Bilingual Advertising - The Next Thing or Next Mistake?

ThinkNow Link™

Copy Test Analysis

November 2014

Bilingual Ad

• Recently, a 30 second AT&T television ad, Vive Sin Compromisos,

caught our attention. It shows young, appealing, Latino’s talking about

themselves and reacting to the company’s cellular service.

• What makes this ad stand out is that the actors speak in English,

Spanish and mix of the two; Spanglish.

• We wanted to see how the ad resonated with Spanish Preferred

Hispanics, English Preferred Hispanics and Bicultural Millennials by

testing it through our ThinkNow Link™ online ad test.

• We also tested it against non-Hispanic viewers to determine their

reaction should the ad air on English language television.

Background

The Ad

Contents

4

Methodology

Key Findings

Detailed Findings: Hispanic

Appendix

Detailed Findings: Non-Hispanic

Methodology

Methodology

6

MethodMonadic blind test with Test group and Control group.

All interviews conducted online via ThinkNow Research Omnibus.

Ads tested AT&T “Vive Sin Compromisos” (Spanglish)

Audiences Testing Ad:

• Hispanics who watch TV in Spanish

• Hispanics who watch TV in English

• Non-Hispanics who watch TV in English

Test groups

In a sequence of five advertisements:

• Half saw a clutter reel with the ad shown in 2nd position

• Half saw a clutter reel with the ad shown in 4th position

Control groups Not exposed to advertisement

Sampling Criteria:• 18-64 years of age

• Watch 5+ hours of TV in a normal week in language

Sampling:

Hispanic Spanish: Control n=159, Test n=158

Hispanic English: Control n=132, Test n=133

Non-Hispanic English: Control n=169, Test n=170

Norms Used:

59 Spanish-language ads tested among Hispanics

19 English-language ads tested among Hispanics

78 ads in either language tested among bicultural millennials

15 English-language ads tested among non-Hispanics

Key Findings

Key Findings

8

Overall, the “Vive Sin Compromisos” ad had trouble finding its core audience. While it

appealed most to Spanish preferred Hispanics, its test scores with this segment were

mostly at or below normative levels.

• Ad Recall is at normative levels among all Hispanic groups and significantly lower

than the norms for non-Hispanics.

• “Vive Sin Compromisos” generates below average unaided purchase preference for

AT&T among all groups of consumers, especially among Spanish preferred and

Bicultural Millennial Hispanics.

• The ad was considered confusing and irritating above normative levels by all groups

tested.

• Perception among respondents is that the brand being featured is not as

clear/obvious as most other ads.

• Brand Equity measures were mostly at or below normative levels or all groups with

the exception of English preferred Hispanics who viewed the ad giving AT&T above

average scores for quality.

Key Findings

9

Among Bicultural Millennials (the target audience for this ad), purchase intent was

considerably lower than norms, but there are notable lifts in the brand equity statements

“consistently high quality,” “is one of the best” and “is appropriate for your lifestyle

and needs.” Among this group the ad scores above average for being believable and

informative while telling the consumer something new and important.

As might be expected, a bilingual ad featuring Bicultural Millennial Hispanics did not

perform well among non-Hispanics. The scores are included here to better understand

how Spanish language and/or bilingual ads might impact non-Hispanics when aired on

English language television.

The results of this test should not be interpreted as advocating for a particular approach to

multicultural advertising. It is meant to highlight some of the challenges and tradeoffs

inherent in this method.

Detailed Findings

Ad Recall is at normative levels among all

English and Spanish language preferred

Hispanics as well as Bicultural Hispanic

Millennials

11

Recall brand49%

Hispanics: Spanish TV

Brand Recall

Recall brand53%

Hispanics: English TV

Recall brand44%

Hispanics: Bicultural Millennials

12

Q: Thinking back on the video that was shown, can you name the brands of all the products and/or services featured in the commercials that you remember seeing? A: AT&T among the brands mentioned indicates statistically significant differences between test audience groups at 95% confidence level

Ad Recall Norms: 50% 52% 44%

The AT&T ad generates below average

unaided purchase preference for AT&T

among all groups of consumers,

especially among Spanish Preferred

Hispanics and Bicultural Millennials

13

Unaided Purchase Preference

Q: If you were planning on purchasing services from a cell phone provider, which company would you most likely buy it from? indicates statistically significant differences between test and control groups at 95% confidence level

24%

14%

13%

3%

30%

10%

10%

7%


Control Test

20%

21%

18%

7%

24%

9%

18%

4%


Control Test

24%

17%

13%

7%

21%

7%

17%

6%


Control Test

Norm Δ: +21% Norm Δ: +12% Norm Δ: +16%

Δ: +6% Δ: +4% Δ: -3%

The AT&T ad generates:

Negative aided purchase consideration

for AT&T among Spanish preferred

Hispanics

Below normative results for

Bicultural Millennials

Positive results among

English preferred Hispanics.

