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Dieste, Harmel & Partners developed five of the top 10 ads ranked as most effective in engaging Spanish-language TV audiences, according to the first Hispanic ad evaluation research developed by IAG Research.
The new continuous syndicated service, initiated at the urging of general market clients seeking to compare the effectiveness of Spanish vs. English-language ads, strongly suggests that Spanish-speaking Hispanics prefer the ads broadcast on Spanish-language TV. The IAG service measures viewer response to the programming as well as the recall and likeability of the ads. The data released covers the time period from August to December 2007.
Spots developed by Dieste on behalf of PepsiCo.’s Pepsi and Sierra Mist brands placed three times on the inaugural shortlist. One of the Sierra Mist ads was ranked #3 on the list. Ads for Clorox and Glad round out the five from Dieste.
“Our agency is very excited about this new measurement because it can quantify the effectiveness of what we understand connects the best with Hispanic audiences,” said Aldo Quevedo, president of Dieste. “Having 5 of our ads in the top 10 list is great validation from consumers that working together with clients to deliver high-caliber creative yet effective ads yields results.”
"This research is important because it demonstrates that brands can effectively engage the Hispanic viewer through compelling Spanish-language advertising," said Frank Cooper, Vice President of Marketing for Pepsi-Cola North America. "Although Sierra Mist and Pepsi have strong connections to the Hispanic market, we never take that connection for granted and consistently strive to push our advertising to new boundaries to deepen our relationship with the Hispanic market."
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