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Hispanic Market Telephone Data collection
These startling statistics coupled with the fact that Advertising companies are not spending enough on reaching this important segment shows how misrepresented this important segment is: The study, AD Budget Alignment: Maximizing Impact in the Hispanic Market, reveals while there have been significant increases by corporations to reach the Hispanic market in the past four years, the actual investment of 5.1 percent in 2003 in Hispanic TV and print media is still only about half the recommended 9 percent of national advertising budgets.In addition, it is only about one-third of the recommended 15-17 percent spot-market spending for the 19 metropolitan areas and 671 companies used in the study. The study further found that: * Increased
allocations in the Hispanic market are fueled largely by America's
top 250 advertisers, particularly those in the 101-250 tier. "While progress has been made, American corporations continue to show insufficient investments to spark sustained profitable revenue growth that is proportionate to the huge opportunity in the Hispanic market," said Aida Levitan, PhD, president, Association of Hispanic Advertising Agencies. Datascension has proven our effectiveness in reaching US Hispanics from our Costa Rican Facility, thus arming our clients with the tools they need to better market to Hispanics. Some may argue that when reaching the Hispanic Market, one should use Mexican descendents versus other Hispanic ethnicities in order to match the US Hispanic demographics (58.5% of US Hispanics are from Mexico). Compared to other Latin American countries (including Mexico), Costa Ricans can more effectively reach the Cuban and Puerto Rican populations than the Mexican Americans. Also, among the Mexican Americans, Costa Rican response rates are even greater than speaking among their own. This is because Cost Ricans are viewed as having a more proper Spanish accent. It can be compared to a non-ethnic American speaking with an English or Australian person. It's intriguing on the part of the respondent and as a result they tend to stay on the call longer than with a Mexican-American. Additionally, it is known in the data collection industry that Puerto Ricans and Cubans are less responsive to Mexican Americans, however, they are much more open to speaking with a Costa Rican. As a result, among the US Hispanic and Latin American populations, Costa Rican response rates top the charts. Sited resources:
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