I recently attended a conference and listened in on a session addressing language use in advertising. The question of which language to use in advertising comes up frequently in Hispanic strategic planning since budgets don’t always allow for dual language campaigns. The presenter in this particular session said that language was secondary to the cultural touch points in the advertising. The next session at the conference presented research on how respondent’s brains react to advertising depending on language used and found that language did indeed matter. Who was right? Could bilingual advertising be a viable solution?

1. ThinkNow Link™
Copy Test Analysis
November 2014
BilingualAd

2. •Recently, a 30 second AT&T television ad, Vive Sin Compromisos, caught our attention. It shows young, appealing, Latino’s talking about themselves and reacting to the company’s cellular service.
•What makes this ad stand out is that the actors speak in English, Spanishand mix of the two; Spanglish.
•We wanted to see how the ad resonated with Spanish Preferred Hispanics, English Preferred Hispanicsand Bicultural Millennials by testing it through our ThinkNow Link™online ad test.
•We also tested it against non-Hispanic viewersto determine their reaction should the ad air on English language television.
Background

3. The Ad

4. Contents
4
Methodology
Key Findings
Detailed Findings: Hispanic
Appendix
Detailed Findings: Non-Hispanic

5. Methodology

6. Methodology
6
Method
Monadic blind test with Test group and Control group.
All interviews conducted online via ThinkNow Research Omnibus.
Adstested
AT&T “Vive Sin Compromisos” (Spanglish)
AudiencesTesting Ad:
•Hispanics who watchTV in Spanish
•Hispanics who watch TV in English
•Non-Hispanics who watch TV in English
Test groups
In a sequence of five advertisements:
•Half saw a clutter reel with thead shown in 2ndposition
•Half saw a clutter reel with the ad shown in 4thposition
Control groups
Not exposed to advertisement
SamplingCriteria:
•18-64 years of age
•Watch 5+ hours of TV in a normal week in language
Sampling:
HispanicSpanish: Control n=159, Testn=158
Hispanic English: Control n=132, Test n=133
Non-Hispanic English: Control n=169, Test n=170
Norms Used:
59 Spanish-language ads tested among Hispanics
19 English-language ads tested among Hispanics
78 ads in either language tested among bicultural millennials
15 English-language ads tested among non-Hispanics

7. Key Findings

8. Key Findings
8
Overall, the “Vive Sin Compromisos” ad had trouble finding its core audience. While it appealed most to Spanish preferred Hispanics, its test scores with this segment were mostly at or below normative levels.
•Ad Recall is at normative levels among all Hispanic groups and significantly lower than the norms for non-Hispanics.
•“Vive Sin Compromisos” generates below average unaidedpurchase preference for AT&T among all groups of consumers, especially among Spanish preferred and Bicultural Millennial Hispanics.
•The ad was considered confusingand irritatingabove normative levels by all groups tested.
•Perception among respondents is that the brand being featured isnot as clear/obvious as most other ads.
•Brand Equity measures were mostly at or below normative levels or all groups with the exception of English preferred Hispanics who viewed the ad giving AT&T above average scores for quality.

9. Key Findings
9
Among Bicultural Millennials (the target audience for this ad), purchase intent was considerably lower than norms, but there are notable lifts in the brand equity statements “consistently high quality,” “is one of the best” and “is appropriate for your lifestyle and needs.” Among this group the ad scores above average for being believableand informativewhile telling the consumer something new andimportant.
As might be expected, a bilingual ad featuring Bicultural Millennial Hispanics did not perform well among non-Hispanics. The scores are included here to better understand how Spanish language and/or bilingual ads might impact non-Hispanics when aired on English language television.
The results of this test should not be interpreted as advocating for a particular approach to multicultural advertising. It is meant to highlight some of the challenges and tradeoffs inherent in this method.

