8/16/13
Hispanic Americans are more receptive to advertising than non-Hispanics, according to Ace Metrix. U.S. Hispanics rated English-language TV ads an average of 603 on a scale of 1 to 950 (using Ace’s proprietary ad rating system); non-Hispanics rated the same ads an average of 524. Spanish-speaking Hispanics rate Spanish-language ads even higher-an average of 626.
Hispanics are significantly more likely than non-Hispanics to rate English-language ads for personal care products, packaged foods, household products, alcohol, and automotive products. Hispanics and non-Hispanics rate English-language ads for financial services about equally. In most product categories, Hispanics rate Spanish-language ads more highly than English-language ads, but they rate Spanish-language ads for alcoholic beverages less highly than for these products in English.
The Ace Metrix ad ratings system measures a variety of factors that can be grouped into two primary areas: persuasion and watchability. Persuasion includes factors such as the ad’s ability to attract and hold the viewer’s attention, its relevance to the viewer, and the extent to which it generates interest in purchasing the product. Watchability measures how likely the viewer is to watch an ad when it interrupts a program or when he or she comes upon it while channel surfing.
Hispanics tend to pay about equal attention to ads in English or Spanish and to express equal levels of interest in acquiring products in ads in English or Spanish. For most other aspects of measurement, Spanish-language ads generate more positive ad response than English-language ads.
For example, Spanish-language ads score an average of 658 in watchability among Hispanics, while English-language ads score 624. Spanish-language ads receive a relevance score of 640, compared to 626 for English-language ads. In general, Hispanics score ads more highly on all measures than non-Hispanics do. Hispanic women rate Spanish-language ads more highly than Hispanic men do, and low-income Hispanics rate ads more highly than high-income Hispanics do.
SOURCE: “Viva La Audiencia: Maximizing Spanish Language Television Advertising Effectiveness,” June 2013, Ace Metrix, Jonathan Symonds, EVP Marketing, 2115 Landings Dr., Mountain View, CA 94043; 800-279-7984; www.acemetrix.com. Price: Contact for information.
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