Hispanic Advertising Takes An Ironically Digital Direction

There’s a strong digital theme in many of today’s Spanish television ads, according to MediaPost.com. More and more Hispanic ads are highlighting the digital lifestyle comprised of surfing the Internet, checking mobile phones and connecting to social media sites. This is perfectly in sync with extensive behavioral data that show how Hispanics are heavy users of digital media. The irony is that 92.5 percent of Hispanic media dollars still go toward traditional, non-digital media.

Some analysts assume the reason for this contradiction is that Spanish television delivers larger U.S. Hispanic audiences, without overlap with the general market, than any other medium. A more cynical view is that Hispanic advertising agencies and production companies consider large-scale television ads to be much more profitable than relatively inexpensive digital channels. For now, this media paradox remains as digital media continues to play a starring role in Hispanic television advertising.


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