Nielsen Ethnic TV Deal and Figures

Nielsen Media Research (NMR) has announced it will include data for Azteca America, the newest Spanish-Language TV network in the US, in its National People Meter ratings service, the NTI. Nielsen has also released stats showing the growth in ethnic TV household numbers at the national and local DMA levels.

As of this week, Azteca will be reported in the national ratings along with other Spanish-Language and general market national broadcast networks and not just in the Nielsen Hispanic Television Index (NHTI) service as previously. Azteca will maintain its current subscription to NHTI until September 2007, when the National People Meter (NPM) sample, upon which NTI is based, will become the sole sample for both English-language and Spanish-language media.

Azteca America Chairman Luis J. Echarte comments: 'The Hispanic consumer is growing more sophisticated and desirable. Through this agreement with Nielsen, we will now be able to demonstrate clearly the power of our audience in comparison to not only our Spanish-Language competitors but the broader US marketplace as well.'

Last week NMR provided demographic population information for Asian Television Households
for the first time, confirming that Hispanic/Latinos and Asians remain the fastest-growing segments of the US population, with television households for each increasing by 3.6% over last year (from 11.23m to 11.63m Hispanic and 4.22 to 4.37m Asian). The number of Black or African American TV households grew faster (13.28m to 13.45m, or 1.3%) than the US total (110.2m to 111.4m, or 1.1%), according to the firm's National Universe Estimates.

Further results published yesterday show updated TV household estimates for the 210 local television markets or DMAs, showing the rapid growth of ethnic populations in specific local markets. New Orleans experienced a drop in African-American television households, declining from 16th to 23rd place, with Charlotte, San Francisco, Birmingham, Orlando and Richmond rising as a result. Reno experienced the largest increase in ranking, jumping 11 places.

Further details of all these changes can be found at www.NielsenMedia.com . Azteca America is online at www.aztecaamerica.com .

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

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