I was disappointed to see no Hispanic-targeted ads during this year's Super Bowl. With the number of Hispanics growing yearly, it is a shame and an opportunity loss that advertiser are not paying more attention to this market segment.
During the Super Bowl two years ago was the first time ever, if I remember correctly, where a Hispanic (comedian Carlos Mencia) was featured in a "general market" campaign. The advertiser was Bud Light and one particular ad in this campaign was called "Mencia Class." In this ad, Carlos Mencia is teaching what looks to be ESL to a group of recent immigrants.
Although the campaign itself wasn't particularly targeted at the Hispanic market, the mere use of a well-known Hispanic figure (for those who know comics and watched his TV show, I suppose) was enough to reach this large demographic.
The question remains "Why are still so many advertisers still ignoring this group with such huge buying power?"
Hispanic advertising may be an afterthought for some advertisers and budgets are often minimal compared to general market campaigns. Yes, the current economic crisis may play a role in budget cuts and no Hispanic marketing efforts... but ho long will this continue?
However, for those advertisers who are making the effort and who realize the potential in this market I'd like to say -Good for You!
Check out the Mencia Class ad:
http://www.youtube.com/watch?v=aADTT_zgvec&feature=related
Tuesday, February 9, 2010
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