However,when bilingual Latinos watch English-language TV, ad recall and likeability drop by more than 20% and 30% on average compared to Spanish-language media, according to a study by Nielsen AIG. In addition, reach across the Hispanic population is lower in general market TV, covering 38% of all Hispanics over one month (instead of 50% in Spanish media), and among Spanish-dominant Hispanics the reach is 20% instead of 80%!

Given such striking differences, what is the right model for advertising to Hispanics? We recognize that some translated ads can be successful in Spanish media, and that English ads in the general market media can also catch their attention.

 

Sounding Off: Tony D´Andrea “Originality and Transculturation beyond Translation” – Portada.

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