GfK MRI's Starch Advertising Research, a print advertising effectiveness measurement service, announced that, beginning in January 2011, it will track consumer readership of advertisements that appear in U.S. Spanish-language consumer publications.
As is the case with the company's English-language print ad tracking service, the Spanish-language initiative will use Internet-based consumer surveys to measure readership of ads, as well as actions taken as a result of reading an ad. The survey will be conducted in Spanish.
Starch Advertising Research will track all national print ads 1/3 of a page and larger in the Spanish-language titles under measurement. Among the metrics it will provide are whether readers noted particular ads, read some or most of the ads and took specific actions as a result of reading the ads.