Unlocking Hispanic American CTV Insights

LG Ad Solutions, a global leader in connected TV and cross-screen advertising, recently published a report titled ‘Inclusive Screen Part 2: Hispanic Americans’. This report provides an in-depth analysis of connected TV (CTV) usage and preferences among Hispanic audiences in the United States.

Part of LG Ad Solutions’ Diversity Series, this report explores the shifting behaviors of Hispanic CTV users, highlighting trends in content consumption, advertising engagement, and the importance of diverse representation in media. The study, conducted through an online survey between February and May 2024, offers valuable insights for brands seeking to connect with this growing and influential demographic.

Below are the key statistics from the study:

• 94% of Hispanic Americans have an internet-connected TV (CTV).
• 78% of Hispanic CTV users prefer streaming over traditional TV formats (cable, satellite, or broadcast).
• 72% of Hispanic CTV users are likely to subscribe to a service and cancel after watching specific content, indicating a high likelihood of cycling through paid apps.
• 70% of Hispanic CTV users prefer free, ad-supported streaming services, with 61% spending 2+ hours weekly watching such content.
• 44% of Hispanic CTV users pay more attention to ads while streaming, 24% higher than the general population.
• 63% value diverse representation in content and 64% pay more attention to ads that accurately portray diversity.
• 51% recall Spanish-language ads more, and 55% are more loyal to brands that make an effort to advertise in Spanish.
• 41% of Hispanic CTV users are likely to search online, 40% visit websites, and 23% discuss products with friends and family after seeing an ad.
• Healthcare and pharma brands are prominent advertisers on Hispanic TV networks, highlighting a significant engagement with this audience.

How Pharma Media Can Harness These Insights

1. Tap Into the Growth of CTV Usage

With 94% of Hispanic Americans having access to CTV, the medium offers a vast and highly engaged audience. Pharma companies can focus on delivering targeted messaging via CTV platforms, leveraging advanced targeting features to ensure their ads reach this tech-savvy audience. The preference for streaming (78%) also means brands may look to prioritize these platforms over traditional TV channels to maximize reach.

2. Embrace Free, Ad-Supported Streaming Platforms

Since 70% of Hispanic CTV users prefer ad-supported streaming content, pharmaceutical companies have ample opportunities to increase brand exposure through these platforms. Leveraging free, ad-supported apps can be more cost-effective, allowing for repetitive brand touchpoints that foster brand recall and engagement.

3. Ensure Cultural Relevance and Diversity

Diverse representation matters to Hispanic audiences, with 63% valuing ads that portray diverse communities and 64% paying more attention to those ads. Pharmaceutical ads should feature diverse actors, relatable narratives, and culturally relevant messaging to resonate with this audience. Additionally, ads that integrate Spanish language (51%) perform better, reinforcing the importance of bilingual messaging for brand success.

4. Focus on Performance-Based Advertising

Hispanic CTV users are more likely to take action after seeing ads—whether it’s searching online (41%), visiting a website (40%), or discussing a product (23%). Pharma companies can capitalize on this behavior by incorporating clear calls to action in their CTV ads, such as directing viewers to product websites or prompting discussions with healthcare professionals. This audience’s responsiveness to ads positions CTV as a valuable tool for driving performance marketing campaigns.

5. Utilize Multitasking to Your Advantage

With 94% of Hispanic CTV users multitasking during TV viewing, there is an opportunity to synchronize pharma ads with companion digital experiences. For example, pharma brands can create second-screen experiences, such as mobile ads, to complement their CTV campaigns and increase ad recall and engagement.

Conclusion

The Hispanic CTV audience presents a valuable opportunity for pharmaceutical companies to engage with a highly connected and responsive consumer base. By aligning advertising strategies with the preferences for streaming, diversity, and bilingual content, pharma brands can deepen their connection with this growing demographic while driving real-world actions such as product inquiries and purchases. This presents a strategic advantage in the competitive pharmaceutical advertising landscape.

Request the full report directly from LG Ad Solutions here.