IMS Expands Coverage to Empower Latino Direct Response Market(s)

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To empower the growing U.S. Latino population, IMS Media Analytics, the leading source of direct response television data, has expanded its coverage. Beginning July 1st, the IMS Report will include Spanish-speaking infomercials, allowing for an increased cultural relevancy to the nation's largest minority.

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"...The key to success will be to empower the cultural relevancy of US Latinos..."

IMS, the leading provider in Direct Response Television Analytics, has expanded its coverage into the Latino marketplace. Beginning in July, the IMS Report will include both Spanish and English-speaking ad spaces. While the Spanish channels will initially be reported separately, the company envisions a consolidated report eventually.

Since the recession, the advertising world has faced drastic budget cuts. However, the Spanish-speaking market has seen an opposite effect. According to the U.S. Census, the advertising budget allocated to Latino marketing actually increased in 2009. The census also reports that the acculturated Latino demographic controls approximately 11 percent of the nation’s buying power, an excess of a trillion dollars. In 2011 alone, more than 1.8 million Hispanic shoppers made DRTV purchases. Over 30 national networks currently offer Spanish-based programming.

Jeff White, IMS CEO, commented, “As the Latino population continues its rapid expansion, heavily skewed toward a younger population, the key to success will be to empower the cultural relevancy of U.S. Latinos. For IMS, the ability to incorporate Spanish-language DR forms into the IMS Report is positively invaluable.”

IMS is wholly owned by Media Analytics, LLC. The company is the leading provider of direct response “infomercial-related” research, monitoring, and analytical reports. For more information, contact Alexandra White at awhite[at]imsreport[dot]com.

Contact: Alexandra White

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