NEWS12 October 2010

Starch to measure Spanish-language magazine ads

North America

US— Print advert effectiveness measurement agency Starch Advertising Research, which is owned by GfK MRI, is to begin tracking readership of ads in US Spanish-language publications.

The initiative will mirror the firm’s English-language print ad tracking service, which uses online surveys to measure ad readership, as well as tracking actions consumers have taken as a result of reading an advert.

Starch SVP Michal Galin said: “Spanish-language magazines have grown in number and readership to the point where many publishers and advertisers are seeking precise metrics showing the impact that ads in these titles generate. In response to client interest, we intend to deliver this data for the major US Spanish-language titles, beginning with their January 2011 editions.”

Earlier this month parent company GfK MRI tweaked the questionnaire for its magazine readership study to cover both printed and digital material.