Hispanic Market
Providing Advertising Planning, Media Buying, and Web Design for Businesses.
Houston, Texas
Copyright © Vision Advertising & Marketing 2011
Habla usted español?
Language is one of the most obvious examples of this phenomenon. Spanish is likely to remain the language of preference among U.S. Latinos. In fact, Univision is now the #5 network in the United States, behind ABC, NBC, CBS and Fox.
When asked about advertising effectiveness, 38% of Hispanics surveyed found English language ads less effective than Spanish ads in terms of recall and 70% less effective than Spanish ads in terms of persuasion. Many younger and acculturated Latinos mix languages into a form of "Spanglish," in which they speak English peppered with Spanish words. But when it comes to selling, 56% of Latino adults respond best to advertising when it is presented in Spanish.
Communication Channels for U.S. Hispanics:
Research shows that while Hispanics consume every type of media, they do seem to have a special attraction to television and radio. Nevertheless, the air-time used to identify a product or service at an in-depth level is typically too brief and too incomplete to be effective, thus the "sale" will not be closed. However, the combination of direct mail, broadcast and print makes it possible for the Hispanic consumer to obtain additional information and "close the sale" -- with each medium contributing to the total communication story.
Television:
The visual confirmations provided in television advertising are extremely important, especially so for Spanish-dominant Hispanics. 49% of U.S. Hispanics who watch television during prime-time hours, watch Spanish language programming. 40% of Spanish-dominant Hispanics regularly watch English-language programming. 30% of English-dominant Hispanics regularly watch Spanish programming.
Radio:
Radio is a proven, effective medium in targeting Hispanics. The most unique aspect of Spanish-language radio stations is the time spent listening. The Hispanic population often listens to the radio all day. The entire family may listen to one station and tune in, on average, 26 - 30 hours per week. This ranks more than 13% above the general population.
Print:
Minority newspapers are an inseparable part of the local minority community. They deliver what no mass medium can -- news that is specifically geared to the needs and concerns of individual minority communities. Newspaper readership skews to Adult 34-54 age group with an average House Hold Income of $40,000 plus.