NEW YORK--Speaking to Hispanic customers in a culturally relevant way is paying off for Nissan in both industry recognition – and in sales.
Nielsen named Nissan as the “Spanish-Language TV Advertiser of the Year” this morning during a press event to kick off the 2016 New York International Auto Show Media Preview Days at the Jacob Javits Convention Center in Manhattan.
This performance-based award is the result of viewers who evaluated each automotive brand on combined performance of the Spanish-language ads on recall, brand recall and likeability.
Nielsen TV Brand Effect employs a nationally representative online panel of TV viewers who have watched programs within the past 24 hours. These panelists answer survey questions about the programs they watched and the commercials to which they were exposed during the broadcasts. Since panelists respond based on what they watched in their homes (as opposed to a research environment), the results reflect real-life reaction to, and recall of, commercials.
"We realize the growth opportunity presented by the changing cultural demographics in the U.S. that is led by Hispanic consumers. Our intent is to create ads that deeply engage our Hispanic fans, including Spanish-language audiences, in a culturally relevant and authentic way,” said Jeremy Tucker, vice president, Nissan Marketing Communications & Media. “This comes through original, ground-up creative in our ads, and through participation in passion points, such as Nissan’s sponsorship of the Mexican National Team.’”
According to POLK Insights market data, Hispanic buyers delivered 33 percent of Nissan’s year-over-year retail sales growth in 2014; Hispanic customers represent 21 percent of Nissan’s consumer base.
The New York International Auto Show opens to the public on March 25 and runs through April 3. Nissan is displaying its newest models at the show, including the Altima sedan and Nissan Rogue crossover, both of which are enjoying particularly strong growth among Hispanic customers, up 13 percent and 49 percent respectively in the segment. Nissan also has its new 2017 Nissan GT-R on display, which is making its global debut at the New York show.
About Nissan North America
In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program and has been recognized annually by the U.S. Environmental Protection Agency as an ENERGY STAR® Partner of the Year since 2010. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at NissanUSA.com and InfinitiUSA.com, or visit the U.S. media sites NissanNews.com and InfinitiNews.com.
About Nissan Motor Co.
Nissan Motor Co., Ltd., Japan's second-largest automotive company, is headquartered in Yokohama, Japan, and is part of the Renault-Nissan Alliance. Operating with more than 247,500 employees globally, Nissan sold 5.32 million vehicles and generated revenue of 11.38 trillion yen (USD 103.6 billion) in fiscal year 2014. Nissan delivers a comprehensive range of more than 60 models under the Nissan, Infiniti and Datsun brands. Nissan leads the world in zero-emission mobility, dominated by sales of the LEAF, the first mass-market, pure-electric vehicle. It is the best-selling EV in history. For more information on our products, services and commitment to sustainable mobility, visit our website at Nissan-Global.com/EN/.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world's population. For more information, visit www.nielsen.com.