Since the service became available in May, Siboney USA, New York; Sosa, Bromley, Aguilar, Noble & Associates, San Antonio; and Jordan, McGrath, Case & Taylor, New York, have signed on.
Siboney is using the service for Colgate-Palmolive Co. and Nestle USA.
Other advertisers that are logical targets are Procter & Gamble Co., AT&T Corp. and McDonald's Corp., the top three advertisers in the Hispanic market, according to Hispanic Business.
ON PAR WITH GEN'L MARKET
"Information is power," said Caleb Windover, media director at Siboney. "The Hispanic market is developing on par with the general market" in terms of TV advertising.
While he declined to comment on budgets, Mr. Windover said Mennen Speedstick deodorant, Colgate toothpaste and Palmolive dishwashing liquid are the three products spending the most to target Spanish-speaking consumers in the U.S. via his shop.
CMR's tracking product grew out of agency requests, and was built with assistance from agencies Campbell-Ewald, Warren, Mich.; and D'Arcy Masius Benton & Bowles and McCann-Erickson Worldwide, both New York.
"They were all instrumental in helping me get television rate data," said Jerry Arbitier, CMR's VP-research and technology, who was a key member of the development team.
Wendy Berton, CMR national accounts director, said a product measuring Hispanic print ad spending will likely become available in the near future.