A multi-media, multi-year measurement agreement has been inked between Nielsen and Entravision, a deal that allows Nielsen to provide “a comprehensive suite of measurement services for all of Entravision’s local television stations,” which will include Local TV ratings, Nielsen Local TV View, audio ratings, and digital ad ratings for the Hispanic consumer-focused broadcasters stations across 22 markets.
Entravision is the largest affiliate group of both the Univision and UniMás television networks and operates 42 Spanish-language stations (Univision, Unimas and Azteca América affiliates) and 11 English-language stations (NBC, FOX, CW, and Independent).
“As Entravision continues to engage Hispanic and Latino consumers, it is imperative that our television stations are well equipped to provide measurement of Spanish language audiences as we execute our multi-platform strategy,” said Karl A. Meyer, Chief Revenue Officer at Entravision. “Nielsen’s ability to measure Spanish-language audiences was a critical factor in this decision, as no other company directly measures over-the-air audiences or has the commitment to full representation of Hispanic viewership.”
Nielsen Local TV EVP and Managing Director Catherine Herkovic added, “Entravision is a global media company that is known for engaging Latino audiences in the U.S., Mexico and other markets in Latin America and is an industry leader in the Hispanic market. Nielsen shares Entravision’s dedication to diversity, and has made significant recent investments in the local television business that support this. Nielsen is the only company that can offer true persons measurement capturing diverse audiences.”