Spanish or English?
When targeting the Hispanic demographic, Spanish-language advertising plays a critical role. While many Hispanics are bilingual or speak some English, only 41% report speaking English “very well,” according to a Pew Research study. This highlights the importance of connecting with this audience in their preferred language to maximize engagement and impact.
The research also shows that advertising in Spanish fosters respect and increases retention among Spanish-dominant Hispanics:
- Respect: 52% of Spanish-dominant Hispanics say hearing an ad in Spanish makes them feel that a company respects them and values their business.
- Retention: 53% of Spanish-dominant Hispanics are more likely to remember an ad if it is presented in Spanish, emphasizing the value of communicating in their native language.
Advertising in Spanish is more than a translation—it’s about building a connection. By addressing Hispanic audiences in their preferred language, brands can establish trust, show cultural awareness, and make a lasting impression.
Source: OAAA, Marketing to Hispanic Consumers
