Hispanic media spending grew by 8.4% to $6.8B in '10, compared to 6.5% for all U.S. media, according to data from Ad Age's eighth annual Hispanic Fact Pack. Among the 50 largest Hispanic media advertisers, 38 increased their ad spend last year. The top three -- Procter & Gamble, Verizon and AT&T -- increased their '10 budgets by 23.8%, 18.7% and 29.6%, respectively. Among the top 25 spenders, Mars Inc. had the biggest increase (+70.2%), while Unilever saw the biggest drop (-16.5%). Listed below are the top 25 Hispanic media advertisers from '10. Ad spending across U.S. media includes Spanish-language broadcast and cable TV networks, Spanish-language magazines/newspapers, Spanish language spot TV and Spanish-language websites (THE DAILY).
| TOP 25 LARGEST AD SPENDERS IN HISPANIC MEDIA IN '10 |
| RANK | COMPANY | '10 | '09 | % +/- |
| 1 | Procter & Gamble | $197.7M | $159.6M | 23.8% |
| 2 | Verizon | $138.0M | $116.2M | 18.7% |
| 3 | AT&T | $132.1M | $101.9M | 29.6% |
| 4 | DirecTV | $128.9M | $133.4M | -3.4% |
| 5 | McDonald's | $117.3M | $102.2M | 14.7% |
| 6 | GM | $102.5M | $79.1M | 29.5% |
| 7 | Univision | $100.5M | $97.3M | 3.3% |
| 8 | Lexicon Marketing Group | $98.6M | $103.2M | -4.4% |
| 9 | General Mills | $91.9M | $71.6M | 28.2% |
| 10 | State Farm | $91.8M | $70.1M | 30.9% |
| 11 | Dish Network | $90.4M | $64.7M | 39.9% |
| 12 | Toyota | $79.9M | $63.6M | 25.7% |
| 13 | T-Mobile | $79.4M | $54.1M | 46.7% |
| 14 | Sprint | $73.5M | $64.6M | 13.8% |
| 15 | Walmart | $65.6M | $62.9M | 4.3% |
| 16 | Anheuser-Busch In-Bev | $60.7M | $46.3M | 31.3% |
| 17 | Mars Inc. | $57.6M | $33.8M | 70.2% |
| 18 | Unilever | $56.1M | $67.2M | -16.5% |
| 19 | Sears | $53.9M | $57.6M | -6.4% |
| 20 | Comcast/NBC Universal | $51.6M | $39.4M | 30.9% |
| 21 | L'Oreal | $50.4M | $42.7M | 18.1% |
| 22 | SABMiller | $48.0M | $45.3M | 6.1% |
| 23 | Grupo Televisa | $47.5M | $53.0M | -10.3% |
| 24 | J.C. Penney | $45.9M | $42.1M | 9.0% |
| 25 | Allstate | $43.3M | $34.7M | 25.0% |
