COPYRIGHT © 2015 NBCUNIVERSAL MEDIA, LLC. ALL RIGHTS RESERVED. CONFIDENTIAL. All concepts are subject to further development and approval by all parties. DOES LANGUAGE MATTER?
COPYRIGHT © 2015 NBCUNIVERSAL MEDIA, LLC. ALL RIGHTS RESERVED. CONFIDENTIAL. All concepts are subject to further development and approval by all parties.
DOES LANGUAGE
MATTER?
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MANDARIN #1
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SPANISH #2
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ENGLISH #3
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Sources: 2011 Language Mapper, Census.gov / Spanish is the most spoken non-English
language in U.S. homes, even among non-Hispanics, PewResearch Center, 2013
U.S. Hispanic Population
50.5 Million
37.6 million
of people in the US
speak Spanish at home
75%
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CURRENT NUMBER OF SPANISH-SPEAKERS
IN THE U.S.
Sources: 2011 Language Mapper, Census.gov / Spanish is the most spoken non-English language in U.S.
homes, even among non-Hispanics, PewResearch Center, 2013
37.6 million people in the U.S. speak
Spanish at home
(210% more than 1980)
LARGER THAN CANADA’S
TOTAL POPULATION
31.2MM
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PROJECTIONS ON SPANISH USAGE
Source: When labels don’t fit: Hispanics and their
views of identity, Pew Research Center, 2012
• The number of Spanish speakers
is expected to rise between 39
and 43 million of people.
• Even if immigration falls, U.S.
born Hispanics will speak
Spanish to keep the bonds with
their heritage.
+14% by 2020
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MOST COMMONLY SPOKEN LANGUAGE
OTHER THAN ENGLISH
Sources: U.S. Census (American Community Survey), the map comes from the digital pub, Slate.
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MOST COMMONLY SPOKEN LANGUAGE
OTHER THAN ENGLISH IN NE
Nearly 80% of NE population
Resides in
CT, RI & MA
Sources: U.S. Census (American
Community Survey), the map comes
from the digital pub, Slate.
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UNMATCHED EXPRESSIONS
Empacho
Desvelarse
Sobremesa
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DOES LANGUAGE MATTER?
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Language is not only a vehicle of
communication,
It’s one of the biggest
Identifiers of Latino Culture
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THE INFLUENCE OF LANGUAGE
WHAT LATINOS THINK OF LANGUAGE…
87% 11
Do you think adult Hispanic immigrants need to learn
English to succeed in the U.S.?
Yes No
Source: When labels don’t fit: Hispanics and their views of identity, Pew Research Center, 2012
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THE INFLUENCE OF LANGUAGE
WHAT LATINOS THINK OF LANGUAGE…
95% 4
How important is it to you that future generations of
Hispanics living in the U.S. be able to speak Spanish?
Very/somewhat important Not too/not at all important
Source: When labels don’t fit: Hispanics and their views of identity, Pew Research Center, 2012
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THE INFLUENCE OF LANGUAGE
PEW RESEARCH IDENTIFIED THAT 76% OF HISPANICS
SPEAK SPANISH
38% 24
Spanish dominant Bilingual English dominant
All Hispanics 38% Source: When labels don’t fit: Hispanics and their views of identity, Pew Research Center, 2012
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LANGUAGE USAGE BY GENERATION
FIRST GENERATION HISPANIC
IMMIGRANTS
Source: Second-Generation Americans, PewResearch Center, 2013
Only half of Hispanic immigrants
(48%) are English proficient and say
they can speak the language well.
• 20% of Latino immigrants speak
no English.
• 32% of them don’t speak the
language well.
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LANGUAGE USAGE BY GENERATION
SECOND GENERATION - U.S.-BORN
CHILDREN OF IMMIGRANTS
Source: Second-Generation Americans, PewResearch Center, 2013
90% of second-generation Hispanic
immigrants speak English.
• 80% of second-generation
Hispanics say they can speak
Spanish well.
• Only 4% say that they do not
speak any Spanish.
Ability to Speak Ancestral Language
% who can carry on a conversation in<ancestral
language>, both understanding and speaking…
Very well Pretty well
Hispanics
27 65
26 54
30 50
All
1st generation
2nd generation
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LANGUAGE USAGE BY GENERATION
FROM ENGLISH
DOMINANT TO BILINGUAL
Source: Breaking the Myths, The Millennial Report, Nielsen, 2014
Second and third generation Hispanics,
specially adults are enrolling in Spanish-
language classes to better connect with
their heritage.
