Page 8 - Hispanic Market Guide 2022

5 More Latinos are needed behind and in front of the camera. Latino representation on TV is largely driven by Spanish-language content. Without it, Latino representation drops to 6% across all TV, according to Gracenote Inclusion Analytics. 39% of Latinos feel there is not enough representation of their identity group on TV. 55% say they are more likely to buy products from brands that advertise on content featuring someone from their identity group. Almost 60% say they are more likely to watch content featuring their identity group. Less than 10% of the 87 ads that ran during the 2021 Super Bowl were directed by just three women and “at most” five people of color, according to an analysis from AdAge. Stereotypical typecasting and storylines remain LOVE FRIENDSHIPS FAMILY HOMES DAUGHTERS EMOTIONAL MELODRAMATIC WHITE WOMEN LATINA POLICE STATIONS SUSPENSEFUL DYSFUNCTION HUSBANDS Copyright © The Nielsen Company “Inclusion, Information, and Intersection: The Truth about Connecting with U.S. Latinos” 2022 8 HMC 2022 HISPANIC MARKETING COUNCIL