While I understand that research regarding Hispanics online is a bit of an overworked topic, I still don’t feel like there’s consensus out there or at least I am not aware of it. As an active professional in Hispanic online advertising I feel that there isn’t a single product that really tells us the truth of what’s going on with Hispanics online (or at least a version that feels right).

For this discussion I particularly want to focus on ComsCore’s General and Hispanic market panels. I find some publisher’s tend to be in favor of one or the other, yet it seems to be the topic nobody really talks about. I’ve come to the conclusion that if I’m looking purely at Hispanic Web sites (e.g. Univision), the general market panel is better. Does anyone disagree? There are plenty of arguments out there against the Hispanic panel, does anyone differ from that?

If we want to go even deeper, then there’s the topic of audience composition. Here we find ComsCore, Nielsen and Hitwise each telling their own story. Once again, who’s right? I would like to take the opportunity to invite experts in Hispanic online media to share their point of view.

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