MERCADEO Versión en español
Viva La Audiencia: A study that shows how Latinos look at advertising
Patricia Molina| 28 de agosto de 2013
Gráfico explicativo de Ace Metrix
Viva La Audiencia: Maximizing Spanish Language Television Advertising Effectiveness is the name of a white paper published recently by the researcher and advertising analytics provider Ace Metrix, which describes how Latinos look at advertising.The companys executive VP of marketing, Jonathan Symonds, says that we are in a pretty unique place to look at the creative keys for this audience as we measure both Spanish and English language TV ads (often we measure the same ad in both mediums) and do so with a survey that is conducted in both English and Spanish. The white paper indicates that Hispanics living in the United States are more receptive to TV advertising both in English and Spanish but says that the ads in Spanish are more effective. At the same time, Viva La Audiencia says that advertisements about food and household articles that are focused on the family are among the favorites of Latinos living in the U.S.Ads in both languages influence women more than men, both among Hispanics and non-Hispanics, though Ace Metrix says that advertisements in Spanish work 50 percent better with women than with men.Ace Metrix notes that advertising campaigns that are similar and that deal with the same subject both in English and in Spanish get better results than those created solely for the Hispanic market though the research firm also observes that personalizing ads and making them more culturally relevant for the Hispanic market in the U.S. produces benefits for the marketing company, since consumers feel more identified with the advertising.
