TV's battle for Hispanic ad dollars is getting more intense



Spanish-language TV has been a complicated space for many U.S. advertisers: There's too little understanding of the Hispanic consumer, and the language barrier prevents many chief marketing officers from appreciating the cultural relevance of programming they way they easily recognize the buzz around an English-language show like "This Is Us."

That dynamic and others resulted for a time in a shift in ad dollars from networks like Univision and Telemundo toward English-language media where brands believed they could also reach the massive Hispanic community.

But the tactic as executed often didn't meet expectations, and now some marketers are poised to re-enter the Spanish-language marketplace during this year's TV upfronts, when networks look to sell a bulk of their commercial time for the next season.

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jpoggi@adage.com (Jeanine Poggi)