, chairman and CEO 10,980

19 Interlex Communications √, San Antonio Rudy Ruiz, CEO; Heather Ruiz, chief creative officer

10,600

20 Walton Isaacson √, Culver City, Calif. Cory Isaacson, partner; Aaron Walton, partner 10,560

21 D Expósito & Partners √, New York Daisy Expósito-Ulla, chairman and CEO 9,661

22 Castells & Asociados, Los Angeles Liz Castells-Heard, president and CEO 8,315

23 Axis Agency*, Interpublic, Los Angeles Armando Azarloza, president and CEO 8,210

24 Acento Advertising √, Santa Monica, Calif. Roberto Orci, president and CEO 8,085

MASTER

P028_P029_AA_20170821_SUPP.indd 28 8/10/17 10:57 AM

AGENCIES


Source: Data are from Ad Age’s 73rd annual Agency Report (May 1, 2017). To appear in Ad Age’s Agency Report 2018, fill out the questionnaire that can be found at AdAge.com/arq. *Figures are Ad Age estimates. A check mark denotes agency reported minority-owned certification by city, state or organization. 1. Agencies are ranked by 100% of U.S. revenue unless Hispanic activities are less than 75% of revenue, in which case they are ranked at that percent of revenue.

#Agency, parent or affiliation (network), headquarters Key executives

2016 revenue1

25 Cárdenas Marketing Network √, Chicago Henry Cárdenas, CEO and president $7,911

26 Marketing Arm*, Omnicom, Dallas Ray Clark, founder and co-CEO; Dan Belmont, co-CEO

7,880

27 Orcí √, Santa Monica, Calif. Andrew Orcí, CEO and president 7,430

28 M8 √, Miami John Santiago, CEO 7,100

29 Lopito Ileana & Howie √, Guaynabo, Puerto Rico

Carlos J. Rodriguez, president 7,045

30 Wing*, WPP (Grey), New York Michael Houston, global president, Grey; Sandra Alfaro, managing director, Wing

6,849

31 Octagon*, Interpublic, Norwalk, Conn. Rick Dudley, chairman and CEO 6,392

32 We Believers, New York Marco Vega, co-founder and chief strategy officer; Gustavo Lauria, co-founder and chief creative officer

6,100

33 Catapult, Alliance Data Systems Corp. (Epsilon), Westport, Conn.

Paul Kramer, CEO 5,735

34 Pinta √, Miami Beach, Fla. Mike Valdés-Fauli, president and CEO 5,227

35 Integer Group*, Omnicom (TBWA), Lakewood, Colo.

Mike Sweeney, CEO 4,087

36 McGarryBowen*, Dentsu (Dentsu Aegis Network), New York

Simon Pearce, CEO, U.S. 3,800

37 ICF Olson, ICF, Minneapolis Sudhakar Kesavan, chairman and CEO, ICF 3,700

38 Sensis √, Los Angeles José Villa, president 3,681

39 Hispanic Group* √, Miami José Luis Valderrama, president and CEO 3,210

40 Moroch √, Dallas Rob Boswell, CEO 2,282

41 FPO Marketing, San Antonio Francis Wearden, managing partner 2,000

41 SMG (Shopper Marketing Group) √, Porter Ranch, Calif.

Mario Echevarría, CEO and managing partner 2,000

41 Tombras Group, Knoxville, Tenn. Charles Tombras, president 2,000

44 22squared, Atlanta Richard Ward, CEO and chairman 1,954

45 Sanders/Wingo √, El Paso, Texas Leslie E. Wingo, president and CEO 1,794

46 O’Keefe Reinhard & Paul, Chicago

Tom O'Keefe, founder and CEO; Matt Reinhard, founder and chief creative officer; Nick Paul, founder and president

