There are roughly 1,900 brands advertising in English-language TV in the U.S., but only 400, or 21%, employ dedicated Spanish-language creative. That’s a figure Univision wants to raise by demonstrating to the majority of American advertisers the importance of reaching Hispanic consumers.
During the company’s “A New Vision at Univision” virtual event Wednesday, Donna Speciale, president of advertising sales and marketing, was frank: “To be honest, I’m shocked at the number of marketers who don’t realize the importance [of Spanish-language ads] and are really missing out.”
Speciale, who joined the company in January, noted that despite the fast growth of the U.S. Latino population, relatively few advertisers have opted to channel resources into reaching them in their language, which Univision research shows can foster a better consumer-brand relationship.