Brand owners are no stranger to the rapidly growing U.S. Hispanic market. With a population of 57 million people and over $1.3 trillion in spending power, it’s hard to ignore the opportunity. Nielsen estimates that about 83% of U.S. adults in Hispanic TV households (persons 18+) speak some level of Spanish in the home, with 27% speaking only Spanish and 57% speaking both languages in the home. So it goes without saying that today’s go-to-market strategies would be well-served by including Spanish language advertising if they aim to reach and engage a considerable portion of the U.S. Hispanic population.
Despite the spending power and growth of this group, many brand owners remain cautious in their spending to engage this group because of the challenges associated with realizing returns and the cultural intelligence required to succeed. Winning with Spanish-speaking consumers (including both Spanish dominant and bilingual) can often feel like you need to pitch a perfect game.
At Nielsen, we analyze the return on investment (ROI) across thousands of brands every year through our marketing mix models, and we’ve seen a wide variety of ROI results among Spanish TV advertising efforts. And the good news is that driving strong ROI from Spanish-language advertising is obtainable, and our research points to some key tips that can help advertisers achieve strong outcomes more consistently.