In the US, Spanish-language media giant Univision Communications Inc. has announced further collaboration with Nielsen, aimed at providing improved measurement and insight covering the Hispanic consumer segment.
The partners use Nielsen Media and Homescan to fuse TV viewing data with purchase information, allowing marketers to pursue the grail of maximum ROI. Ceril Shagrin, Executive VP in Univision’s Corporate Research Division, says the new fusion metrics provide ‘a groundbreaking measurement tool for advertisers and marketers to accurately and effectively target key consumers nationwide.’ Among other issues, fusion should help advertisers to optimize the mix of English and Spanish-language advertising.
‘Nielsen Connect and Univision have developed a tool that brings marketers and video content providers to the intersection of advertising and product sales’ according to Nielsen Connect CEO Jon Mandel. He continues: ‘I am very excited that with our mutual commitment Univision and Nielsen will continue to move further away from using the mere proxies for consumers and viewers that have been used in the past to using real world measures of making the cash register ring.’
The group’s operations include Univision Network, the most-watched Spanish-language broadcast television network in the US, reaching 99% of U.S. Hispanic Households; plus general-interest network TeleFutura; cable network Galavisión; and TV, radio, music and online groups.
Web sites are at www.univision.com