Significant shifts in the U.S. demographic landscape combined with the rise of digital media over the last 25 years have transformed the face of marketing. Yet, for more than four decades, marketing to U.S. Hispanics has undergone little innovation, with Spanish-language television continuing to represent the bulk of U.S. Hispanic media spend. A new study conducted by The Center for Multicultural Science advances the Nativity-Based View (NBV), a new methodology which proposes that nativity is more effective than language in targeting and measuring the changing U.S. Hispanic population. The study applies this model across three business categories to measure its effectiveness.
The results of the data show that U.S. and foreign-born Hispanics are not homogeneous in what they watch on television, suggesting that Spanish-language television is not the “best way” to target U.S. Hispanics. Additionally, approximately 80% of Spanish-language television does not reach Hispanic millennials, suggesting that the NBV is a valuable planning and investment tool in targeting key segments of the Hispanic population. The paper discusses the implications of the NBV and encourages brands and advertising agencies to adopt a new tool to drive television ROI for U.S. Hispanics in the 21st century.
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