NTI to Include Telemundo

Dec 21, 2005  •  Post A Comment

Spanish-language Telemundo Communications Group for the first time is going to be included in Nielsen Media Research’s National Television Index. The announcement Wednesday followed by a day the news that the more powerful Univision would become the first Spanish-language network to be measured up against the English-language networks in the NTI.

Like Univision, Telemundo will continue its subscription to the National Hispanic Television Index until 2007, when the National People Meter sample, upon which NTI is based, is to become the sole sample for both English-language and Spanish-language media.

“The inclusion of Telemundo in NTI is a sign of the maturation of Spanish-language television and a clear recognition of a robust, healthy and growing market,” Telemundo President Don Browne said in the announcement Wednesday. “From now on, as marketers target their audiences, they will now have a vehicle that will transparently evaluate audience delivery in Spanish side by side with English-language networks. From a consumer perspective, it’s a great day for the Hispanic consumer, as this agreement acknowledges the power of this audience by providing a more sophisticated tool to track their viewership.”