REPORT: Maximizing Spanish Language Television Advertising Effectiveness

 

Ace Metrix today released a white paper that looks at how Latinos view advertising. Entitled “VIVA LA AUDIENCIA: Maximizing Spanish Language Television Advertising Effectiveness,” the complete paper can be downloaded here, and a recap of findings can be found below.

Jonathan Symonds, EVP of Marketing for Ace Metrix commented: “While the demographic numbers are well documented and well understood, very little is known about how Latinos consume television advertising. Adding to that uncertainty is the spectrum of acculturation. 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 and do so with a survey that is conducted in both English and Spanish.”
Key findings within VIVA LA AUDENCIA include:

1) US Hispanics are more positively inclined toward TV advertising.

On average, Hispanics (both acculturated and un-acculturated) rate TV ads more positively in both English and Spanish. In addition, when comparing identical ad executions in both English and Spanish, the Spanish language ads were more effective.

Take a look at this graph showing Ace Scores for different groups:

2) Food and Household goods are top categories for Spanish language ads.

Ratings for Casual Dining, Household Goods, Quick Serve Restaurants and Packaged Goods ads were the highest. Focus on family meals and home make these categories particularly attractive to US Hispanics.

3) Spanish language ads perform better among women

For English language ads, both Hispanic and non-Hispanic women, on average, rate ads more highly than men. However, among Spanish language ads the average Ace Score for women is 50 points higher than it is for men.

4) Translation can work

On average, Spanish language ads that were identical to English language ads, except for translation/voiceover, performed better than ads that were similar to English language ads but customized for the Hispanic market. Marketers can quickly and easily test translated ads before release. While there are several examples in the paper – here is one:

Honda “More Happiness”

Honda’s “More Happiness” has a similar theme but different execution in Spanish and English. In the English language version, a meddling mother thanks Honda for helping out her son (while not so subtly noting that he is single). In the Spanish language version, the messaging is identical about the blue-tooth, rearview mirror and pricing. However, the Spanish language execution also features a family get together on New Year’s eve. Our protagonist forgets to bring Rompope (a traditional new years’ drink) to his in-laws for the celebration and uses his Honda to go pick some up.

By customizing this ad for the US Hispanic market, Honda achieved an Ace Score 18 percent higher than the English language version (607 vs. 518).

Key Takeaway: Leverage key insights about US Hispanic values and lifestyles when customizing ads for the Spanish language market.