Mónica Gil of Nielsen: A multipronged approach is required to reach all Hispanics

Hispanics are a key demographic to watch, especially in a presidential election year, according to the Nielsen report called: From the Ballot Box to the Grocery Store: A 2016 Perspective on Growing Hispanic Influence in America. “There is no general solution to reach all Hispanics; a multipronged approach is required. We are diverse, we speak two languages and we understand what’s going on around us. Whether it is a marketing campaign or a political one, understanding the nuances that exist between generations, gender, income levels and other demographic factors can make all the difference in winning Hispanics” said Mónica Gil, SVP and General Manager, Multicultural Growth and Strategy at Nielsen. The report highlights the powerful impact of the explosive Hispanic population growth, prominence, and buying power, as well as their growing clout as a rapidly growing part of the American electorate. “Nielsen has a rich history as a champion and leader in multicultural insights in audience measurement” said Luis A. Miranda, Jr., Co-Chair, Nielsen Hispanic Latino External Advisory Council. Among the relevant report’s highlights are: Hispanic buying power rose to $1.3 trillion in 2015, and that 58% of U.S. Hispanics 18-34 are bilingual, so advertising in both English and Spanish is important to reach younger Hispanics.