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Madres y Videojugadores

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When analyzing the television schedule of a leading cosmetics brand that was achieving a 52.3 percent monthly reach of women 18-49 with a broad array of broadcast and cable networks on the buy, we found the English-only schedule was severely underdelivering Hispanic women (only a 29.9 percent reach against a consumer that overindexes in the cosmetics category). By shifting a mere 10 percent of this brand's English-language TV dollars, the total reach increased to 57.1 percent, nearly 5 reach points or 3.1 million additional women 18-49, at no additional cost.

This analysis has been done numerous times for advertisers across multiple categories, targeting a variety of demos, and it almost always adds reach. Additionally, research shows that this new audience is more engaged and open to your advertising than English-language TV viewers. According to a Simmons Market Research Media Habits Study, Spanish-language TV viewers are four times more likely to say they look to ads to help inform their purchase decisions.

If a new English-language platform offered you mass, unduplicated reach with consumers that are paying attention to your ads, you would have already taken action. You don't need to speak Spanish to get it. Don't let the language barrier prevent you from reaching all your potential customers.

This marketing opportunity is more eloquently articulated by Frank Higgins, Nestlé's president of confections/emerging markets: "It's very, very simple. You can sit on your hands right now, continue to pursue the general market, let the Hispanic market evolve as it does and a competitor is going to take the business from you. But the bottom line is, as a business opportunity, the Hispanic market is a fantastic opportunity that comes around once in a business career."

Based in New York, Graciela Eleta is svp, brand solutions at Univision Communications.