Univision Simplifies Surveying of Hispanic Consumers

For every advertiser engaged in Spanish-language media on the national level there are plenty of others bound to the sidelines. "You can attribute why to two things -- intimidation and fear," says Roberto Ruiz, Univision Communications' Executive Vice President for Strategy and Insights. "Intimidation of this marketplace and its potential, and fear that if you try to capitalize on this marketplace the approach may not work."