May 22, 2000 / Page 7 of 11
 

New Roslow Study Reconfirms Power of Spanish Advertising

 

At last week's Univision upfront presentation, some topline results of the 2000 "Roslow Study" were included. The study reconfirms Roslow Research Group's 1994 study, "Spanish vs. English Advertising Effectiveness," comparing recall and persuasion of English language versus Spanish language advertising among the Hispanic market.

The 1994 study has become the standard for demonstrating the effectiveness limits of English language advertising among Hispanics and for quantifying the need for Spanish language advertising to supplement non-Hispanic campaigns in pursuit of Hispanic market sales. Then, as now, the study was conducted for Univision. The study compares 50 television spots (25 pairs) in 17 categories encompassing foods, medicines, services, household products and dot-coms. In each case, an English execution and a Spanish execution of the same commercial were tested. The English and Spanish commercial pairs included some where the creative approach was completely different, some where execution differed but the message was essentially the same and some with identical visuals but with voice-over or dubbing for the Spanish version. Results are reported for Total Hispanics, Spanish Dominant Hispanics and Bilingual Hispanics. There were a total of 607 interviews, 303 viewing Spanish spots, and 304 viewing English.

Overall, the full topline results of the 2000 version are quite similar to the 1994 study: Advertising recall increase was 60% greater among those seeing Spanish commercials than those exposed to the English versions. The margin was found among bilinguals just as much as the total Hispanic sample (Chart 1). This is up from 40% in 1994.

As in 1994, persuasion, i.e. purchase interest, grew 5 times as much among the Spanish commercial viewers as English. Even among bilinguals, the margin was nearly 3 times more change in persuasion through Spanish commercials (Chart 2).

Main message recall (Chart 3) and brand recall (Chart 4) similarly demonstrated the greater power of Spanish language advertising with Hispanics, whether Spanish dominant or bilingual.