Spanish-Language Video ads significantly increase Purchase Intent among Hispanics

In a comprehensive study, NBCUniversal, MAGNA and the IPG Media Lab find that video ads created for the Total Market fall short among most Hispanics, but ads that leverage a language connection first, drive brand growth.

Total Market Fallacy: Using In-Culture Marketing To Drive Your Growth With Hispanics uncovers a wide disparity between the impact generated by CultureFirst™ advertising, which is customized for specific cultural groups – in this case, Hispanics – and the comparatively low effectiveness achieved by Total Market advertising, which refers to English-only, mainstream ads aimed at broad audiences.

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