Telemundo Hires Nielsen's Darfield for Hispanic Intel

In the US, Spanish-language broadcast network Telemundo Media has appointed former Nielsen leader Douglas Darfield to oversee consumer, media and marketplace intelligence, while heading its team of 15 researchers.

NBCUniversal-owned Telemundo Media distributes content to US Hispanics and audiences around the world, through its TV network and digital and emerging platforms including mobile devices. The firm claims to be the second largest provider of Spanish-language content worldwide.

Darfield joins with more than two decades of media research experience. For the five years prior to joining, he was SVP of Multicultural Measurement at Nielsen, monitoring sample quality to ensure accurate representation of diverse communities, and representing the company on multicultural marketing issues. Before this, he served as SVP of Hispanic Services, during which time, he secured Media Rating Council (MRC) accreditation for Nielsen's Hispanic Television Index (NHTI). Earlier in his career, Darfield was VP of Network Research for Hispanic Broadcasting (now Univision radio network).

In his new role as Telemundo Media's EVP of Research and Strategic Insights, Darfield will distill all consumer, media and marketplace intelligence into recommendations for the broadcaster's leadership team. This will involve managing all phases of research and insights production, while overseeing the research teams based in Hialeah, FL and New York City.

Darfield will report to Jacqueline Hernandez, COO at Telemundo Media, and Tony Cardinale, EVP, Brand Planning and Strategic Insights, Entertainment & Digital Networks and Integrated Media, NBCUniversal.

Cardinale comments: 'Doug's unique research background in the Hispanic market, both on the Nielsen and the broadcast side, make him the perfect candidate for this new role as we support the Telemundo Media leadership in taking its programming and marketing to the next level.'

Web site: www.telemundo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.