Intelligence
Shopper and fan measurement, in development.
Hispanic Retail Media (HRM) Intelligence has two products: shopper data from the Hispanic retail channel, measured at the shelf, and Futbol Norteamerica, a paid brief for the executives who decide in the bilateral US-Mexico soccer business. Both turn a hard-to-reach audience into something a brand can actually act on.
Opportunities
Shopper data
Identified reach and response inside the store.
Rack data
Physical shelf exposure by location.
Category insights
Decision signals around the product set.
Futbol Norteamerica
The business behind the bilateral game.
Custom research
Focused answers for brands and properties.
Attribution
Exposure tied to an opted-in audience.
Product one
Shopper data, measured at the shelf.
The independent Hispanic channel is the least measured retail environment in the country. Brands sell into it, fund displays in it, and then estimate what happened. HRM is designed to measure it instead, because the shopper identifies herself inside the store through QR and WhatsApp opt in.
What a brand receives is identified reach, frequency, category exposure and response, store by store, rather than a modeled index built from someone else's panel.
How do we identify the shopper?
Through El Tío Sabe's free-to-play Liga MX pick'em. Shoppers opt in with an email and their picks, which tells us who is actually behind each rack, not an estimate of who might be. That opt-in audience is the base of every attribution and every segment HRM sells.
Product two
Futbol Norteamerica.
Sponsorship and media rights moving between Liga MX and MLS. Club ownership, investment and expansion across the border. Brand spending against the bilateral audience, and the agencies and broadcasters positioning around it.
There is abundant coverage of matches and almost none of the business underneath them. Futbol Norteamerica is written for the executive who needs the deal structure, the counterparties and the number, in the time it takes to read one page.
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Related glossary terms: Trade newsletter.
Common questions
- What is Futbol Norteamerica?
- Futbol Norteamerica is a paid business brief about the soccer economy between the United States and Mexico. It tracks sponsorship deals, media rights, club ownership, expansion and the brands spending against the bilateral audience. It reports the business, not the scoreline.
- What data does HRM have on Hispanic shoppers?
- HRM is built to measure the shopper inside independent Hispanic stores, where opt in happens through QR codes and WhatsApp. That produces identified reach, visit frequency, category exposure and response by store, in a channel where most buyers still work from zone estimates and syndicated panels.
- How do we identify the shopper?
- Through El Tío Sabe's free-to-play Liga MX pick'em. Shoppers opt in with an email and their picks, which tells us who is actually behind each rack, not an estimate of who might be. That opt-in audience is the base of every attribution and every segment HRM sells.
- Who reads a soccer business brief?
- Club and league executives, sponsorship and media rights buyers, broadcasters, agencies, investors and brand marketers with budget on both sides of the border. They read it to see deals, valuations and moves in the corridor before those become public news.
Published . Last updated .