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.

在尼尔森，我们每年都会通过营销组合模型分析数千个品牌的投资回报率（ROI）。好消息是，从西班牙语广告中获得丰厚的投资回报是可以实现的，我们的研究指出了一些关键技巧，可以帮助广告商更稳定地获得丰厚的回报。

The Opportunity is Tremendous