Are there any market sectors that have been particularly successful with DRTV advertising to the Hispanic market?
The ingestible category has been extremely successful due to the fact of lack of medical insurance in the Hispanic market. They are used to finding self-help products to take care of physical needs. Vitamins in upsell scenarios do better than English [-language sells]. Fitness: The Hispanic consumer is younger and very much influenced by the music industry and new trends, and there is no shame in wanting to look better and losing weight. Beauty: Physical appearance is very important to Hispanics, which is why they outspend the general market in this category, from shampoo to make-up to clothes. House-ware products do well, especially if you can show the product cooking Spanish food. Hardware products also do very well. Basically, if any product has tested well in English it has a leg in Spanish, unless it is completely off the mark like golf products – at least for now. Is there anything else you want advertisers to know? There was a time when advertisers would say, “We’ll wait till U.
