SOURCE: GfK MRI

GfK MRI

October 12, 2010 12:30 ET

GfK MRI's Starch to Begin Tracking Impact of Ads in Leading U.S. Hispanic Magazines

New Service Will Provide Effectiveness Metrics for Spanish-Language Advertising

NEW YORK, NY--(Marketwire - October 12, 2010) -  GfK MRI's Starch Advertising Research, the country's leading print advertising effectiveness measurement service, today 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.

"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," said Michal Galin, SVP, Starch Advertising Research. "In response to client interest, we intend to deliver these data for the major U.S. Spanish-language titles, beginning with their January 2011 editions."

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.

About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information. 

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

For further information on GfK MRI, visit our Web site: www.gfkmri.com. And, join us on Facebook (www.facebook.com/GfKMRI) and Twitter (www.twitter.com/GfKMRINews).

Contact Information

  • CONTACTS:
    Anne Marie Kelly
    SVP, Marketing and Strategic Planning
    GfK MRI
    212-884-9204
    Email Contact

    Steve Ellwanger
    Press Counsel Group
    203-856-8303
    Email Contact

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