15

34%

40%

Top Box


Control Test

Aided AT&T Purchase Consideration

54% 55%

Top Box

Hispanics:Bicultural Millennials

Control Test

16Q: If you were planning on purchasing services from a cell phone provider, would you consider purchasing from AT&T? indicates statistically significant differences between test and control groups at 95% confidence level

65%

57%

Top Box


Control Test

Δ: -8%

Δ: +6%

Δ: +1%

Top Box Norms: Δ: +6% Δ: +2% Δ: +4%

The AT&T ad was considered confusing

and irritating above normative levels by

all groups tested

The Spanish preferred group felt it was

informative

Bicultural Millennials rated it

informative and believable

17

87%

88%

89%

82%

82%

58%

42%

44%

84%

76%

76%

80%

77%

61%

20%

24%


(C)

72%

68%

74%

68%

59%

39%

30%

32%

79%

71%

73%

72%

68%

44%

9%

13%

Hispanics: English TV (B)

Commercial Attributes

18

Q: Please indicate whether you agree or disagree that the word describes the commercial you have just seen. The commercial was...A: Top 2 Box Agree The commercial was... indicates statistically significant differences between test audience groups at 95% confidence level

86%

85%

86%

85%

81%

67%

35%

37%

86%

79%

78%

82%

78%

65%

19%

22%

Likeable

Believable

Informative

Entertaining

Convincing

Funny

Confusing

Irritating

Hispanics: Spanish TV (A)

B

B

B

B

B

B

##%/##% indicates significant differences in ad performance vs. norms at the 95% confidence level

B

B

B

B

B

B

B

Norm Norm Norm

The Spanish preferred group and

Bicultural Millennials gave the ad high

marks for telling them something

important and new

19

79%

78%

83%

80%

79%

75%

70%

59%

70%

65%

66%

76%

75%

73%

69%

52%


(C)

64%

57%

62%

59%

57%

52%

52%

38%

55%

55%

60%

65%

64%

59%

51%

41%


Commercial Ratings

20

Q: Please indicate whether you agree or disagree that the word describes the commercial you have just seen. The commercial was...A: Top 2 Box Agree The commercial... indicates statistically significant differences between test audience groups at 95% confidence level

77%

82%

81%

77%

79%

77%

73%

58%

74%

69%

67%

79%

77%

75%

71%

55%

Is different fromother commercials

Tells me somethingimportant

Tells you somethingnew

Makes you feel goodabout the brand

Fits with the wayyou feel about the…

Is for people like you

Is relevant to mepersonally

Stirs your emotions


B

B

B

B

B

B

B

B


B

B

B

B

B

B

B

B

Norm Norm Norm

The ad was considered to be at or below

normative levels for memorability by all

groups

The advertised brand was not

considered memorable by all groups

21

37%

48%

15%

0%

45%

39%

14%

2%


(C)

Was Commercial Noticeable and Memorable?

22Q: If this commercial were running on TV, which of the following describes your opinion about whether or not other people would notice and remember it. indicates statistically significant differences between test audience groups at 95% confidence level

B

AC

B


26%

45%

26%

3%

30%

41%

24%

4%


47%

39%

13%

1%

50%

38%

11%

2%

Practically everyonewould notice and

remember it

Most people wouldnotice/remember

Some people

Almost no one would


Norm Norm Norm

25%

55%

17%

3%

47%

46%

6%

1%


(C)

Was Advertised Brand Clear?

23Q: When you first saw the commercial, how obvious or clear did you think the brand being advertised was? indicates statistically significant differences between test audience groups at 95% confidence level

BC

A


20%

50%

24%

6%

39%

49%

11%

2%


37%

47%

12%

5%

50%

44%

6%

1%

So obvious and clearthat everyone will

remember it

Most people willremember the

advertiser/brand

A lot of people won’t remember the

advertiser/brand

Most people won’t remember the

advertiser/brand


NormNorm Norm

Brand Equity measures were mostly at

or below normative levels for English

and Spanish preferred Hispanics who

viewed the ad.

The ad generates much stronger

improvement than average in some

brand equity metrics among Bicultural

Millennials.

24

Impact on Brand Equity

Hispanics: Spanish TV Hispanics: English TV Hispanics: Bicultural Millennials

Top 2 Box Agree:AT&T

Controln=159

Test n=140 Change Norm

Controln=132

Testn=118 Change Norm

Controln=102

Testn=84 Change Norm

Is a popular brand. 88% 89% +1% +5% 79% 82% +3% +4% 80% 87% +7% +2%

You are familiar with and understand what this brand is about.

