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Efficient Advertising Through Spanish-Language Media: Insights from Nielsen Data

The consolidated reach of Spanish-language media allows brands to achieve efficiencies similar to general market advertising, but at significantly lower spend levels. In the 2012/2013 broadcast season, Hispanic adults aged 35 and older spent considerable time viewing Spanish-language TV, capturing 85% of the share among the top 3 Spanish-language networks compared to 70% for 19 English-language networks. This data highlights the effectiveness of targeting the Hispanic community through tailored media strategies. Source: The Nielsen Company.

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Efficient Advertising Through Spanish-Language Media: Insights from Nielsen Data

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  1. The consolidated, unduplicated reach of Spanish-language media allows brands to achieve efficiencies similar to GM at much lower spend levels Prime-time Shares 2012/2013 Broadcast Season Among Hispanic Adults 35+ Spanish-Language TV English-Language TV Top 3 SL Networks =85% Share 19 EL Networks =70% Share Sources: The Nielsen Company. NPM (02/11/2013-02/17/2013) Mon-Sat 8pm-11pm & Sun 7pm-11pm, Live+7. Based on a qualified audience of 6+ minutes and on the percent of each network’s primetime audience that did not watch any of the other listed networks. (English-Language networks based on the top 10 in primetime among Adults 35+ for the week). The Nielsen Company, NPM-H, Live+7, 09/24/12-02/24/13, SLN based on Mon-Sun 7p-11p and ELN based on Mon-Sat 8p-11p/Sun 7p-11p, Excludes Breakouts & Sustainers. Based on Ad-Supported Nets only.

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