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MAGNA examines how Hispanic/Latino consumers discover brands, connect with media and influence pop culture. What are the opportunities for advertisers to reach this diverse audience across audio, out-of-home, social media, and video? Looking at data and key implications, this report concludes:
- It’s important that brands understand that Hispanic/Latino audiences are not monolithic and that the segment is composed of a variety of sub-groups and ethnicities.
- Media plays a significant role in helping Hispanic/Latino adults remain engaged and connected to their own culture, yet majorities continue to feel underrepresented in content and advertising.
- The Hispanic/Latino TV audience is considerably younger than the general audience, and thus are a prime target for 18-49 campaigns; include creative that is representative on English language channels.
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About Collective Intelligence
Collective Intelligence works closely with strategists, planners, creatives, media and engagement professionals, delivering research and thought leadership that helps IPG and its agency partners put creativity and human connections at the center of their work.
