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An industry-wide initiative, led by AHAA, seeks to get more granular into advertisers’ ROI measures of the Hispanic market. Our study Refining Hispanic ROI finds that the rapid shifts in the Hispanic market coupled with the emergence of the Total Market Approach, demand that sales data and television measurement methods evolve or new models emerge to give marketers an accurate read on their Hispanic ROI.

 

The study, which was developed by Sequent Partners with funding from Univision, Telemundo and ESPN, assesses and recommends best practices that would improve marketing mix models’ ability to accurately evaluate the ROI of Hispanic efforts in any language or type of Total Market approach.