Measurable ROI is gold dust to the Hispanic marketer. And with its just-announced partnership with Nielsen that provides a ROI measurement tool, Univision is hoping to cash-in on the promise this upfront season.
The new tool meshes both Univision’s and Nielsen’s television viewing data with viewer purchasing information. The company also released Simmons research data that shows Spanish-language media consumption is increasing, most notably among younger, bilingual and bicultural Hispanics.
Some of the interesting Simmons Research data the company released was:
  • 78 percent watch Univision because it has their favorite show
  • 71 percent say that ads in Spanish demonstrate respect for their language
  • 56 percent say that ads in Spanish make them feel recognized
  • 73 percent watch commercials on Spanish-language TV compared to 33 percent who watch commercials on English-language TV; 41 percent of non-Hispanic 16-24 year olds who watch English-language television watch the commercials
Univision is touting its ability “to more accurately target their efforts to maximize their investment and deliver growth,” according to the company’s president of sales and marketing, David Lawenda.
“This isn’t the first time that fusion metrics have been employed, but it’s the first time that such reliable metrics have been fused in this manner,” commented Univision spokesperson Rosemary Mercedes.
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The Imperative: Demonstrate ROI… (Oct. 2007)


Portada Staff

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