Hispanic Advertising

Hispanic Internet Marketing is not the only advertising segment on an uptrend. According to Media Daily News, Spanish-language TV advertising posted a slim 3% gain in 2008 versus 2007, per a new Nielsen study, which was about average across how other media performed a year ago.Looking at the top 10 categories, however, TV advertising among Spanish-language TV programmers performed much better: an 8% gain to $2.906.1 billion. Of the bigger categories, pharmaceuticals posted a 32% gain to $663.4 million, which took the lead as the biggest TV ad group over a fast-declining automotive segment. Direct-response advertising also turned upward, 21% to $218 million. Satellite communication services rose 124% to $135.7 million.

But Spanish-language TV programmers were not immune from overall TV marketer issues. For example, automotive spending was down 20% to $530.1 million. Automotive dealers were down as well — 25% — to $126.9 million. Nielsen says the dollar shift followed a similar rise in audience size for Univision and Telemundo. Both networks gained 11% in viewers versus 2007, and had a 6% rise among adult 18-49 prime-time viewers.

More helpful is that TV commercials are continuing to be developed specifically for Spanish-language television. The media research company says commercials targeting the Hispanic market on average outperform those that are translated from general market TV spots — with 16% higher brand recall results and 22% better message recall. Overall, Spanish-language TV ads achieved a 35% brand recall score versus 27% for English-language ads.

Have your Hispanic focused TV Ad reviewed by Hispanic Advertising consultant Elvis Arias before it airs ensuring proper language and keyword use.

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