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Nielsen Debuts Puerto Rico TV Measure
Nielsen is to begin measuring television viewing in Puerto Rico, from the first quarter of next year. Launch clients include the island's three largest television providers: WKAQ-TV, the owned and operated Telemundo station; WLII-TV, the Univision affiliate; and WAPA-TV (Independent).
TV ratings will be collected from a representative sample of 500 homes, chosen using the firm's random area probability sampling techniques: homes will have electronic push-button meters, called People Meters, installed on each television. Hard-to-reach segments such as younger households will be tackled with targeted monetary incentives.
The new system will be managed by Executive Director and native Puerto Rican Victor Vazquez. Recruitment has already begun.
Hilary A. Hattler, President and General Manager of WKAQ-TV, says the firm's global expertise and sampling knowledge will give the island 'a more accurate representation than we've had in the past'. Larry Sands, her opposite number at WLII-TV, comments: 'Nielsen will be providing a better sample and more accurate representation of market viewing with the latest technology, which will help advertisers make more informed decisions.'
The company, which currently reports television audience measurement in more than 30 countries worldwide, is online at www.nielsen.com .
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