Group M, Kantar To Use Set-Top Data To Study Hispanic Consumers

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 


About Ivan Cevallos

Blogger, entrepreneur, strategist, and digital producer. View all posts by Ivan Cevallos

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