HISPANIC NETWORKS NEED BETTER DATA

摘要

In the opening keynote of the Hispanic Television Summit, Gonzalo Del Fa, president, GroupM Multicultural, issued a plea for better data and understanding of Hispanic viewers to boost the value of Hispanic television. "We are in good space in Hispanic TV because Hispanics have been a growth engine of many brands," Del Fa noted. But he also stressed that the ad business was rapidly changing. After starting his presentation with the first TV spot ever shown in 1941 and discussing the old assumptions that have long guided TV ad sales, he stressed that agencies and marketers now needed much better data and information. "We have been lucky... buying and selling based on huge assumptions," he said. "That was good for 75 years but those times are over."