SPANISH-LANGUAGE VIDEO ADS SIGNIFICANTLY INCREASE PURCHASE INTENT AMONG HISPANICS, ACCORDING TO NEW STUDY

 

In a comprehensive study, NBCUniversal, MAGNA and the IPG Media Lab find that video ads created for the Total Market fall short among most Hispanics, but ads that leverage a language connection first, drive brand growth.

 

Total Market Fallacy: Using In-Culture Marketing To Drive Your Growth With Hispanics uncovers a wide disparity between the impact generated by CultureFirst™ advertising, which is customized for specific cultural groups – in this case, Hispanics – and the comparatively low effectiveness achieved by Total Market advertising, which refers to English-only, mainstream ads aimed at broad audiences.

 

ONE SIZE DOES NOT FIT ALL

 

KEY TAKEAWAYS

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Source: NBCUniversal and MAGNA Study, March 2018

#1

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Source: NBCUniversal and MAGNA Study, March 2018

#2

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Source: NBCUniversal and MAGNA Study, March 2018

#3

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Source: NBCUniversal and MAGNA Study, March 2018

#4

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Source: NBCUniversal and MAGNA Study, March 2018
Culture/Heritage
ELTV: 1st Generation n=71, 2nd Generation n=163, 3rd Generation n=175
SLTV: 1st Generation n=105, 2nd Generation n=155, 3rd Generation n=60

For more on the study, check out MediaPost’s article HERE, and remember to return to the Together Site in the coming weeks for the full study.