Join Forces with Top Brands at Portada Live, NYC, Sept, 19, 2024!

Research: The most engaging TV Ad Campaigns for Hispanic Audiences

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".

Content

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)


If the image above does not go to video, please click HERE

 

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.


If the image above does not go to video, please click HERE 

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


If the image above does not go to video, please click HERE

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:


If the image above does not go to video, please click 
HERE

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


If the image above does not go to video, please click HERE

McDonalds emphasized value:


If the image above does not go to video, please click HERE:  

T-Mobile focused on the quality of their network:


If the image above does not go to video, please click HERE

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:


If the image above does not go to video, please click HERE

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. 

 

Popular Now

Boost Your Sales

Who is Moving Now

The Latest

Get our e-letters packed with news and intelligence!