Nielsen Media Research and the William C. Velasquez Institute (WCVI) recently announced the formation of a major research alliance designed to significantly enhance Nielsens ability to more successfully measure television viewing habits among Latinos in the United States.
The agreement, the first of its kind in Nielsen's 54-year history of television ratings, establishes a hands-on research programme in which an academic team of nationally recognized Latino social scientists will evaluate and make recommendations regarding all aspects of Nielsen's television audience measurement services.The academic team's work analyzing system designs, sampling, recruitment and training will be coordinated through the joint effort of Nielsen Media Research and WCVI, the nationally recognized Hispanic policy and research organization.
The team of researchers includes Dr. Max Castro (Professor of Sociology, Florida Atlantic University, Boca Raton, Florida), Dr. Henry Flores (Dean of the Graduate School, St. Marys University, San Antonio, Texas) and Andrew Hernandez (Professor of Leadership, St. Marys University). Dr. Paul Lavrakas, Vice President of Methodological Research, will head this initiative for Nielsen.
'We are delighted to begin what I am certain will be a longstanding, collaborative relationship with Nielsen Media Research' said Antonio Gonzalez, president of the WCVI and the SVREP. 'Everyone in the television business has heard of Nielsen, but very few people in the Latino community know Nielsen. Our new relationship is going to change that.'
Susan D. Whiting, President and CEO of Nielsen Media Research, added ' Nielsen Media Research looks forward to building on this new strategic relationship with the William C. Velasquez Institute as well as with the SVREP. I am also confident that our hands-on work with these highly respected researchers will greatly enhance Nielsen's ability to more accurately measure the television viewing behavior of a highly diverse and rapidly growing Latino community.'
