|
 While
traditionally Spanish-language advertising was used to reach
Hispanics, new data indicate second- and third-generation
Hispanics tend to favor English.
| "The shift in language preference is forcing
advertisers to look beyond the monolinguistic and
homogeneous stereotypes of Hispanic consumers." |
Advertisers' efforts to reach
Hispanic consumers are becoming more targeted, and language is a
major factor, according to a new U.S. Hispanic Media Market:
Projections to 2010 report issued by
HispanTelligence, the research division of Hispanic Business
Inc.
Advertisers spent more than $3.3 billion to market products to
U.S. Hispanics in 2005, a 6.8 percent increase from 2004.
While traditionally Spanish-language advertising was used to
reach Hispanics, new data indicate second- and third-generation
Hispanics tend to favor English.
As a result, ad spending growth in some sectors of the U.S.
Hispanic market is slowing as advertisers debate which Hispanic
demographic to target.
"The shift in language preference is forcing advertisers to look
beyond the monolinguistic and homogeneous stereotypes of
Hispanic consumers," states Juan Solana, Chief Economist at
HispanTelligence. "Advertisers are becoming more aware of the
complexity of this demographic and are refining their messaging
to ensure relevance."
|
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