Advertisers Should Target Hispanics With...?

  • by December 8, 2000
It seems logical that critical segments within the Hispanic population are more receptive to Spanish language advertising, according to Simmons' recently released 2000 Hispanic Study.

"The Hispanic population is estimated to soar to more than 33 million by the year 2001, and their spending power expected to surpass $450 billion.* Marketers cannot afford to overlook this highly profitable segment," said Chris Wilson, President of Simmons.

"Tailoring campaigns to meet the varying needs of this market is crucial, and with Simmons Hispanic Study, advertisers can best understand the Hispanic market at large, in terms of media habits, preferences, and product and service usage."

According to the study, 50% of Hispanics say they remember more about an advertisement if it is in Spanish. Hispanics living in Houston and Miami are 24% and 20%, respectively, more likely to agree to having greater retention when it comes to Spanish language advertising.

Additionally, one in three Hispanics believe that Spanish language advertising provides the best source of information for making purchasing decisions. A whopping 42% of Cuban Hispanics support this concept.

Moreover, almost half (47%) of all Hispanics say they are loyal to companies who advertise in Spanish.

As far as media preferences, Simmons found that more than half of all Hispanics (57%) say they rely on TV to keep informed. Over 40% rely on radio. Puerto Ricans favor magazines as their main information source while Cubans favor TV.

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