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.