Entravision Adds Nielsen Measurement Services

Nielsen and Entravision today announced an agreement under which Nielsen will provide a comprehensive suite of measurement services for all of Entravision’s television stations, which will include: local TV ratings, Nielsen Local TV View, audio ratings, and digital ad ratings for Entravision’s 22-market footprint.

Entravision is the largest affiliate group of both the Univision and UniMás television networks and operates 42 Spanish-language stations (Univision, Unimas and AZA affiliates) and 11 English-language stations (NBC, Fox, CW and Independent).

“As Entravision continues to engage Hispanic and Latino consumers, it is imperative that our television stations are well equipped to provide measurement of Spanish language audiences as we execute our multi-platform strategy,” said Karl A. Meyer, CRO of Entravision. “Nielsen’s ability to measure Spanish-language audiences was a critical factor in this decision, as no other company directly measures over-the-air audiences or has the commitment to full representation of Hispanic viewership.”

Entravision also cited Nielsen’s commitment to improving methodology and the ability to measure audiences in a fragmenting media landscape as important considerations in choosing Nielsen.

“Entravision is a global media company that is known for engaging Latino audiences in the U.S., Mexico and other markets in Latin America and is an industry leader in the Hispanic market,” said Catherine Herkovic, EVP and managing director, Nielsen Local TV. “We are delighted to expand our relationship with Entravision. Nielsen is committed to measuring the total audience, and ensuring full viewer representation. Nielsen shares Entravision’s dedication to diversity, and has made significant recent investments in the local television business that support this. Nielsen is the only company that can offer true persons measurement capturing diverse audiences.”

In October, Nielsen announced that it had completed a major transformation of its local television business combining advanced meter technology, big data and people-powered panels into its local TV measurement service. This announcement of new currency measurement marked the capstone of a comprehensive overhaul across 208 local markets.