Interep: Hispanics Respond to Commercials in Spanish - Radio World

Interep: Hispanics Respond to Commercials in Spanish

Interep: Hispanics Respond to Commercials in Spanish
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The Hispanic market keeps getting stronger, according to Interep.
"Buying power within the U.S. Hispanic population has increased over the past 13 years by 215%, currently totaling $653 billion," the ad sales and marketing firm states, summarizing a report from the Selig Center for Economic Growth. "It is expected to rise another 42% in the next 5 years."
According to the 2002 Yankelovich Hispanic Monitor, 71% of U.S. Hispanics said that they are more inclined to buy brands that specifically target them.
"Today there are eight times more Hispanic radio stations than 20 years ago," Interep reports. Among the findings:
- 50% of U.S. Hispanics speak Spanish all or most of the time; 88% speak Spanish at least some of the time;
- Commercials in Spanish are 61% more effective at increasing awareness than those in English; and
- Commercials in Spanish are 57% more likely to be recalled than those in English; commercials in Spanish are 4.5 times more persuasive than those in English.

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