Garcia Research tests its 400th Hispanic TV ad.
June 24, 2006
Garcia Research announced that it has recently fielded its 400th Spanish language commercial copy-test through its ASI ES copy-testing method. ASI ES is an equal joint-venture with Ipsos-ASI currently in its ninth year of operation.
“Reaching the 400 mark is significant because it gives our normative database greater predictive ability in determining which ads truly exceed average performance levels,” said Roy Eduardo Kokoyachuk, Executive Vice President at Garcia Research.
“Hispanics are generally overly positive in their answers to research questions so it’s important to have established norms to discern between ads that were reported as liked and those that broke through and truly connected with their audience,” said Mr. Kokoyachuk.
