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Viewers' Pick: Nissan Rogue's Spanish CUV spot (above and on home page) was named tops by Hispanics, per Nielsen IAG.
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Hispanic Marketing Report: Rogue Star
A Spanish-language spot for the Nissan CUV, based on the children's game Marco Polo, was the most liked, per Nielsen IAG.
July 14, 2008
By Della de Lafuente
NEW YORK A spot for the Nissan Rogue crossover SUV, based on the children's game Marco Polo, was the most liked Spanish-language TV spot for the first half of 2008, per Nielsen IAG.
The Nissan ad, created in English by TBWA\Chiat\Day, Los Angeles, and adapted in Spanish by The Vidal Partnership, New York, which shows a young man and woman playing the game (a variation on tag) in a city environment using GPS and cell phone technology, tops a list of the 10 TV spots that demonstrated the most "likability" as measured by Nielsen IAG, which, like "Hispanic Marketing Report," is owned by The Nielsen Co.
The commercials aired between Jan. 1 and June 30 on Telemundo and Univision, and were watched by Hispanic viewers on the Nielsen IAG panel, which includes nearly 20,000 predominantly Spanish-dominant Hispanics of various acculturation levels and geographic areas.
A TV spot's likability score is the percentage of TV viewers, among those recalling the brand, who report to like "a lot" an ad that they were exposed to during the normal course of viewing TV.
"Humor is the common theme in the spots, which usually resonates well with viewers," said Barbara Zack, managing director, chief strategic officer, Nielsen IAG.
Consumers seem to like the product as well. Sales for the Rogue, which was introduced earlier this year, hit 36,000, per Autodata, Woodcliff Lake, N.J.
The second most liked ad was a Spanish TV spot created for RadioShack by Draftfcb Puerto Rico.
TBWA\Chiat\Day also handled creative duties for the Visa Check Card, the third most well liked ad, with Lopez Negrete Communications, Houston, adapting the spot for Spanish TV.
The Vidal Partnership was behind the Spanish creative that garnered Heineken Premium Light the No. 4 spot on the list with Austin, Tex.-based LatinWorks' recent acquisition, Cultura, adapting the Spanish for BBDO's English-language creative for M&M's Candies in the No. 5 position.
Separately, LatinWorks' Spanish creative for Domino's was the seventh most liked TV spot, followed by No. 8 Ford Edge, Zubi Advertising, Miami; No. 9 Pine-Sol, Dieste Harmel & Partners, Dallas; and No. 10 Allstate, Lapiz Hispanic Marketing, Chicago.
Top 10 Most Liked Spanish TV Spots
1. Nissan Rogue
TBWA\Chiat\Day, Creative;
The Vidal Partnership, Spanish;
2. RadioShack
Draftfcb Puerto Rico
3. Visa Check Card
TBWA\Chiat\Day, Creative;
Lopez Negrete, Spanish;
4. Heineken Premium Light
The Vidal Partnership
5. M&M's Candies
BBDO, Creative;
Cultura/LatinWorks, Spanish;
6. Excedrin Extra Strength
N/A
7. Domino's Pizza
LatinWorks
8. Ford Edge
Zubi Advertising
9. Pine-Sol
Dieste Harmel & Partners
10. Allstate
Lapiz Hispanic Marketing
Source: Nielsen IAG
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