Telemundo, Tapestry, IRI to launch ad effectiveness study


TelemundoTelemundo Media, one of the leading producers of Spanish-language prime time content for audiences; Tapestry, a division of SMG Multicultural, a unit of Starcom MediaVest Group and the number one multicultural agency in the US.; and Information Resources, Inc. (IRI),  a leader in innovative solutions and services for consumer, retail and over-the-counter healthcare companies, announced the launch of a proprietary and innovative 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 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.”