IPR is featuring research and some of the many Hispanic pioneers who have had an impact on the field of public relations in celebration of Hispanic Heritage Month.
Nielsen studied advertising spend on diversity and inclusion (D&I) and impacts of advertising on Spanish Language networks (S&L).
A review of census bureau data and past Nielsen intel, covering 100 categories and 50 countries, was conducted between 2017 and 2020.
Key findings include:
1.) A majority of brands spent less than 10% of their total national TV advertising budget on D&I networks.
— 38% of consumer-packaged goods (CPG) companies spent no money on advertisements on D&I networks.
2.) Return on advertising spend for high D&I investment brands was more than double than that of low D&I investment brands.
3.) CPG brands who advertised on S&L networks had a 39% higher return on advertising spend compared to brands who did not.
Find the original research here.
