DTC in Perspective:? Who Wins Latest Rating Sweeps 18-49?

?Giving Hispanic consumers the story in their native language…?

Perhaps the above question is better asked in Spanish. Univision won that key demographic in July and for the first time ever it topped the big 4 networks. Univision runs original programming in the summer and that helps its ratings versus the big 4. That being said, this is a big deal. Anyone thinking Hispanic advertising is a secondary consideration in a media plan needs to re-evaluate their approach.

I need not cite all the demographic trends showing the rise of Hispanics in the United States. Marketers are aware of the growing importance of this audience. The re-election of President Obama was largely based on his polling among this group. The idea that doing Hispanic advertising is optional is much less valid today than ten years ago. Ten years from now we certainly will see Hispanic as a regular part of the plan.

There are many questions DTC marketers should ask their planning agencies regarding the inclusion of Hispanic advertising.? Most important is how the creative should be developed. It seems that a mere translation of the English version into Spanish is inadequate. Hispanics want to see actors that look like them. They also expect the storyline to represent their lifestyles which usually emphasize family decision making.

The budget issue is always the big issue for debate. How much should be spent specifically on Spanish language media? We know the amounts usually spent are 2-5% of a big budget plan. Spanish language media would argue they justify much more of an allocation given the percent of population who speak Spanish as their primary language.

Some of the barriers to doing Hispanic advertising have been the arguments that South Americans, Dominicans, Central Americans, Cubans and Mexicans have different cultures and races. Therefore it is difficult to do one campaign. That may be somewhat true but it is not a reason not to do a single campaign. Hispanics would appreciate a campaign in their native language even if the actors and dialect was not exactly their own. Anglos can understand and relate to American, Canadian, British, and Australian actors and accents.

This ratings win in July does not make Univision a sure winner in future sweeps periods. It does, however, say it is time U.S. marketers give Hispanic advertising a good long look in their upcoming media plans. Health advertising in particular needs to be clearly understood. There is no room for misinterpretation or error in knowing what a drug is indicated for and how to take it safely. That would mean giving Hispanic consumers the story in their native language.

Bob Ehrlich, Chairman

DTC Perspectives, Inc.

Bob Ehrlich

Chairman & Chief Executive Officer at DTC Perspectives

Bob Ehrlich has over 20 years marketing experience in pharmaceutical and consumer products. Bob is the CEO of DTC Perspectives, Inc., a DTC services company founded in 2000. DTC Perspectives, Inc. developed the DTC National Conference, the largest DTC conference in the industry. DTC Perspectives, Inc. also publishes DTC Perspectives, a quarterly journal dedicated to DTC issues and practices. In addition DTC Perspectives, Inc. does DTC consulting for established and emerging companies, and provides DTC marketing plans for pharmaceutical companies.