On the heels of Univision reporting that it was number one for two consecutive weeks among adults 18-34 and 18-49 comes news from the Pew Hispanic Center that a growing share of Latino adults are consuming news in English from television, print, radio and internet outlets, and a declining share are doing so in Spanish.
Naturally, many marketers are going debate whether they should try to connect with Latinos in English or Spanish. Many advertisers might feel relief that they can run their general market campaigns and not have to worry about a Spanish-language one.
So what language should you select? The answer is both. However, what shouldn't be lost in the discussion is the issue of cultural relevance. That is above and beyond language selection. While English-language ads may REACH Latinos, they won't necessarily CONNECT with them if the message is not relevant to them."
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