Univision to Become First Spanish-Language Network in NTI

Dec 19, 2005  •  Post A Comment

Univision is to become the first Spanish-language TV network be included in Nielsen Media Research’s national TV ratings sample, the Nielsen Television Index, with data provided for all the major American networks, effective Dec. 26.

“This is a historic step for Univision, which firmly plants us among the mainstream broadcasters,” said Ray Rodriguez, president and chief operating officer of Univision Communications. “Univision will finally be measured alongside its main competitors, the major English-language broadcast networks, and for the first time, advertisers and media buyers will be able to see the audience Univision delivers in the national charts. We’re confident that this move will validate Univision’s ability to successfully compete against any network in the country and provide us with a powerful tool to attract marketers that had previously been reluctant to advertise in Spanish.”

As part of the agreement Univision will maintain its subscription to the National Hispanic Television Index until September 2007, when the National People Meter sample, upon which NTI is based, will become the sole sample for both English-language and Spanish-language media. The NPM sample, comprising approximately 10,000 households, is subscribed to by broadcast networks, cable networks, syndicators, advertisers and agencies nationwide.

“As we move toward one comprehensive ratings system, we will continue to work with all of our clients to ensure that the NPM sample appropriately represents the growing U.S. Hispanic population,” said Sara Erichson, senior VP and general manager of Nielsen’s national services. In the meantime, NHTI is still the largest, most representative national sample of Hispanic audiences currently available.”

Univision went to court in June 2004 in an attempt to stop the rollout of Nielsen’s Local People Meter, which it claimed underrepresented Hispanic viewing. Univision withdrew the suit in November 2005.