Votes are in: among US Hispanics, the big winner on Sunday night was Taco Bell.
According to a poll conducted by YaSabe.com, Taco Bell’s ‘Viva Young’ spot that aired during the second quarter of the game was the most popular commercial of the night. Second place with the coveted Hispanic demographic went to Doritos and its first quarter ‘Goat 4 Sale’ spot.
Taco Bell’s winning spot was the only commercial of the night that featured Spanish language content, though the translated version of ‘We Are Young’ was likely intended to appeal to English-speaking audiences as well. While the commercial was well-received in general, finishing in a respectable 11th place in USA Today’s Ad Meter results, the commercial does appear to have fared much better among Hispanics viewers, compared with the audience overall.
Other spots that stood out in the poll, including Budweiser’s ‘Horse and Trainer Reunited’, serve to remind us that advertisers do not necessarily need to design commercials that cater to Hispanics in order to build their brands among that segment. Understanding and considering the impact of traditional advertising campaigns on the Hispanic segment is an increasingly critical component of good ‘Hispanic marketing’.
The polling suggests that 48% of Hispanic adults in the US tuned in to watch this year’s Super Bowl, and 26% of those indicated that they cared more about the commercials than the game itself – so the advertisers did make an impression on Hispanic consumers. But Taco Bell showed that it is possible to use Spanish language content to make special connections with Hispanic consumers, who after all are the fastest growing consumer demographic in the United States. 
* Findings are based on 518 respondents to polls conducted in Spanish at YaSabe.com
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