Telemundo opens Pulse Research Center

Telemundo Communications Group, announced it is unveiling The Pulse Research Center, a state-of-the-art research facility at Universal City Walk in Los Angeles. In addition, Telemundo has subscribed to IAG Research, making it the first Spanish-language network client of IAG, offering advertisers and clients new comprehensive nation-wide research solutions in time for the 2008-2009 Upfront season.

As part of Telemundo's evolving Upfront model, the network is unleashing a host of research in Spanish-language Television.  As the first Spanish-language network client of IAG, Telemundo is introducing nationwide engagement and ad performance metrics to provide its clients with a more targeted level of quantifying their ad message effectiveness 365 days a year across all national advertising categories against the largest sample of Hispanics (18,000 with two-thirds of the sample being Spanish Dominant).

"As the media landscape rapidly evolves, understanding the exceptional value we bring to our clients is essential to building partnerships and to the future of our business," said Don Browne, President, Telemundo. "Telemundo has embraced research as a way to know our audience and to bring insights that produce solutions in an increasingly complex environment."

A key element of IAG is ad performance measurement as it helps clients understand the actual performance of their commercials on a real-time, show-by-show basis 365 days a year against Hispanics across the country.  Message, brand and likeability scores reveal to advertisers how effective their media campaign is to their target viewers in Spanish vis-a-vis similar ads on competitive English media outlets. The syndicated measurement does not limit itself to one category but embraces all national advertising categories.