79% 82% +3% +6% 77% 77% 0% +7% 82% 86% +4% +3%

Has consistently high quality.

79% 79% 0% +5% 55% 66% +11% +1% 69% 80% +11% +1%

Is one of the best. 73% 80% +7% +6% 54% 57% +3% +3% 68% 81% +13% +2%

Is appropriate and fits your lifestyle and needs.

70% 74% +4% +7% 50% 55% +5% +1% 65% 74% +9% +3%

Is the only brand for you. 62% 64% +2% +7% 34% 38% +4% +3% 56% 58% +2% +4%

Q: Please indicate whether you agree or disagree that the statement describes AT&T. indicates statistically significant differences between test and control groups at 95% confidence level

Non-Hispanics

Detailed Findings

As might be expected, a bilingual ad

featuring Bicultural Millennial Hispanics

did not perform well among non-

Hispanics. The scores are included here

to better understand how Spanish

language and/or bilingual ads might

impact non-Hispanics when aired on

English language television.

27

Recall brand41%

28

Q: Thinking back on the video that was shown, can you name the brands of all the products and/or services featured in the commercials that you remember seeing? A: AT&T among the brands mentioned indicates statistically significant differences between test audience groups at 95% confidence level

Ad Recall Norm: 52%

Significantly below the norm

Non-Hispanics: English TV

Non-Hispanic English TV

Top 2 Box Agree:AT&T

Controln=169

Testn=158 Δ Norm

Is a popular brand. 80% 77% -3% +5%

You are familiar with and understand what this brand is about.

75% 69% -6% +7%

Has consistently high quality.

69% 62% -7% +4%

Is one of the best. 68% 57% -11% +5%

Is appropriate and fits your lifestyle and needs.

57% 54% -3% +1%

Is the only brand for you. 31% 31% 0% +4%

Impact on Brand EquityBrand Recall

53%

31%

49%

39%

Top 2 Box Top Box

Control Test

29Q: If you were planning on purchasing services from a cell phone provider, would you consider purchasing from AT&T? indicates statistically significant differences between test and control groups at 95% confidence level

Δ: +8%

Norm: Δ: +3%

Aided AT&T Purchase Consideration

23%

30%

12%

7%

31%

26%

9%

8%

Control Test

Norm Δ: +15%


Unaided Purchase Preference

58%

59%

51%

53%

47%

28%

36%

36%

80%

76%

76%

72%

65%

44%

10%

13%

30Q: Please indicate whether you agree or disagree that the word describes the commercial you have just seen. The commercial was...A: Top 2 Box Agree The commercial was...##%/##% indicates significant differences in ad performance vs. norms at the 95% confidence level

Norm

60%

47%

45%

43%

42%

42%

39%

34%

54%

57%

60%

65%

62%

53%

47%

39%

Norm

Commercial Attributes Commercial Ratings


22%

31%

38%

8%

28%

44%

25%

3%


31Q: If this commercial were running on TV, which of the following describes your opinion about whether or not other people would notice and remember it. indicates statistically significant differences between test audience groups at 95% confidence level##%/##% indicates significant differences in ad performance vs. norms at the 95% confidence level

Norm

Commercial Noticeable and Memorable?

19%

33%

28%

20%

36%

48%

13%

3%

Norm

Advertised Brand Clear?

Appendix

20%

21%

22%

15%

14%

21%

17%

7%


Control Test

23%

28%

20%

23%

14%

23%

19%

11%


Control Test

Cellular Service Providers Purchased From

33

Q: At which, if any, of the following companies of cell phone providers have you purchased in the past 12 months? Note: Weights applied to insure overall Spanish and English control and test samples have similar proportions of AT&T customers. indicates statistically significant differences between test and control groups at 95% confidence level

26%

26%

31%

12%

22%

26%

21%

17%


Control Test

25%

19%

16%

9%

32%

20%

11%

12%


Control Test

Sample Profile

Metric

HispanicsSpanish TV

Controln=159

Hispanics Spanish TV

Testn=158

HispanicsEnglish TV

Controln=132

Hispanics English TV

Testn=133


Controln=102

BiculturalMillennials

Testn=97

Non-Hisp. English TV

Controln=169

Non-Hisp.English TV

Testn=170

Male 53% 53% 53% 53% 58% 63% 49% 49%

Female 47% 47% 47% 47% 42% 37% 51% 51%

Age:

18 to 24 15% 15% 17% 17% 37% 38% 12% 12%

25 to 34 33% 33% 28% 28% 63% 62% 18% 18%

35 to 44 26% 26% 25% 25% - - 19% 20%

45 to 54 16% 16% 18% 18% - - 27% 27%

55 to 64 10% 10% 12% 12% - - 24% 24%

Mean age 37 37 37 37 27 26 43 43

Census Region:

