Telemundo Media, Tapestry and IRI to launch industry-first study to track effectiveness of Hispanic advertising

Telemundo Media, the multicultural agency Tapestry, and Information Resources, Inc. (IRI), announced the launch of a proprietary and innovative new study to maximize the return on investment of Hispanic advertising campaigns to be released 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. 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,” said Jacqueline Hernández, Chief Operating Officer, Telemundo Media. 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.