Rentrak and IRI Join Hispanic Media for New Study

Six companies including researcher / analysts IRI and Rentrak have formed a consortium running a cross-industry study to drive thought leadership and best practice in marketing to Hispanics.

The remaining members are Latinum Network, Univision, Telemundo Media and UM. The consortium aims to help marketers maximize the multi-platform impact of advertising to Hispanic consumers using the best possible strategy and performance measurement. Specific goals are to develop a scorecard of brands' performance and traction with Hispanic consumers relative to their peers and industry; and to help members maximize the impact of ads through Hispanic brand strategies and the balance of general market and multicultural investments.

The US has around 56 million citizens of Hispanic origin and is forecast to have 131 million by 2050 - but the partners say less than 5 percent of current media is devoted to advertising to them.

The study will make use of IRI's marketing-mix modeling platform Hispanic Mix Drivers, which taps its massive industry benchmarks database; and Rentrak's iTVX branded entertainment measurement service, which combines second-by-second viewing data with brand exposure analytics and media consumption data to give a precise value for a brand's appearance in media content.

Participants will be enrolled between now and June, and will receive results on their brands in August via in-depth review sessions. An overview of insights from all brands will be unveiled with the launch of a 'Hispanic Marketing Playbook' at an event scheduled for the autumn.

Web sites: www.iriworldwide.com and www.rentrak.com .