Media viewing language behavior, not language preference at home, drives the language composition of the spot exposed to the corresponding evaluation sample. In other words, for Hispanics, we expose ads (English or Spanish) according to the TV & video viewing language habit of the respondent specifically as follows:
- HEMV = Hispanic English Media Viewers – could watch English Media Only, Mostly English Media, Equally English & Spanish Media, MostlySpanish but Some English Media, [Excludes Spanish Media Only viewers] – this sample is exposed to English ads
- HSMV = Hispanic Spanish Media Viewers – could watch Spanish Media Only, Mostly Spanish Media, Equally Spanish & English Media, MostlyEnglish Media but Some Spanish, [Excludes English Media Only viewers] 0 English Media Only – this sample is exposed to Spanish ads
- HBMV = Hispanic English & Spanish Media Viewers (Bilingual) – could watch Mostly Spanish Media, Equally Spanish & English Media, MostlyEnglish Media but Some Spanish, [Excludes English Media Only viewers] 0 English Media Only – this sample is exposed to Spanish, English andSpanglish ads
Some portions of HSMV (Spanish Mostly viewers and Equally Spanish & English viewers) will see English ads, however, a Spanish Only media viewer will not see an English ad.
Similarly, some HEMV (English Mostly and Equally Spanish & English) will see Spanish ads, however, an English Only media viewer will not see anEnglish ad.
Hispanic Bilingual Media Viewers is uncommon as a primary target because ads are mostly in one of the two languages with a tagline/call-to-action in the other. Having said that, all spots, whether in English and Spanish, will have HB viewer scores in the Dashboards.
The resulting samples are minimally weighed according to the precise proportions.