In today's Research Regular Feature our correspondent Levi Shapiro writes about the continued strength of the Hispanic TV advertising market. Particular emphasis is given to the TV campaigns with the highest recall value among Hispanics, according to Nielsen data. 

After a record TV upfront of $18.5 billion, and robust Q2 earnings from the TV holding companies, no one is talking about the "death of television" anymore.  Instead, the double digit growth in cable and digital ad sales is being explained with terms like "higher engagement" and "niche targeting". These trends helped propel the Hispanic TV advertising sector to double-digit dollar and CPM growth. It is interesting to review which campaigns had the highest engagement levels with Hispanic audiences.

According to Nielsen, the top Spanish language advertisers in the first half of the year were Procter & Gamble, AT&T, DIRECTV, McDonalds and Deutsche Telekom (T-Mobile). The leading Hispanic advertising categories were Automotive, Quick Service Restaurants, Pharmaceuticals, Wireless Telephone Services and Motion Pictures.
The winning ad, in terms of recall among Hispanics, was the Yoplait "Save Lids to Save Lives" campaign, with a Recall Index of 250. That means the campaign is 2.5x more memorable to Hispanics than the average campaign. The message blends altruism (donating 10 cents for every pink lid), continuity (13th year), and familiarity (popular Puerto Rican actress Adamari Lopez, herself a breast cancer survivor, is the spokesperson)


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The campaign with the second highest recall was Snickers, "Peanut Butter Squared", in which sharks decide which human tasted better. Facing stubbornly high unemployment  (11.3% vs 8% for whites) and foreclosure rates , Hispanic audiences would prefer to laugh.


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Nationwide Insurance also uses humor in their "Vanishing Deductible" campaign:


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The top advertiser in Hispanic-targeted media is Procter & Gamble, which spent $197.7 million last year to reach Spanish-speaking Americans, an impressive figure but still only 4 percent of its total media budget ($4.61 billion). This year, P&G launched Gain, its first dish-washing soap brand in nearly 40 years. Most importantly, for the first time ever, P&G's principal target for a national product launch was Latinas, who identified "fresh scent" as the most important buying trigger.  As a result, marketing materials emphasized the different scents- Original, Lavender, Citrus Splash and Apple Mango Tango.
AT&T, the #2 wireless carrier with 27% market share (Comscore) maintained its relationship with young Hispanic consumers through its spokesperson, Spanish singer Natalia Jimenez:


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HERE

DirecTV, the satellite broadcaster based in Los Angeles, used humor in its "Opulence, I has it" campaign:


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McDonalds emphasized value:


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T-Mobile focused on the quality of their network:


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Finally, although the campaign is from T-Mobile UK, take a look at the most memorable ad in the first half of 2011, "T-Mobile Royal Wedding", viewed nearly 25 million times online:


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This year, Spanish-language broadcasters Univision and Telemundo raked in a record $2.15 billion at the upfronts, a 9% increase. Research firm Kantar Media forecasts a double digit increase in the $4.83 billion devoted to Spanish-language TV. Even that may be inadequate. Considering  the US Hispanic population grew by 43% over the last 10 years to 50.5 million, brands like P&G, AT&T, DIRECTV, McDonalds and T-Mobile will begin pressuring agencies to allocate more than the current 4% of total TV spend for Spanish-language TV. An important first step is to understand the creative that resonates most with this audience. 

 

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7 Comments

  1. Avatar

    It would be great to see the breakout of the data specifically for the ad recall study. I would like to see the ranking of English and Spanish spots, as well as any categorizing by language preferred or % of time spent viewing English versus Spanish TV. Hopefully clients who spend money to produce and air good commercials in Spanish will generate higher recall than those who only produce English commercials that air on English TV.

  2. Avatar

    It would be great to see the breakout of the data specifically for the ad recall study. I would like to see the ranking of English and Spanish spots, as well as any categorizing by language preferred or % of time spent viewing English versus Spanish TV. Hopefully clients who spend money to produce and air good commercials in Spanish will generate higher recall than those who only produce English commercials that air on English TV.

  3. Avatar

    It would be great to see the breakout of the data specifically for the ad recall study. I would like to see the ranking of English and Spanish spots, as well as any categorizing by language preferred or % of time spent viewing English versus Spanish TV. Hopefully clients who spend money to produce and air good commercials in Spanish will generate higher recall than those who only produce English commercials that air on English TV.

  4. Avatar

    It would be great to see the breakout of the data specifically for the ad recall study. I would like to see the ranking of English and Spanish spots, as well as any categorizing by language preferred or % of time spent viewing English versus Spanish TV. Hopefully clients who spend money to produce and air good commercials in Spanish will generate higher recall than those who only produce English commercials that air on English TV.

  5. Avatar

    It would be great to see the breakout of the data specifically for the ad recall study. I would like to see the ranking of English and Spanish spots, as well as any categorizing by language preferred or % of time spent viewing English versus Spanish TV. Hopefully clients who spend money to produce and air good commercials in Spanish will generate higher recall than those who only produce English commercials that air on English TV.

  6. Avatar

    It would be great to see the breakout of the data specifically for the ad recall study. I would like to see the ranking of English and Spanish spots, as well as any categorizing by language preferred or % of time spent viewing English versus Spanish TV. Hopefully clients who spend money to produce and air good commercials in Spanish will generate higher recall than those who only produce English commercials that air on English TV.

  7. Avatar

    It would be great to see the breakout of the data specifically for the ad recall study. I would like to see the ranking of English and Spanish spots, as well as any categorizing by language preferred or % of time spent viewing English versus Spanish TV. Hopefully clients who spend money to produce and air good commercials in Spanish will generate higher recall than those who only produce English commercials that air on English TV.

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