Ad spending in one segment was the bright spot in an otherwise dark picture during the first quarter. Media Life magazine reports that Hispanic media defied the overall downtrend.
The report, based on data from Kantar Media, found that the media economy was off 4% in ad spending. But revenue was up for Hispanic media, rising 2.9% from a year ago to $1.7 billion, up from $1.64 billion. The figures include cable and broadcast TV, along with radio.
Kantar is not yet tracking Spanish-language digital, the report notes.
Large advertisers cut back on spending during the quarter, according to Jon Swallen, chief research officer for Kantar Media. But Swallen says the big marketers are becoming increasingly comfortable with Spanish-language advertising.
Said Swallen: “Marketing to Hispanics and multicultural marketing is a more established tool in marketers’ overall toolbox for larger advertisers. And Spanish-language media has benefited.”
Spending on network TV in Hispanic media was up 6.5% from a year earlier, to $1.15 billion.