Today, 36% of U.S. Hispanic adults are bilingual. This has 25% who largely use English and also 38% who mainly usage Spanish. Even among those that generally soptimal English, over fifty percent consider themselves bilingual.1
Yet still, many type of marketers are under the impression that all consumers can be reached through the exact same ad artistic and message. They think that incorporating social elements into their ad campaigns--including language--doesn’t fundamentally relocate the needle on exactly how a brand also is regarded in the market and among a multicultural audience. (Discover even more around the current state of multicultural advertising right here.)
But for Hispanic-Americans, who currently comprise the biggest minority team in the UNITED STATE, we need to realize that they embrace not simply a blfinishing of cultures, but likewise of languages as they toggle between Spanish and English throughout their day-to-day tasks. In reality, it’s their dynamic use of language that compels marketers to constantly reassess one, time-worn question: “Should my brand also advertise to Hispanics in Spanish or English?”
The correct answer to this question depends on several important factors, choose demographics, location, sector and also conmessage. But whether a brand also decides to use Spanish or English in their ads, it’s important to save in mind that there’s another global method of getting to and also resonating with this audience: society.
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Culture plays a critical duty in the lives of Hispanic consumers--something we’ve noticed first-hand also at Pandora. In fact, we created our high-percreating Hispanic targeting segments (“Spanish Preferred” and “Hispanic Bilingual”) by observing music listening behavior. Based on the percentage of time a listener spends listening to Spanish music, we can make a specific approximation of exactly how much they favor one language over an additional. This level of understanding permits us to assist our brand also partners serve ads and also experiences to Hispanic listeners that resonate through them on a deeper and also more emotional level.
To date, campaign performance and anecdotal feedback has proven our targeting methodology. But to more accurately quantify the language preferences of Hispanic-Americans, we necessary to test Spanish and English ad imaginative side-by-side.
In December 2016, Pandora conducted a robust user examine of over 1,000 Hispanic Pandora listeners to determine whether ads served in Spanish or English were more efficient at driving brand also affinity and purchase intent. The selected listeners qualified if they’d provided Pandora within the last 3 months, were at leastern 18-years-old at the moment of registration, and exhibited listening habits in the previous month that aligned through our Spanish Preferred or Hispanic Bilingual audience segments.
During the research, participants were randomly presented with a Spanish or English version of an ad, through a total of three pairs of ads tested. Differences ranged from a straight language translation to ads via cultural cues or in-culture adaptations, which encompass the usage of Hispanic music, voices, themes and also images. The listeners were then asked a series of concerns about exactly how much they chosen the ad and also felt the message was appropriate to them, in addition to their intent to purchase the advertised product.
According to Keri Degroote, Pandora’s Vice President of Research and also Analytics at Pandora, “We hypothesized that Spanish ads, especially those displaying strong social cues and also nuances, would resonate better than basic market versions of the very same ad. We were eager to conduct this study and also excited by what it told us about the power of language and also society in declaring.”
What We Learned
While we found that many Hispanic listeners displayed a choice for Spanish ad creative, the influence of language on purchase intent relied on whether the listener was generally a Spanish speaker, or not. The inclusion of cultural aspects, yet, appeared to have actually the best result on just how well the ad engaged and resonated through a Hispanic audience.
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Spanish Preferred and Hispanic Bilingual listeners display a higher affinity for ad creative featuring social cues.
Source:1 Pew Research Center, 2013 National Survey of Latinos, “A majority of English-speaking Hispanics in the U.S. are bilingual,” March 2015