This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

Sunday, 29 November 2015

Starcom and Telemundo to delve into Latino population

US— Media agency Starcom MediaVest and broadcaster Telemundo Communications Group have launched the Beyond Demographics Latino Identity study with the aim of giving advertisers a deeper understanding of Hispanic consumers in the US.

The first phase of the project was the formation of a ‘leadership consortium’ made up of a mixture of prominent players from business, the arts, academia and medicine. They will be responsible for building the framework of the study, which will kick off later in the year.

Jacqueline Hernandez (pictured), chief operations officer at Telemundo, said: “Looking at the US Latino market, there is no question that this is a powerful consumer. It is also the fastest-growing segment made up of a variety of psychographic sub-segments. Together with Starcom MediaVest, this research project will allow us to gain unique insights into the US Latino consumer - their mindset, what they want, when they want it and how they want it conveyed.”

The study is based on similar Starcom MediaVest projects that examined the media preferences of the country’s African American population in 2007 and the Chinese community the following year.

Monica Gadsby, the CEO of Starcom MediaVest division SMG Multicultural, added: “Our mission is to spark the conversations that begin our exploration into the Latino experience in the US and really capture the richness of the community.”

Follow us on
Follow us on Twitter

Have your say

Please add your comment. You can include links, but HTML is not permitted.
Your email address will not be displayed on the site. All comments are moderated.

Mandatory What are the fourth and sixth letters of the word: DEFINITION

Related images