There will be no loss of national and local measurement for all 58 of Univision Radio‘s stations across the mainland U.S. and Puerto Rico.
That’s thanks to a new deal with Nielsen Audio officially agreed upon last week and announced this morning (4/20).
The agreement is inclusive of all Univision portable people meter markets, continuous diary measurement markets (Fresno and Puerto Rico) and a two-book market in McAllen-Brownsville-Harlingen, Tex.
Univision Radio President Jesus Lara spoke warmly of Nielsen, saying its ratings of Hispanic media properties such as its own AM and FM stations provide “the most comprehensive and representative measurement of the U.S. Hispanic population, and we are looking forward to our renewed relationship.”
This counters statements made over the years by some operators of Spanish-language radio stations who continue to lambast Nielsen and predecessor Arbitron for the use of PPM technology to measure Hispanic radio. As some Latinos are in professions that don’t allow for the continued wearing of a PPM device, any listening while on the job could be lost, they argue.
However, those views seem to be in the minority, with most of the nation’s Hispanic media companies on board with Nielsen Audio.
“With our addition of Continuous Diary Measurement and Nielsen Media Impact, the Uforia Audio Network will now have the most actionable insights at their disposal that will position them on a level playing field with other forms of media,” said Nielsen Audio Managing Director Brad Kelly.
Nielsen in August 2019 announced the launch of Continuous Diary Measurement (CDM). It is designed to give radio a better comparative ad buying marketplace to media with addressable advertising opportunities and to TV.
CDM is also designed to reduce “bounce” in the ratings with rolling samples designed to provide a more consistent and stable view of the market.