The Hispanic-focused media company that presently leads in the all-important prime-time ratings race has just reached a long-term agreement for national and local TV ratings measurement with Nielsen.
The new multi-year agreement means all Univision Communications properties — including Univision Network, UniMás Network, Univision Deportes Network (UDN), Galavisión, El Rey and 36 Univision and UniMás Local TV stations across 19 local markets and Puerto Rico will have continued access to Nielsen’s broad suite of measurement and analytics services.
The new deal also sees Univision joining as subscribers to three distinct Nielsen offerings: Nielsen SVOD Content Ratings, Local Nielsen Media Impact (Local NMI) and Nielsen National Out-of-Home (OOH) Reporting Service.
“With Nielsen SVOD Content Ratings, Univision will now have competitive insights into how its content compares to other programs including original programming from SVOD services,” Nielsen said. “Local NMI offers Univision Local TV stations a solution to help provide more efficient local media planning and cross-channel optimization. With the addition of these services, Univision will be able to provide advertisers with a holistic view of where its audience is viewing its content and how to best engage with those viewers across its various programs and ad loads.”
Additionally, Univision will now begin to use Nielsen’s OOH measurement service to capture and understand the viewing habits of Hispanic consumers away from the home—growing in importance for all television broadcast companies.
The agreement provides Univision with ratings and data for programs and commercials content that aired across their properties for live plus seven days of time-shifted viewing.
“As the leading media company engaging Hispanic consumers, Univision works with the major research and analytics companies in the business to ensure accurate and representative data on the media consumption of Hispanic audiences, as well as the impact it has on brand growth, regardless of the platform or connection that they are using,” said Univision EVP/Research, Insights and Analytics Roberto Ruiz. “Within this framework, our renewed agreement with Nielsen ensures accurate measurement as our audience continues to evolve across screens and platforms, in and out of the home. With an enhanced suite of tools we will deliver to our clients the whole picture of the unique, engaged audience they can connect with to generate brand growth messages—now with even greater clarity on local markets and radio. Furthermore, our agreement ensures that Univision remains at the forefront of innovative new technologies in a rapidly evolving media marketplace.”
The addition of Local NMI gives Univision’s local TV stations, as well as Univision Radio stations, “increased efficiencies and the ability to understand cross-media reach, frequency and duplication using advanced audience segments.”
Peter Bradbury, EVP/Managing Director of Nielsen’s National Sellers Group, commented, “We are honored to extend the special relationship that exists between Univision and Nielsen. This collaborative agreement is built on the mutual and shared belief that we succeed when our clients succeed and our commitment to deliver metrics that help monetize and power their business.”