Which print ads best catch readers' attention in Spanish-language magazines in the United States? And how do these ads compare with those that are the most recalled by readers of magazines in English?
To find out, GfK MRI Starch Advertising Research conducted online surveys that measured ad recall by 688,991 adult respondents for 2,916 English-language magazine issues from May of 2013 through May of 2014. During the same time period, Starch en Español conducted the same kind of surveys with 19,036 adult readers of 103 Spanish-language magazine issues. Only one-page ads were analyzed.
At this stage in the continuing evolution of Spanish-language magazines in the United States, the ones with the largest ad revenue remain geared to women or entertainment. And that's reflected in the types of ads that rise to the top in terms of consumer recall: ads for personal care products, ranging from teeth whiteners to shampoo and weight-loss supplements to sexual enhancement aids.
"Beauty and family-oriented food brands continue to hold their position as Hispanic advertising staples," Rochelle Newman-Carrasco, chief Hispanic marketing strategist at the Walton Isaacson agency, told me. "Missing from the mix is print that connects culturally with a more affluent, technology and design driven Hispanic consumer, an opportunity segment that has yet to be fully embraced."
This is not to say there is not a fair amount of similarity in the product categories that rise to the top among both language genres, especially among personal care products. And an ad featuring Jennifer Aniston for Aveeno skin care placed in the top five best-recalled ads in both languages.
Following are the most-recalled ads in English-language titles -- and then those in Spanish-language publications, plus any significant actions taken as a result of having seen the ads.
English-language magazines