1,760

47 San Jose Group √, Chicago George L. San Jose, president and chief creative officer

1,735

48 Muse √, Culver City, Calif. Jo Muse, CEO 1,665

49 David & Goliath, El Segundo, Calif. David Angelo, founder and chairman 1,600

50 Elemento L2 √, Chicago Marco López, executive VP and partner; Ivan López, managing director and partner

1,300

2016 vs. 2015 % change for report’s 77 units with Hispanic-American revenue 2.4%

MASTER

P028_P029_AA_20170821_SUPP.indd 29 8/10/17 10:57 AM


HISPANIC FACT PACK 2017 AGENCIES

#Agency or agency group, parent or affiliation, headquarters Key executives

2016 revenue

1 Publicis Media Multicultural*, Publicis (Publicis Media), New York Lisa Torres, president $65.3

2 GroupM Multicultural, WPP (GroupM), New York Gonzalo Del Fa, president 50.2

• MEC Multicultural, WPP (GroupM Multicultural, MEC), New York

Vilma Vale-Brennan, managing partner, multicultural lead 25.2

• Mindshare Multicultural, WPP (GroupM Multicultural, Mindshare), New York

Mike Torres, managing partner, multicultural lead 12.3

• MediaCom Multicultural, WPP (GroupM Multicultural, MediaCom), New York

Ronald Méndez, managing partner, multicultural lead 9.4

• Maxus Multicultural, WPP (GroupM Multicultural, Maxus), New York Open position 3.4

3 OMD Multicultural, Omnicom (OMD), Chicago Ana Crandell, group account director 12.5

4 Horizon Media, New York/Los Angeles Karina Dobarro, VP-managing director, multicultural brand strategy 11.6

5 Zubi Advertising, WPP (GTB), Coral Gables, Fla. Isabella Sanchez, VP-media integration 7.5

6 Conill, Publicis (Saatchi & Saatchi Fallon), El Segundo, Calif. Diana Stumvoll, VP-media director 7.0

7 Casanova//McCann, Interpublic (McCann), Costa Mesa, Calif.

Roxane Garzon and Diana Sheehan, media directors 5.1

8 Lopez Negrete Communications, Houston Colette Peterson, group managing director of media strategy 4.0

9 LatinWorks Media, Omnicom (LatinWorks) (49%), Austin, Texas

Chloe King, director-media investment; Nicole Arena, director-media strategy 3.7

10 M8, Miami Jonatan Zinger, VP-media insights 2.8

11 Acento Advertising, Santa Monica, Calif. Tony Aguilar-Arellano, partner and chief integration officer 2.6

LARGEST U.S. HISPANIC MEDIA AGENCIES AND AGENCY GROUPSAgencies and agency groups with more than $2.5 million in estimated 2016 U.S. revenue from Hispanic media activities. Dollars in millions.

Source: Ad Age Datacenter. Revenue figures are Ad Age Datacenter estimates based on data collected for Agency Report 2017 (May 1, 2017) and additional data collected in July and August 2017. Numbers are rounded. *Publicis Groupe in 2016 consolidated three multicultural practices – MV42, Tapestry and ZO Multicultural – under newly formed Publicis Media.

© Copyright 2017 Crain Communications Inc. The data and information presented is the property of Crain and others and is protected by copyright and other intellectual property laws. For personal, non-commercial use only, which must be in accordance with Ad Age’s Terms and Conditions at AdAge.com/terms. Archiving, reproduction, re-distribution or other uses are prohibited. For licensing arrangements, please contact [email protected].

MASTER

P030_AA_20170821_SUPP.indd 30 8/10/17 11:01 AM

KNOW WHO’S SPENDING. AND WHO’S RETREATING. The 200 Leading National Advertisers 2017 report. Only from Ad Age Datacenter.

The 200 Leading National Advertisers report delivers key data on who’s doubling down on digital, shows what’s driving ad spending growth and reveals caution signs in the ad market. Subscribe to Ad Age Datacenter today to access the intel and insights you won’t fi nd anywhere else.

See more. Know more. Do more.

Ad Age Datacenter is presented by Neustar, a provider of industry-leading marketing solutions that connect people, places and things with trusted identity.

SUBSCRIBE TODAY AND SAVE $100 FOR A LIMITED TIME

AdAge.com/WinWithDatacenter

PRESENTED BY

JUNE 26, 2017

SPONSORED BY

FACT PACK

2017

LEADING NATIONALADVERTISERS

8/7/17 12:14 PMAA013805.indd

AA013811.indd 1 8/9/17 11:23 AM

Documents

need A Partner? Look No Further. - Advertising Agegaia.adage.com/images/bin/pdf/HispanicFactPack2017web.pdf · LookBook is the ﬁ rst directory of its kind designed to help marketers