Nielsen recently shared the latest insights on achieving a higher ROI in Spanish-language TV. Brands are no strangers to the rapidly growing U.S. Hispanic market. In fact, many brands already weave Spanish language into their marketing efforts and advertising. Connecting with a consumer culturally and in-language can make all the difference between breaking through the clutter or falling short.
Here are a few key takeaways you need to know from the report:
- As of 2017, the U.S. Hispanic market spending power stands at a whopping $1.3 trillion, expected to increase to $1.6 trillion in 2018. Purchasing power continues to increase and with it so do all of the opportunities for brands to engage with this segment audience.
- 83% of U.S. Hispanics (18+) speak some level of Spanish at home, while only 17% speak exclusively English. This is testament to the importance of Spanish-language advertising. Just remember to be authentic.
- Brands that spent more than $1.5 million in annual digital advertising targeting Spanish-speaking viewers received +80% more TV ROI than brands that spent less than $1.5 million on SL digital ads, per the Nielsen TV Brand Effect study. Synergy across media platforms is important.
- Do you want your ads to achieve higher memorability and likeability? The study identified five key factors that drive high creative resonance scores among Spanish-language campaigns:
- Use original Spanish content that is culturally tailored to the U.S. Hispanic market
- Include Spanish dialogue to help enhance cultural relevance
- Engage the viewer with a storyline, particularly one that highlights family bonds
- Humor never hurts, but make sure the humor is culturally relevant
- Make it relatable with characters in familiar, real-world settings
“A brand doesn’t need to have millions in revenue to be impactful. But rather than focus on short-term ROI, brands and categories that aren’t well known should set up the foundation for long-term potential. And as consumption and sales improve, so should your ROI.” -Nielsen
And lastly, you can’t compare apples to oranges. When assessing your Spanish-language campaign, avoid comparing the results to general market English-language advertising campaigns. With the uniqueness of the audience you are targeting, it is more important to make relevant comparisons and derive metrics that truly assess the impact of the Spanish-language campaign.