July 1st, 2014 By Jack Morton
Dish, ESPN, Hyundai and others are mainstreaming their Hispanic marketing campaigns instead of purely using Spanish language advertising on Spanish language TV networks, radio stations, etc. Why, you might ask? In part because of the World Cup, but that’s not the whole story.
Today, there is high crossover appeal for general market TV ads run in English and Spanish. Hispanic consumers aren’t just watching Spanish language television, and appreciate seeing bilingual ads on mainstream channels. Also, millennial consumers are multicultural and respond better to advertising when it reflects the world around them.
This shift toward mainstreaming Hispanic marketing also coincides with large population and spending growth among Hispanic Americans. Hispanics now make up 17% of the US population and spend around 1.3 trillion dollars every year. This new bilingual marketing effort allows advertisers to speak to them through multiple vehicles. For example, Dish Network blended English and Hispanic marketing by producing an ad that combined both languages into a single execution.