A second major Spanish-language player, Telemundo, will begin competing with Anglo TV networks next week in Nielsen's mainstream TV ratings service. Nielsen Wednesday informed clients that NBC
Universal-owned Telemundo has joined Spanish-language TV giant Univision in becoming part of Nielsen's so-called NTI, or Nielsen Television Index, ratings.
Previously, both networks got their
ratings from a special sample comprised exclusively of Hispanic households. Their inclusion in the general market sample should make it easier for them to compete for mainstream TV advertising budgets
by making apples-to-apples comparisons with Anglo networks.
"Now they will be looked at with all media options," said Lyle Schwartz, senior vice president-director of media research of
Mediaedge:cia, New York. "They'll be compared, for example, to all networks' adult 18-49 viewers data--not just Hispanic adults 18-49. There's more money going to adult 18-49 viewers than with
Hispanic adults 18-49."
Both Telemundo and Univision will continue to be part of NHTI until September 2007. At that point, Nielsen plans to make its National People Meter system the sole sample
for both English-language and Spanish-language media, and eliminate the NHTI.
The NPM sample consists of approximately 10,000 households, and is subscribed to by English-language broadcast
networks, cable networks, and syndicators, as well as national advertisers and media agencies.
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