Press release
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marzo 24, 2016 - Nissan
Nissan named “Spanish TV Advertiser of the Year” by Nielsen
Comunicato Stampa disponibile solo in lingua originale.
- This is a first-win for #nissan, who has been a finalist in the annual awards seven times prior
- Hispanic customers comprise 21 percent of Nissan's annual sales
NEW YORK – Speaking to Hispanic customers in a culturally relevant way is paying off for #nissan in both industry recognition – and in sales.
Nielsen named #nissan as the "Spanish-Language TV Advertiser of the Year" this morning during a press #event to kick off the 2016 #newyork International #auto Show Media Preview Days at the Jacob Javits Convention Center in Manhattan.
This performance-based award is the result of viewers who evaluated each automotive brand on combined performance of the Spanish-language ads on recall, brand recall and likeability.
Nielsen TV Brand Effect employs a nationally representative online panel of TV viewers who have watched programs within the past 24 hours. These panelists answer survey questions about the programs they watched and the commercials to which they were exposed during the broadcasts. Since panelists respond based on what they watched in their homes (as opposed to a research environment), the results reflect real-life reaction to, and recall of, commercials.
"We realize the growth opportunity presented by the changing cultural demographics in the U.S. that is led by Hispanic consumers. Our intent is to create ads that deeply engage our Hispanic fans, including Spanish-language audiences, in a culturally relevant and authentic way," said Jeremy Tucker, vice president, #nissan Marketing Communications & Media. "This comes through original, ground-up creative in our ads, and through participation in passion points, such as Nissan's sponsorship of the Mexican National Team.'"
According to POLK Insights market data, Hispanic buyers delivered 33 percent of Nissan's year-over-year retail sales growth in 2014; Hispanic customers represent 21 percent of Nissan's consumer base.
The #newyork International #auto Show opens to the public on March 25 and runs through April 3. #nissan is displaying its newest models at the show, including the Altima sedan and #nissan Rogue crossover, both of which are enjoying particularly strong growth among Hispanic customers, up 13 percent and 49 percent respectively in the segment. #nissan also has its new 2017 #nissan GT-R on display, which is making its global debut at the #newyork show.
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