10. Detailed Findings

11. Ad Recall is at normative levels among all English and Spanish language preferred Hispanics as well as Bicultural Hispanic Millennials
11

12. Recall brand49%
Hispanics:
Spanish TV
Brand Recall
Recall brand53%
Hispanics:
English TV
Recall brand44%
Hispanics: Bicultural Millennials
12
Q: Thinking back on the video that was shown, can you name the brands of all the products and/or services featured in the commercials that you remember seeing? A: AT&T among the brands mentioned
indicates statistically significant differences between test audience groups at 95% confidence level
Ad Recall Norms: 50%
52%
44%

13. The AT&T ad generates below average unaided purchase preferencefor AT&T among all groups of consumers, especially among Spanish Preferred Hispanics and Bicultural Millennials
13

14. Unaided Purchase Preference
Q: If you were planning on purchasing services from a cell phone provider, which company would you most likely buy it from?
indicates statistically significant differences between test and control groups at 95% confidence level
24%
14%
13%
3%
30%
10%
10%
7%
Hispanics:
Spanish TV
Control
Test
20%
21%
18%
7%
24%
9%
18%
4%
Hispanics:
English TV
Control
Test
24%
17%
13%
7%
21%
7%
17%
6%
Hispanics: Bicultural Millennials
Control
Test
Norm Δ: +21%
Norm Δ: +12%
Norm Δ: +16%

Δ: +6%
Δ: +4%
Δ: -3%

15. The AT&T ad generates:
Negative aided purchase considerationfor AT&T among Spanish preferred Hispanics
Below normative resultsfor Bicultural Millennials
Positive resultsamongEnglish preferred Hispanics.
15

16. 34%
40%
Top Box
Hispanics:
English TV
Control
Test
Aided AT&T Purchase Consideration
54%
55%
Top Box
Hispanics:
Bicultural Millennials
Control
Test
16
Q: If you were planning on purchasing services from a cell phone provider, would you consider purchasing from AT&T?
indicates statistically significant differences between test and control groups at 95% confidence level
65%
57%
Top Box
Hispanics:
Spanish TV
Control
Test
Δ: -8%
Δ: +6%
Δ: +1%
Top Box Norms:
Δ: +6%
Δ: +2%
Δ: +4%

17. The AT&T ad was considered confusingand irritatingabove normative levels by all groups tested
The Spanish preferred group felt it was informative
Bicultural Millennials rated it informativeandbelievable
17

18. 87%
88%
89%
82%
82%
58%
42%
44%
84%
76%
76%
80%
77%
61%
20%
24%
Hispanics: Bicultural Millennials (C)
72%
68%
74%
68%
59%
39%
30%
32%
79%
71%
73%
72%
68%
44%
9%
13%
Hispanics:
English TV (B)
Commercial Attributes
18
Q: Please indicate whether you agree or disagree that the word describes the commercial you have just seen. The commercial was...
A: Top 2 Box Agree The commercial was...
indicates statistically significant differences between test audience groups at 95% confidence level
86%
85%
86%
85%
81%
67%
35%
37%
86%
79%
78%
82%
78%
65%
19%
22%
Likeable
Believable
Informative
Entertaining
Convincing
Funny
Confusing
Irritating
Hispanics:
Spanish TV (A)
B
B
B
B
B
B
##%/##%indicates significant differences in ad performance vs. norms at the 95% confidence level
B
B
B
B
B
B
B
Norm
Norm
Norm

19. The Spanish preferred group and Bicultural Millennials gave the ad high marks for telling them something importantand new
19

20. 79%
78%
83%
80%
79%
75%
70%
59%
70%
65%
66%
76%
75%
73%
69%
52%
Hispanics: Bicultural Millennials (C)
64%
57%
62%
59%
57%
52%
52%
38%
55%
55%
60%
65%
64%
59%
51%
41%
Hispanics:
English TV (B)
Commercial Ratings
20
Q: Please indicate whether you agree or disagree that the word describes the commercial you have just seen. The commercial was...
A: Top 2 Box Agree The commercial...
indicates statistically significant differences between test audience groups at 95% confidence level
77%
82%
81%
77%
79%
77%
73%
58%
74%
69%
67%
79%
77%
75%
71%
55%
Is different fromother commercials
Tells me somethingimportant
Tells you somethingnew
Makes you feel goodabout the brand
Fits with the wayyou feel about the…
Is for people like you
Is relevant to mepersonally
Stirs your emotions
Hispanics:
Spanish TV (A)
B
B
B
B
B
B
B
B
##%/##%indicates significant differences in ad performance vs. norms at the 95% confidence level
B
B
B
B
B
B
B
B
Norm
Norm
Norm

21. The adwas considered to be at or below normative levelsfor memorabilityby all groups
The advertised brandwas not considered memorableby all groups
21

