Key Attitudinal Differences Between Spanish & English TV Advertising Audiences.
April 3, 2004
A survey by Simmons Market Research Bureau offers intriguing new information on the television advertising preferences of the growing Hispanic market. Supporting findings from a recently released Univision study about Spanish- and English-language TV viewers, the Fall 2003 Simmons National Consumer Study offers critical new insights into Spanish viewers’ more positive attitudes toward TV advertising.
Among the findings regarding Hispanic Spanish-language TV viewers:
More Positive About Advertising Overall
Hispanic Spanish TV viewers have a more positive view of advertising and are more likely to feel it offers value, compared to English TV viewing audiences (non-Hispanic and Hispanic):
Hispanic Spanish TV viewers are less likely to say they don’t like advertising
* 37% less likely than non-Hispanic, English viewers
* 16% less likely than Hispanic English-only viewers
Hispanic Spanish TV viewers are less likely to find advertising to be a waste of time
* 26% less likely than non-Hispanic, English viewers
* 10% less likely than Hispanic English-only viewers
More Receptive to TV Commercials
Lower “Annoyance” Factor – Hispanic Spanish TV viewers are less likely to feel that TV advertising is annoying
* 36% less likely than non-Hispanic, English viewers
* 29% less likely than Hispanic English-only viewers
More Faith in the Message – Hispanic Spanish TV viewers are 26% less likely than non-Hispanic, English viewers to agree that TV advertising is “devious” or misleading
Interesting Enough to Talk About – Spanish TV viewers are more likely to find TV advertising interesting and a frequent topic of discussion
*30% more likely than non-Hispanic, English viewers
*44% more likely than Hispanic English-only viewers
More Likely to Watch/More Involved – Spanish TV viewers are less likely to avoid TV commercials, and to do so purposely by either muting the TV or changing the channel during commercials
Avoid watching commercials
* 29% less likely than non-Hispanic, English viewers
* 15% less likely than Hispanic English-only viewers
Mute television during commercials
* 21% less likely than non-Hispanic, English viewers
* 31% less likely than Hispanic English-only viewers
Change channels during commercials
* 25% less likely than non-Hispanic, English viewers
* 30% less likely than Hispanic English-only viewers
Purchasing More Likely to Be Influenced by Advertising
Hispanic Spanish TV viewers are more likely to remember advertised products while shopping
* 17% more likely than non-Hispanic, English viewers
* 19% more likely than Hispanic English-only viewers
More likely to claim advertising impacts product purchases for kids
* 45% more likely than non-Hispanic, English viewers
* 15% more likely than Hispanic English-only viewers
“Although the marketing community has come far in understanding the Hispanic market, it has yet to explore many areas of behavior, attitude and lifestyle,” says Guadalupe Sierra, Brand Manager for Simmons’ Hispanic Products. “These new National Consumer Study findings reflect how the right research tools can help companies identify some of the untapped and unique marketing opportunities among Hispanic consumers.”
