Today’s growing US Hispanic market is a fascinating place. On the one hand, traditional values abound, on the other, we find a dynamic and tech-savvy segment of the population. While the demographic numbers are well documented and well understood, very little is known about how Latinos consume television advertising. Adding to that uncertainty is the spectrum of acculturation.
At Ace Metrix we have the largest database of television advertising creative effectiveness data anywhere and over the last two years have built an equally impressive database of Spanish language advertising. We took both databases and looked at how Latinos view advertising – in both English and in Spanish.