The process of studying the language
and returning to one’s roots is known as
"retro-acculturation”
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LANGUAGE USAGE BY GENERATION
IMPORTANCE OF MAINTAINING SPANISH
Source: Second-Generation Americans, PewResearch Center, 2013
95% consider important for
future generations to retain the
ability to speak Spanish to keep
the connection with their roots.
How important is it to you that future generations
of…living in the United States be able to speak
<your ancestral language>? (%)
Very important Somewhat important
Hispanics
14 82
20 75
26 68
All
1st generation
2nd generation
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BILINGUALISM IS IN
LANGUAGE SPOKEN AT HOME
Source: The Why Behind The Buy, AMG and Univision, 2013
Regardless of age, most Hispanics speak Spanish. However, it’s notable the strong
preference of younger generations for speaking more Spanish than English at home.
MILLENNIALS
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MILLENNIALS
BILINGUALISM IS IN
LANGUAGE PREFERENCES IN MEDIA
Source: The Why Behind The Buy, AMG and Univision, 2013
Hispanic Millennials prefer to watch TV, read, and listen to radio in Spanish. Older
generations consume media equally in both languages.
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BILINGUALISM IS IN
BUT, CONNECTING IS MORE IMPORTANT
Question:
Does my English-Language
(General Market) Advertising
Message Reach Latinos?
Answer:
Reaches Some,
But Persuades Few…
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BILINGUALISM IS IN
BUT, CONNECTING IS MORE IMPORTANT
“When I hear a company advertise in
Spanish, it makes me feel like they respect
my heritage and want my business”
Latinos Agree with this statement
• 53% Spanish dominant
• 43% Bilinguals
• 29% English dominant Source: Simmons NCS
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BILINGUALISM IS IN
BUT, CONNECTING IS MORE IMPORTANT
Recent Nielsen Study on Impact of
Spanish Language Advertising among
Bilinguals Concluded:
“Overall, Spanish-language
advertising does a better job
connecting with bilingual
Millennials in a range of
scenarios, particularly those
in which the concept is
emotional in nature.”
Source: The Bilingual Brain
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BILINGUALISM IS IN
BUT, CONNECTING IS MORE IMPORTANT
Broadcast TV
Advertising Recall: Commercials in Spanish proved to
be 40% more effective at increasing
awareness levels than commercials
in English.
Persuasiveness: Commercials in Spanish proved to
be 5 times more persuasive than
commercials in English.
Main Message Recall: In terms of message
comprehension, commercials in
Spanish are 56% more effective
than commercials in English.
Online
Aided Brand Awareness: Hispanic 2.7
Market Norm 2.1
Online Ad Awareness: Hispanic 4.7
Market Norm 4.3
Brand Favorability: Hispanic 2.1
Market Norm 1.3
Purchase Intent: Hispanic 2.0
Market Norm 1.1
Index 129
Index 109
Index 162
Index 182
Source: Roslow Study Source: Dynamic Logic’s Market Norms
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BILINGUALISM IS IN
BUT, CONNECTING IS MORE IMPORTANT
• In Achieving Message RECALL
• In PERSUATION
• In Creating AWARENESS
• In BRAND FAVORABILITY
• In PURCHASE INTENT
Spanish Language Advertising
is More Effective:
are subject to further development and approval by all parties.
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LANGUAGE + CULTURAL RELEVANCE
However, it’s not all about language. Advertisers need to deliver culturally
relevant messages that connect with them emotionally.
“La Edad de Saber”, Viagra
Producing the Spanish version of an ad is not enough to capture the Hispanic audience.
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LANGUAGE + CULTURAL RELEVANCE
However, it’s not all about language. Advertisers need to deliver culturally
relevant messages that connect with them emotionally.
AT&T Rollover Data
This ad includes relevant insights by showing Hispanic gastronomic preferences and cultural needs to show gratitude.
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"There is a demand from the consumer to do
things differently – marketers have to make
sure that every customer is understood, and
treated with respect.”
David Wheldon, President - The World Federation of Advertisers
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¡GRACIAS!
Rudy Bozas - Principal / CEO
Main: 617.398.0991