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Hispanic Millennial Momvertising Opps: Acura switches gears in new ad campaign

The goal of Orci. The first spot stresses the importance of family, especially for moms since female drivers reportedly make up 40% of MDX sales in the Hispanic market. A second spot aired in both Spanish and English, and both will continue rolling out throughout the spring.

The Spanish-language versions of the TV spots now runs on national broadcast networks such as Teleumundo, Univision, National Geographic and Discovery; the English-language one is running across Acura's March Madness media buy on ESPN, TNT and TBS. The campaign's online video now streams on networks such as Hulu, along with high-impact digital and editorial networks. A series of videos are also running throughout the month on Facebook and Instagram.

Since the beginning of 2021, iSpot reports Acura has spent approximately $19.8m on national TV commercials, down 19% from the approximately $24.5m it spent within the same 2020 timeframe. The brand ended up spending approximately $76.3m on this channel in 2020, similarly down 15% from the approximately $89.7m it spent in 2019.. Acura's 2021 commercials have targeted a wide, male-skewed audience with targeted shows including NFL Football, College Basketball, Dr. Phil, PGA Tour Golf and NBA Basketball.

According to Pathmatics, the brand has allocated roughly $5.8m toward digital ads YTD, down 31% from the roughly $8.4m it had allocated by this point last year. Acura's estimated full-year 2020 spend dropped by 19% to $24.6m from that of $30.4m in 2019. It has earned around 422m digital impressions so far this year via desktop video (58%), desktop display (27%), mobile display (9%), Facebook (5%) and Instagram (1%) ads. 87% of this year's desktop video ads were placed site direct, primarily onto sports.yahoo.com (34%), yahoo.com, imdb.com, delish.com and caranddriver.com; 92% of this year's desktop display ads were placed site direct, primarily onto espn.com (26%), imdb.com (25%), totalbeauty.com, travelandleisure.com and mamaslatinas.com.

Remember that Acura is particularly targeting parents; though it tends to target men, it's particularly targeting women (especially moms) right now. Its target demographic also skews strongly toward Hispanic audiences. Its drops in spend may reverse with this new ad campaign. Acura's target demographic also tends to consist primarily of millennials. Per Kantar data, the brand also invests in print (magazines) and local broadcast. It holds planning conversations in Q2 and buying conversations in Q1.

Agency & martech readers - Nothing points to upcoming reviews here, so read elsewhere for now. As I briefly mentioned, Orci handles Acura's multicultural efforts; it also works with creative AOR RPA CA.