Spanish: The New Language Of Marketing

43 % of U.S. Hispanics aged 18–49 exclusively watch Spanish-language content.

Aspiring marketers can choose from a variety of classes to take in college, such as Intro to Advertising, Consumer Behaviour, and Essentials of Brand Management. But for the next generation of CMOs, the most important class may have nothing to do with advertising or sales. As marketers of the future plan out their course schedule, they should make sure to enroll in Spanish 101.

From 2010–2015, half of all U.S. population growth came from Hispanics. [i] Today, U.S. Hispanics have $1.5 trillion in purchasing power. By 2022, that figure is projected to increase by another $400 billion. [ii] This sizable, growing, and economically powerful market represents an incredible opportunity for any brand—but few are seizing it. The biggest problem? Marketers aren’t speaking the right language.

Of U.S. Hispanics aged 18–49, 43% exclusively watch Spanish-language content. [iii] For marketers looking to reach U.S. Hispanics, Spanish-language television is a must-have, not only because of the increased reach, but also because speaking to consumers in their language drives engagement and cultural connection. And this is true not only for people who speak primarily Spanish, but also for bilingual audiences. Spanish-language television builds a relationship and starts a conversation in a way that English-language television quite literally can’t.