22. 37%
48%
15%
0%
45%
39%
14%
2%
Hispanics: Bicultural Millennials(C)
Was Commercial Noticeable and Memorable?
22
Q: If this commercial were running on TV, which of the following describes your opinion about whether or not other people would notice and remember it. indicates statistically significant differences between test audience groups at 95% confidence level
B
AC
B
##%/##%indicates significant differences in ad performance vs. norms at the 95% confidence level
26%
45%
26%
3%
30%
41%
24%
4%
Hispanics:
English TV (B)
47%
39%
13%
1%
50%
38%
11%
2%
Practically everyonewould notice andremember it
Most people wouldnotice/remember
Some people
Almost no one would
Hispanics:
Spanish TV (A)
Norm
Norm
Norm

23. 25%
55%
17%
3%
47%
46%
6%
1%
Hispanics: Bicultural Millennials(C)
Was Advertised Brand Clear?
23
Q: When you first saw the commercial, how obvious or clear did you think the brand being advertised was?
indicates statistically significant differences between test audience groups at 95% confidence level
BC
A
##%/##%indicates significant differences in ad performance vs. norms at the 95% confidence level
20%
50%
24%
6%
39%
49%
11%
2%
Hispanics:
English TV (B)
37%
47%
12%
5%
50%
44%
6%
1%
So obvious and clearthat everyone willremember it
Most people willremember theadvertiser/brand
A lot of people won’t remember the advertiser/brand
Most people won’t remember the advertiser/brand
Hispanics:
Spanish TV (A)
Norm
Norm
Norm

24. Brand Equity measures were mostly at or belownormative levels for English andSpanish preferred Hispanicswho viewed the ad.
The ad generates much stronger improvement than average in some brand equity metrics among Bicultural Millennials.
24

25. Impact on Brand Equity
Hispanics: SpanishTV
Hispanics:EnglishTV
Hispanics: BiculturalMillennials
Top 2 Box Agree:
AT&T
Control
n=159
Test
n=140
Change
Norm
Control
n=132
Test
n=118
Change
Norm
Control
n=102
Test
n=84
Change
Norm
Is a popular brand.
88%
89%
+1%
+5%
79%
82%
+3%
+4%
80%
87%
+7%
+2%
You are familiar with and understand what this brand is about.
79%
82%
+3%
+6%
77%
77%
0%
+7%
82%
86%
+4%
+3%
Has consistently high quality.
79%
79%
0%
+5%
55%
66%
+11%
+1%
69%
80%
+11%
+1%
Is one of the best.
73%
80%
+7%
+6%
54%
57%
+3%
+3%
68%
81%
+13%
+2%
Is appropriate and fits your lifestyle and needs.
70%
74%
+4%
+7%
50%
55%
+5%
+1%
65%
74%
+9%
+3%
Is the only brand for you.
62%
64%
+2%
+7%
34%
38%
+4%
+3%
56%
58%
+2%
+4%
Q: Please indicate whether you agree or disagree that the statement describes AT&T.
indicates statistically significant differences between test and control groups at 95% confidence level

26. Non-Hispanics
Detailed Findings

27. As might be expected, a bilingual ad featuring Bicultural Millennial Hispanics did not perform well among non- Hispanics. The scores are included here to better understand how Spanish language and/or bilingual ads might impact non-Hispanics when aired on English language television.
27

28. Recall brand41%
28
Q: Thinking back on the video that was shown, can you name the brands of all the products and/or services featured in the commercials that you remember seeing? A: AT&T among the brands mentioned
indicates statistically significant differences between test audience groups at 95% confidence level
Ad Recall Norm: 52%
Significantly below the norm
Non-Hispanics: English TV
Non-Hispanic English TV
Top 2 Box Agree:
AT&T
Control
n=169
Test
n=158
Δ
Norm
Is a popular brand.
80%
77%
-3%
+5%
You are familiar with and understand what this brand is about.
75%
69%
-6%
+7%
Has consistently high quality.
69%
62%
-7%
+4%
Is one of the best.
68%
57%
-11%
+5%
Is appropriate and fits your lifestyle and needs.
57%
54%
-3%
+1%
Is the only brand for you.
31%
31%
0%
+4%
Impact on Brand Equity
Brand Recall

