The move comes as marketers increase spending against the U.S. Hispanic market, which measures more than 28 million people and $244 billion in annual spending-$120 a week per household in groceries alone.
"As the budgets have increased, advertisers are looking more and more for reasonable ways to measure the payout," said Doug Darfield, VP-research at Hispanic TV network Univision.
The effort will use IRI's Info-Scan Census data tracking system to gather information from stores nationwide, and track sales against local and national marketing efforts, as identified through Univision's national and market broadcasts.
Coral Gables, Fla.-based Market Segment Research & Consulting will back the information with attitudinal and psychographic studies of other purchase motivators.
AVAILABLE NEXT YEAR
The first wave of analysis likely will be available to IRI and Univision clients early next year.
"People are doing ethnic marketing, and they're not evaluating it," said Mike Hess, senior VP with IRI Analytical Consulting & Testing. "It's time to do that evaluation."