Nielsen Delays Hispanic Intro

Sep 8, 2003  •  Post A Comment

While Nielsen Media Research introduces its local People Meter overnight service during the next three years in the nation’s top 10 general TV markets, it will not incorporate Hispanic measurements into its national People Meter system until 2006. Local People Meters, already in operation in Boston, replace the current meter-diary measurement system in the first 10 markets.

The company presently services Hispanic TV with its national daily Nielsen Hispanic Television Index and local Nielsen Hispanic Television Stations Index daily in metered markets and during standard sweeps periods. While the general market survey represents all TV stations, Spanish-language stations sell advertising based on the Spanish sample, which focuses on Spanish-language viewing, said Jack Loftus, Nielsen senior VP, communications.

A core element in providing clients with a unified base for planning and buying all national television media is “bringing Spanish-language television into the general market sample in 2006,” Susan Whiting, Nielsen president and CEO, said at the company’s national client meeting in March. Since then, that prediction has been upgraded to 2005 by Dennis McCauley, Nielsen co-president of network sales.

The present national People Meter sample of about 5,000 households will be expanded to nearly 10,000 households, of which 1,000 will be Hispanic households. This number, Ms. Whiting said, “will be sufficient to provide stable audience estimates for the various Hispanic programmers.”

The nation’s changing demographics will be addressed by adding “weighting” to the national People Meter sample starting this September. Weighting is designed to mirror a population’s characteristics.

Since February 2002, Nielsen has used subsets of Spanish-speaking people to define the Los Angeles market, notably people who speak mostly or only Spanish, are bilingual or speak mostly or only English.

Having launched its local People Meter service in Boston last year, Nielsen’s rollout now includes Los Angeles, New York, Chicago and San Francisco next year; Philadelphia, Washington, Detroit and Dallas-Fort Worth in 2005; and Atlanta in 2006.