As we honor this year’s Hispanic Heritage Month, it’s essential to recognize the pivotal role the Latino vote will play in the 2024 presidential election: For the first time in history, 36 million Latinos will be eligible to vote in the United States, marking their rise as the “majority makers” for national and local campaigns, resolutions and propositions.¹ And for marketers tracking this powerful influence,² it’s critical to recognize that Latino voters may not only represent a pivotal voting bloc in the upcoming election, but can also be a “swing“ consumer vote for many brands.
Unfortunately, however, there’s a major discrepancy in advertising investments toward this market. Despite being 20% of the U.S. population, Hispanics are receiving, on average, a mere 2% of media investment from brands.³ This represents a massive missed opportunity for brands looking to expand their reach and secure their future relevance in a rapidly changing marketplace.
To win with this consumer, consistency and authenticity are key. Success can’t be achieved through a singular investment during Hispanic Heritage Month or an isolated campaign. Instead, brands must engage with the Hispanic community in a sincere and continuous manner to foster brand growth and create a lasting impact. Here’s how:
1. In-culture and in-language. To effectively reach and engage with Spanish-speaking audiences, brands must connect both in-culture and in-language. Research indicates that 49 million Hispanics speak Spanish at home,⁴ and 89% appreciate businesses that communicate with them in Spanish.⁵ Campaigns that do not advertise in Spanish-language and in-culture content are missing a significant opportunity to foster deeper connections.
2. Recognizing Latino diversity. It’s also crucial to recognize the diversity within Hispanic culture. The Hispanic population is not monolithic; this demographic is diverse and multifaceted with undeniable contributions to this country. Understanding this and effectively engaging with all Latinos, regardless of their views, is essential for successful marketing.
3. Trusted partnerships. In today’s climate, the demand for reliable information and cultural reflection among U.S. Latinos is at an all-time high. Brands looking to make a lasting impact with this market need a partner who is not just a trusted name within the community, but also has a native understanding of this segment and the right strategies to connect through the heart and foster brand loyalty.
Finding a qualified partner to help navigate the nuances of the various cultures within the U.S. Hispanic community also can help build broad-based brand storytelling that taps into unifying cultural insights and critical passion points like music and sports.
TelevisaUnivision is Hispanic and proud. We have been a trusted resource for U.S. Hispanics for generations, engaging with a staggering 80% of this demographic every month through local and network TV, streaming, social, radio, live events and more, demonstrating⁶ the profound insights into understanding this consumer segment, as well as our extensive reach.
And beyond reach, it’s imperative for brands to work with partners who can deepen connections and activate this dynamic audience. Enter Así Studios. Comprised of more than 70 strategists, producers, creatives and content experts, TelevisaUnivision’s Así Studios help brands craft creative that will resonate with the Latino community. They’ve done so with brands with long histories of advertising in Spanish, like T-Mobile, Coca-Cola and Walmart, and new-market-entrants like GEICO, Ally Bank and Infiniti.
With a focus on ad creative, brand storytelling and content creators, Así Studios helps brands create a connection that lasts, and moves the country’s young and fast-growing Hispanic population to action. It’s where culture meets commerce.
In a time of uncertainty, one thing is clear: for any brand looking to grow their business, just as much as any candidate looking to win an election, they need to win with U.S. Latinos. It's time to stop thinking about this audience as simply a minority and connect with them in a major way.
Sources:
1. Pew Research Center projection for Nov. 1, 2024; Pew Research Center analysis of 2020 American Community Survey (IPUMS).
2. Latino Donor Collaborative. 2024 Official LDC U.S. Latino GDP Report. 2024.
3. U.S. Census Bureau, "Projected Population by Single Year of Age, Sex, Race, and Hispanic Origin for the United States: 2022 to 2100, Main series.” 2023.
4. 49M Speak Spanish at Home—Nielsen 2024 Television Universe Estimates, Persons 2+, HOH Hispanic Origin Language Spoken by the Person (Only Spanish, Mostly Spanish, Spanish/English Equally or Mostly English).
5. Kantar Futures 2023 U.S. Monitor. Base: A18+.
6. TelevisaUnivision HH consumption proprietary data 4Q2023, Nielsen, NPM-H 2024 TV Universe Estimates, Nielsen Media Impact. Nielsen Audio Spring Nationwide 2023, 2023 TelevisaUnivision Stations, M-Su 6a-12m, (Hispanic P12+), Cume, 1 spot per week, 4 weeks.
