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ABSTRACT
This study examined advertisers that target Spanish and other non-English-speaking U.S. audiences across multiple media platforms. The goal: to identify which audience and market factors are valued most by advertisers and, thus, to be able to predict the likelihood of investment in ethnically focused advertising. Advertisers' valuation of audiences' distinct cultural traits and preferences was the most common predictor of investment in Spanish-language audiences across all media platforms tested—more so than valuation of language dependency, household income, or other factors. The choice of a media platform appeared to influence advertisers' likelihood to invest their media dollars to reach Spanish-speaking audiences.
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Vol 54 Issue 3