29. 53%
31%
49%
39%
Top 2 Box
Top Box
Control
Test
29
Q: If you were planning on purchasing services from a cell phone provider, would you consider purchasing from AT&T?
indicates statistically significant differences between test and control groups at 95% confidence level
Δ: +8%
Norm: Δ: +3%
Aided AT&TPurchase Consideration
23%
30%
12%
7%
31%
26%
9%
8%
Control
Test
Norm Δ: +15%
Non-Hispanics: English TV
Unaided Purchase Preference

30. 58%
59%
51%
53%
47%
28%
36%
36%
80%
76%
76%
72%
65%
44%
10%
13%
30
Q: Please indicate whether you agree or disagree that the word describes the commercial you have just seen. The commercial was...
A: Top 2 Box Agree The commercial was...
##%/##%indicates significant differences in ad performance vs. norms at the 95% confidence level
Norm
60%
47%
45%
43%
42%
42%
39%
34%
54%
57%
60%
65%
62%
53%
47%
39%
Norm
Commercial Attributes
Commercial Ratings
Non-Hispanics: English TV

31. 22%
31%
38%
8%
28%
44%
25%
3%
Non-Hispanics: English TV
31
Q: If this commercial were running on TV, which of the following describes your opinion about whether or not other people would notice and remember it. indicates statistically significant differences between test audience groups at 95% confidence level
##%/##%indicates significant differences in ad performance vs. norms at the 95% confidence level
Norm
Commercial Noticeable and Memorable?
19%
33%
28%
20%
36%
48%
13%
3%
Norm
Advertised
Brand Clear?

32. Appendix

33. 20%
21%
22%
15%
14%
21%
17%
7%
Hispanics:
English TV
Control
Test
23%
28%
20%
23%
14%
23%
19%
11%
Hispanics: Bicultural Millennials
Control
Test
Cellular Service Providers Purchased From
33
Q: At which, if any, of the following companies of cell phone providers have you purchased in the past 12 months?
Note: Weights applied to insure overall Spanish and English control and test samples have similar proportions of AT&T customers.
indicates statistically significant differences between test and control groups at 95% confidence level
26%
26%
31%
12%
22%
26%
21%
17%
Hispanics:
Spanish TV
Control
Test

25%
19%
16%
9%
32%
20%
11%
12%
Non-Hispanics: English TV
Control
Test

34. Sample Profile
Metric
Hispanics
SpanishTV
Control
n=159
Hispanics Spanish TV
Test
n=158
Hispanics
EnglishTV
Control
n=132
Hispanics English TV
Test
n=133
Bicultural Millennials
Control
n=102
Bicultural
Millennials
Test
n=97
Non-Hisp. English TV
Control
n=169
Non-Hisp. English TV
Test
n=170
Male
53%
53%
53%
53%
58%
63%
49%
49%
Female
47%
47%
47%
47%
42%
37%
51%
51%
Age:
18 to 24
15%
15%
17%
17%
37%
38%
12%
12%
25 to 34
33%
33%
28%
28%
63%
62%
18%
18%
35 to 44
26%
26%
25%
25%
-
-
19%
20%
45 to 54
16%
16%
18%
18%
-
-
27%
27%
55 to 64
10%
10%
12%
12%
-
-
24%
24%
Mean age
37
37
37
37
27
26
43
43
Census Region:
Northeast
13%
13%
16%
16%
15%
12%
20%
20%
Midwest
9%
9%
8%
8%
4%
8%
25%
25%
South
37%
37%
35%
35%
35%
28%
34%
35%
West
41%
41%
41%
41%
47%
52%
21%
21%
Born in the U.S.
51%
52%
78%
79%
72%
65%
95%
95%
Moved here
49%
48%
22%
21%
28%
35%
5%
5%
Note: Weights applied to overall Spanish and English control and test samples have similar demographics consistent with each audience profile.
indicates statistically significant differences between test and control groups at 95% confidence level

