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IMS studies Hispanic direct-response television
Patricia Molina| 17 de septiembre de 2013
IMS se enfoca en la respuesta de los hispanos hacia la televisión
Infomercial Monitoring Service (IMS) created a series of special reports focused on Hispanic direct-response television.The new Hispanic IMS study will monitor Spanish-language channels and their airing of the top 50 and top 100 direct-response ad campaigns. Reports on specific categories will allow IMS subscribers to monitor DR programs broadcast by Hispanic TV networks, together with the costs and frequency of each campaign.Included in these reports is information on the respective TV outlets, marketing companies, production companies, contact information, website, program descriptions, show content and previous versions of the campaigns. As a result, ad agencies linked to Hispanic DR can remain fully informed about responses to Hispanic campaigns in the U.S.IMS is the only monitoring service to track the growing Hispanic DR television industry. The new dedicated IMS Hispanic reports will empower clients to see what Latino networks are airing which campaigns and even create custom media schedules to trend historical data over time. As the Spanish-speaking marketplace continues to increase in audience share and direct advertising spend, it is essential that ad agencies, media buyers and DR marketers keep their finger on the pulse of what is happening in real time, says CEO Jeff White of IMS.The expansion of Hispanic television has stimulated the growth of direct-response advertising, and as a result, agencies acknowledge the importance of paying attention, week by week, to the rankings of campaigns on Spanish-language television.
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