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Nielsen Research: Family and bilingualism are the ad topics that resonate most in the Hispanic community
Manuela Walfenzao| 31 de agosto de 2015
La familia es un concepto poderoso para llegar a la audiencia latina
Family, bilingualism and mobile banking are some of the topics shared between the ten TV ads that the Hispanic market truly connects with, according to a study by Nielsen.The study was based upon the top ten most popular ads in Spanish among Latinos, that appeared in the first half of 2015. All have similar topics, but mobile banking, use of bilingual dialogues and strong emotions related with family ties were the most relevant.The Hispanic community in the US has spent US$1,4 trillion which is why advertisers develop increasingly more campaigns in Spanish. Among the top ten ads are two pieces from the online/mobile international money transfer service, Xoom.com. Wells Fargo is also among the most popular, with a commercial featuring its mobile banking application. Hispanics are great users of mobile banking, 41% uses this service, versus 36% of North American non-Hispanic users, and are also enthusiastic about digital platforms and rapidly adopt new technologies, which results in higher use of mobile devices for shopping.The study revealed that the incorporation of bilingual content (messages including both English and Spanish) also favorably affects how ads resonate with bilingual Millennials.Kraft, St Judes and Payless ads made the list, and they all have in common the depiction of family and leveraging of emotions as their main speech. Some also include humor. Family, in particular, resonates highly among the Hispanic audience.