35. Sample Profile
Metric
Hispanics
SpanishTV
Control
n=159
Hispanics Spanish TV
Test
n=158
Hispanics
EnglishTV
Control
n=132
Hispanics English TV
Test
n=133
Bicultural Millennials
Control
n=102
Bicultural
Millennials
Test
n=97
Non-Hisp. English TV
Control
n=169
Non-Hisp. English TV
Test
n=170
Marital Status:
Single
22%
28%
31%
32%
37%
43%
28%
32%
Married or living with partner
70%
66%
57%
60%
56%
54%
54%
55%
Separated/divorced/widowed
8%
6%
11%
8%
6%
3%
18%
13%
Mean household size
3.2
3.2
3.3
3.0
3.3
3.1
2.8
2.7
1 or more children <18
68%
67%
58%
46%
64%
67%
34%
38%
HouseholdIncome:
Less than $50,000
48%
48%
52%
52%
48%
52%
38%
39%
$50,000 to less than $100,000
35%
36%
31%
31%
24%
38%
32%
31%
$100,000 or more
16%
16%
14%
14%
24%
9%
27%
27%
Prefer not to state
1%
-
3%
3%
4%
1%
3%
3%
AVERAGE Income ($000)
$61
$62
$56
$54
$63
$54
$66
$67
Note: Weights applied to overall Spanish and English control and test samples have similar demographics consistent with each audience profile.
indicates statistically significant differences between test and control groups at 95% confidence level

36. Sample Profile
Metric
Hispanics
SpanishTV
Control
n=159
Hispanics Spanish TV
Test
n=158
Hispanics
EnglishTV
Control
n=132
Hispanics English TV
Test
n=133
Bicultural Millennials
Control
n=102
Bicultural
Millennials
Test
n=97
Non-Hisp. English TV
Control
n=169
Non-Hisp. English TV
Test
n=170
Education:
Less than high school
6%
3%
3%
4%
3%
4%
1%
4%
High school graduate/GED
17%
18%
20%
21%
24%
20%
29%
24%
Some college/trade school
36%
45%
46%
43%
41%
49%
43%
40%
Bachelor's degree or higher
41%
35%
31%
33%
32%
27%
27%
32%
EmploymentStatus:
Employed (net)
74%
79%
63%
63%
78%
78%
61%
64%
Work full-time
56%
63%
40%
43%
59%
54%
36%
46%
Work part-time
9%
10%
13%
12%
10%
15%
7%
12%
Self-employed/bus. owner
8%
3%
7%
6%
6%
1%
18%
6%
Student, employed
1%
2%
3%
2%
3%
7%
-
-
Full-time Homemaker
14%
6%
10%
9%
6%
-
9%
10%
Retired
3%
2%
7%
4%
-
1%
12%
5%
Student, not employed
1%
5%
9%
4%
11%
10%
6%
3%
Currently unemployed
7%
7%
5%
15%
4%
9%
7%
11%
Unable to work/Disabled
-
2%
5%
4%
-
2%
6%
7%
Note: Weights applied to overall Spanish and English control and test samples have similar demographics consistent with each audience profile.
indicates statistically significant differences between test and control groups at 95% confidence level

37. Sample Profile
Metric
Hispanics
SpanishTV
Control
n=159
Hispanics Spanish TV
Test
n=158
Hispanics
EnglishTV
Control
n=132
Hispanics English TV
Test
n=133
Bicultural Millennials
Control
n=102
Bicultural
Millennials
Test
n=97
Language Spokenat Home:
Spanish only
11%
13%
-
-
1%
1%
Spanish mostly
46%
39%
16%
18%
32%
34%
Spanish and English equally
35%
42%
28%
23%
51%
47%
English mostly
7%
7%
27%
30%
13%
15%
English only
-
-
29%
30%
3%
3%
Hispanic Origin:
Mexican or Mexican American
62%
63%
63%
61%
73%
71%
Puerto Rican
16%
16%
21%
17%
9%
8%
South American
11%
10%
8%
7%
11%
4%
Cuban
5%
5%
6%
6%
3%
5%
Central American
3%
9%
5%
8%
2%
12%
Dominican
3%
1%
2%
2%
2%
2%
Acculturation Level:
Low Acculturation
42%
31%
9%
5%
-
-
Medium Acculturation
56%
67%
51%
51%
100%
100%
High Acculturation
3%
2%
40%
45%
-
-
Note: Weights applied to overall Spanish and English control and test samples have similar demographics consistent with each audience profile.
indicates statistically significant differences between test and control groups at 95% confidence level

38. Quantitative Research
Carlos Yanez
818-843-0220 x110
carlos@thinknowresearch.com
Qualitative Research
Jairo Moncada
818-843-0220 x111
jairo@thinknowresearch.com
Panel
Gus Peña
818-843-0220 x107
gus@thinknowresearch.com
ContactInfo
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102
roy@thinknowresearch.com