Media Market Research on Immigrant Audiences: Lessons Learned From a Critical Analysis of the Spanish Media Survey

Abstract

Immigration has become an increasingly significant social phenomenon in Spain. The immigrant population has proven to be a potentially powerful target audience for advertisers. However, media research concerning immigrant audiences in Spain is still developing. The objective of this paper is to identify the most common difficulties encountered in immigrant-related media research, and to make recommendations regarding how advertisers and media planners can design and implement an effective media survey to investigate immigrant audiences. In this context, we consider the Spanish General Media Survey (EGM) as an instructive case study and analyze its methodology and data.