Telemundo, Tapestry & IRI to launch Hispanic Ad Effectiveness Study

Telemundo Media, Tapestry and Information Resources, Inc. (IRI) announced the launch of a proprietary new study to maximize the return on investment of Hispanic advertising campaigns to be launched this fall. The study will be the first in the industry to utilize IRI’s exclusive store-level data and offer clients the ability to utilize its Hispanic Marketing Mix Models to evaluate the effectiveness of Hispanic advertising campaigns.

“Telemundo’s partnership with IRI and SMG Multicultural represents another ground-breaking effort to qualify and quantify the power of the U.S. Hispanic to deliver category-leading business results to marketers,” said Jacqueline Hernández, Chief Operating Officer, Telemundo Media. “As a leader in exploring and understanding the unique needs and motivations of the U.S. Hispanic, Telemundo is proud to play a key role in an ongoing study that will demonstrate what really takes to win at the cash register.”

The findings of the innovative study will determine which mix of media strategies provide the maximum return on investment and will improve the execution of Hispanic-focused advertising campaigns by targeting data only from stores in predominantly Hispanic areas. This approach is a radical shift from the industry standard which has, until now, measured return on investment of Hispanic-focused advertising campaigns against general market consumer data as a whole.

“This is an opportunity for us to creatively solve pressing issues for our clients,” says Lia Silkworth, EVP, Managing Director, Tapestry. “It’s about furthering our human understanding of consumers, and creating opportunities for our clients that didn’t exist before, that can highlight the business opportunity of the Hispanic marketplace.”

The results will provide insight on the effectiveness and efficiency of budget spending targeted toward Hispanics at the national and local level and lead participating clients to potentially significant revenue and market share gains from Hispanic consumers in America.

“This important analytic program is an extension of IRI’s commitment to include deep consumer and cultural insight in the evaluation of marketing strategies,” said Patrick Moriarty, executive, Advanced Analytics, IRI. “Reaching out to Hispanics with meaningful advertising is more than just a way to drive short-term sales; it’s about building long-term relationships that matter. This solution will enable clients to assess their Hispanic strategy holistically and in a manner that drives meaningful insights.”