ImpreMedia announced today that it has completed an unprecedented engagement study of its audience. The study demonstrates that impreMedia households are on average bigger, more connected with one another, more engaged with their media of choice, and more likely to influence the purchase decisions of others when compared to the general Hispanic market and to Spanish TV viewers in the US.

The research study shows that, compared to US Hispanics in general, impreMedia households are 31% more likely to have 6 or more people in the household, 22% more likely to include 3 generations and more than two times as likely to speak Spanish in the home and have children who speak Spanish. They are also 45% more likely to talk to 11 or more people every day and 47% more likely to have hosted a community event. ImpreMedia households have significant spending plans across a variety of categories, including home improvement, automotive, financial services and auto and life insurance.

Monica Gadsby, CEO, Starcom MediaVest Group Multicultural, and a participant in the upfront calibration of the study among leading Hispanic media planners, welcomed the results of the study. “Clients are asking for deeper insights and better quality data about the Hispanic audience. Research such as impreMedia’s proprietary engagement study will provide another level of understanding beyond the syndicated services.” According to Gadsby, “This new knowledge can help us present more targeted media plans that will maximize our client’s media dollars.”

Advertisers are also eager to acquire better data on the Hispanic audience. David Rodriguez, Multicultural Marketing Manager, Ford Motor Company, remarked that “Our challenge is to deliver ROI in our marketing efforts. Data from impreMedia’s proprietary engagement study about the media habits of our Hispanic targets will be critical to that challenge. It can help us make more informed media decisions leading to more cost-effective expenditures that will generate stronger ROI,” Rodriguez added.


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Portada Staff

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