Northeast 13% 13% 16% 16% 15% 12% 20% 20%

Midwest 9% 9% 8% 8% 4% 8% 25% 25%

South 37% 37% 35% 35% 35% 28% 34% 35%

West 41% 41% 41% 41% 47% 52% 21% 21%

Born in the U.S. 51% 52% 78% 79% 72% 65% 95% 95%

Moved here 49% 48% 22% 21% 28% 35% 5% 5%

Note: Weights applied to overall Spanish and English control and test samples have similar demographics consistent with each audience profile. indicates statistically significant differences between test and control groups at 95% confidence level

Sample Profile

Metric

HispanicsSpanish TV

Controln=159


Testn=158

HispanicsEnglish TV

Controln=132


Testn=133


Controln=102


Testn=97


Controln=169

Non-Hisp.English TV

Testn=170

Marital Status:

Single 22% 28% 31% 32% 37% 43% 28% 32%

Married or living with partner

70% 66% 57% 60% 56% 54% 54% 55%

Separated/divorced/widowed

8% 6% 11% 8% 6% 3% 18% 13%

Mean household size 3.2 3.2 3.3 3.0 3.3 3.1 2.8 2.7

1 or more children <18 68% 67% 58% 46% 64% 67% 34% 38%

Household Income:

Less than $50,000 48% 48% 52% 52% 48% 52% 38% 39%

$50,000 to less than $100,000

35% 36% 31% 31% 24% 38% 32% 31%

$100,000 or more 16% 16% 14% 14% 24% 9% 27% 27%

Prefer not to state 1% - 3% 3% 4% 1% 3% 3%

AVERAGE Income ($000) $61 $62 $56 $54 $63 $54 $66 $67


Sample Profile

Metric

HispanicsSpanish TV

Controln=159


Testn=158

HispanicsEnglish TV

Controln=132


Testn=133


Controln=102


Testn=97


Controln=169

Non-Hisp.English TV

Testn=170

Education:

Less than high school 6% 3% 3% 4% 3% 4% 1% 4%

High school graduate/GED 17% 18% 20% 21% 24% 20% 29% 24%

Some college/trade school 36% 45% 46% 43% 41% 49% 43% 40%

Bachelor's degree or higher 41% 35% 31% 33% 32% 27% 27% 32%

Employment Status:

Employed (net) 74% 79% 63% 63% 78% 78% 61% 64%

Work full-time 56% 63% 40% 43% 59% 54% 36% 46%

Work part-time 9% 10% 13% 12% 10% 15% 7% 12%

Self-employed/bus. owner 8% 3% 7% 6% 6% 1% 18% 6%

Student, employed 1% 2% 3% 2% 3% 7% - -

Full-time Homemaker 14% 6% 10% 9% 6% - 9% 10%

Retired 3% 2% 7% 4% - 1% 12% 5%

Student, not employed 1% 5% 9% 4% 11% 10% 6% 3%

Currently unemployed 7% 7% 5% 15% 4% 9% 7% 11%

Unable to work/Disabled - 2% 5% 4% - 2% 6% 7%


Sample Profile

Metric

HispanicsSpanish TV

Controln=159


Testn=158

HispanicsEnglish TV

Controln=132


Testn=133


Controln=102


Testn=97

Language Spoken at Home:

Spanish only 11% 13% - - 1% 1%

Spanish mostly 46% 39% 16% 18% 32% 34%

Spanish and English equally 35% 42% 28% 23% 51% 47%

English mostly 7% 7% 27% 30% 13% 15%

English only - - 29% 30% 3% 3%

Hispanic Origin:

Mexican or Mexican American 62% 63% 63% 61% 73% 71%

Puerto Rican 16% 16% 21% 17% 9% 8%

South American 11% 10% 8% 7% 11% 4%

Cuban 5% 5% 6% 6% 3% 5%

Central American 3% 9% 5% 8% 2% 12%

Dominican 3% 1% 2% 2% 2% 2%

Acculturation Level:

Low Acculturation 42% 31% 9% 5% - -

Medium Acculturation 56% 67% 51% 51% 100% 100%

High Acculturation 3% 2% 40% 45% - -


Quantitative Research

Carlos Yanez

818-843-0220 x110

[email protected]

Qualitative Research

Jairo Moncada

818-843-0220 x111

[email protected]

Panel

Gus Peña

818-843-0220 x107

[email protected]

Contact Info

Corporate

Mario X. Carrasco

Partner

818-843-0220 x101

[email protected]

Roy Eduardo Kokoyachuk

Partner

818-843-0220 x102

[email protected]

mailto:[email protected]





Bilingual Advertising - The Next Thing or Next Mistake?

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