Feliz Navidad

Hope everyone has a wonderful Christmas. For those that celebrate it, that is. I'll be off and unlikely posting unless something comes at me of importance.

In the meantime, here is an article on the secularization of Christmas in Hispanic Business Magazine.

May the New Year also bring you many blessings and prosperity.

Energizer going and going in Hispanic market

Energizer is using Elvis Crespo with the famed bunny in a new campaign for the Hispanic market, according to an article in Trading Markets. The integrated campaign feature a website www.sigueysigue.com (going and going), uses MySpace and YouTube, and was launched during the Latin Grammys.

According to the article, Energizer has been advertising to the Hispanic market for years, but, Spanish-language marketing has been a relatively small part of the company's budget. Energizer spent $1.4 million in the first six months of the year, or 6.8% of its overall spend, on Spanish-language TV broadcasts and other media, according to TNS Media Intelligence.

Batanga rates largest Hispanic market audience

With more than 3.4 million unique visitors in November, Batanga has the largest audience in the Hispanic market, according to November results released by ComScore.

Univision.com was second with less than 2.5 million followed by AOL Latino at slightly more than 1.5 million.

Batanga's popularity is not escaping Democratic candidates. Barrak Obama has a Batanga profile page and Hillary's campaign says hers will be up by year's end.

Top advertisers in 2007

Hispanic Business Magazine's December issue lists the top 100 Hispanic advertisers.

Here is the top 15:

1. BROADCASTING MEDIA PARTNERS INC -- $210,018,960
2. PROCTER & GAMBLE CO -- $173,541,141
3. LEXICON MARKETING CORP -- $146,294,697
4. AT&T INC -- $107,557,434
5. GENERAL MOTORS CORP -- $102,041,403
6. US GOVERNMENT -- $98,607,400
7. MCDONALDS CORP -- $94,198,981
8. SEARS HOLDINGS CORP -- $86,206,062
9. FORD MOTOR CO -- $85,722,610
10. JOHNSON & JOHNSON -- $82,264,852
11. VERIZON COMMUNICATIONS INC -- $82,099,469
12. TOYOTA MOTOR CORP -- $81,813,323
13. CERBERUS CAPITAL MANAGEMENT LP -- $67,120,211
14. WALT DISNEY CO -- $64,640,205
15. WAL-MART STORES INC -- $64,154,285

Hispanics among marketer's top 2008 priorities

Brandweek is reporting on the “Top Marketing Trends for 2008” survey by the Marketing Executives Networking Group, consisting of 1,700 members at the VP-level or above, that shows marketer's priorities for 2008.

Baby Boomers are still #1 with 88% but Hispanics are second -- tied at 86% with Generation Xers. This is followed by women at 85% and Generation Yers at 84%.