GENERAL MOTORS BOOSTS HISPANIC AD SPENDING
Move Follows Market Share Increase After Last Campaigns
By Jean Halliday

As marketers rethink what proportion of their ad budgets to devote to the Hispanic market, General Motors Corp. is boosting its Hispanic ad spending in 2004 as earlier increases show results.

GM shifted ad spending from elsewhere to beef up its Hispanic campaigns.

The auto giant spent 17% of its total ad budget in Hispanic media in the first quarter of 2004 vs. 13% in the fourth quarter of 2003, said Sonia Green, executive director of Hispanic marketing at GM. She expects the year-over-year spikes to continue through 2004.

Reallocating funds
The money was reallocated, she added, declining to say from where or to give specific spending figures.

For 2003 as a whole, the carmaker spent 5% of its ad budget in Hispanic TV and print, ranking GM as the third-biggest marketer to Latinos after Procter & Gamble Co. and Sears, Roebuck & Co., according to an analysis by Santiago Solutions Group.

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