Research has always been the base under which media buyers and marketers allocate budgets. Research for Hispanic media has not reach the level of debt that the general market has. I look forward to the results of this work. We are in a time of transition, a time when both sides of the language equation battle for media money. The Census shows us that Latino/Hispanic growth is taking place via U.S. born children and not new immigrants. However, leading Spanish language broadcasters continue to lead ratings in key demos among all broadcasters. Group M and Kantar Media, I look forward to the results.
Group M and Kantar Media, both WPP companies, will explore the relationship between Hispanic consumers’ programming and viewing behavior by integrating “the return path data from set-top boxes with other data” about product purchases, writes Jon Lafayette. Read more http://bit.ly/v6933w