Restaurant Advertising Dollars Spent On Luring Latinos Soared From 2010 To 2014

HISPANIC-OWNED BUSINESSESphoto:  www.spundge.com

• Advertising spend data including over 340K parent companies was collected by Nielsen Monitor Plus in English and Spanish/Bilingual media. This data was analyzed by Santiago Solutions Group for AHAA. SSG divided companies into 5 Tiers according to the percent allocation to Spanish Media corresponding to previous AHAA Ad Spend Allocation reports.  Best-in-Class (more than 14.2%)  Leaders (6.4%-14.2%)  Followers (3.6%-6.3%)  Laggards (1.0%-3.5%)  On-The-Sidelines (Less than 1%)
• Moreover, SSG also segmented the Top 500 Overall Spending (English + Spanish) Companies. This was done for Multiple years 2010-2014, thus permitting the analysis of trends in the marketplace.
Hispanic Share of AdSpend Soared to 8.5% in 2014. Top 500 Advertisers Increased Hispanic Media Spend by $3Bn or 61% vs. only $1.5Bn or 2% in English AdSpend 3
• While overall ad spend among the top 500 advertisers increased by 5% from $79.0Bn to $83.1Bn from 2010 to 2014, marketers  made a steep increase in Hispanic Ad Spend, jumping 61% from $4.4Bn to $7.1Bn.
• Hispanic allocation jumped to 8.5% of all US top 500 marketers ad spend from 5.5% in 2010.
• English Media Ad Spend increased by 2% from $74.6Bn in 2010 to $76.0Bn in 2014
• The English share of ad spend among the top 500 US marketers is down to 91.5% in 2014 from 94.5% in 2010.
Aggregate Hispanic AdSpend By Restaurants Increased 68%, Allocation jumped 3.5% points, & the Average Restaurant Company Hispanic Dedicated AdSpend increased to $2.1M.
• While overall ad spend among the top 500 advertisers increased by 5% from $79.0Bn to $83.1Bn from 2010 to 2014, marketers made a steep increase in Hispanic Ad Spend, jumping 61% from $4.4Bn to $7.1Bn.
To read the full story:  http://www.ahaa.org/Portals/0/Market%20Research/Budget%20Alignment/Restaurant%20Cat%20AdSpend%20Analysis-Final_public.pdf

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