Roberto Ruiz de Univision y Matt Krepsk de Nielsen
The second part of Univision´s live stream presentation on Tuesday was centered on the findings of the study conducted by Nielsen for the network on the return of investment (ROI) of advertising in Spanish. In 2017, Nielsen had conducted another study titled “The Secrets of a Greater ROI on TV in Spanish”.
Matt Krepsik, Global Head of Product Leadership at Nielsen, mentioned that in the new report, the key topics are: bigger and more daring (investing in a growing Latinx population is well-spent money, commitment with investment (patience and continuity are key to penetrate successfully), create trust with content and the language (make the most of the content and platforms in Spanish to resonate with the audience) and TV in Spanish is addressable at a larger scale (TV in Spanish can deliver a unique audience with the adequate context in the adequate moment on the scaling).
Krepsik explained that today, a dollar invested in advertising in TV in Spanish is worth much more than in the past, specifically 40% more than three years ago (US$0.80 in 2017 versus US$1.18 today). He recommended commitment to investment in the universe of Latinx media. “TV reaches 89% of the population weekly and represents the greatest visualization time,” he said.
He added that TV in Spanish plays a crucial role in consistent scope. “65% of Hispanics can be reached regularly through TV in Spanish. Brands that can connect with Hispanic audiences for 20 weeks a year have an ROI that is twice as high than brands that don´t have that consistency,” he highlighted.
