Entravision’s WUNI-TV Signs On For Nielsen People Meter Service In Boston.

WUNI-TV, Channel 27, the Spanish-language, a Entravision Communications owned and operated Univision affiliate in Boston, has signed on for local People Meter service from Nielsen Media Research.

WUNI-TV is now receiving overnight demographic measurement from Nielsen.

“The People Meter is recognized throughout the world as the gold standard in television measurement technology,” said Philip C. Wilkinson, President and Chief Operating Officer of Entravision. “This agreement with Nielsen, for overnight demographic audience information, clearly strengthens our competitive position in Boston. Entravision is one of the fastest growing Spanish-language media companies in the United States, and we are confident that this service from Nielsen will help accelerate our growth.”

“WUNI-TV serves Boston’s growing Hispanic population,” said Gary Marder, Vice President and General Manager of WUNI-TV. “People Meters will provide us with more complete, more accurate ratings data from which to negotiate with media buyers. This is a huge competitive opportunity WUNI.”

“We are delighted to welcome WUNI-TV as a new client of Nielsen Media Research in Boston,” said Jack Oken, General Manager in charge of local services for Nielsen Media Research. “The Nielsen People Meter is a vast improvement over any other data-collection system available today. The People Meter is superior in terms of accuracy, in terms of providing next-day demographic ratings, and is superior in its capacity to provide clients with analytical capabilities that simply do not exist with any other measurement tool.”

The Nielsen People Meter, with its continuous demographic measurement capability, replaces Nielsen’s previous data collection service in Boston that relied on separate samples of metered households (to collect household tuning data) and one-week paper diaries in which people in the sample were asked to write down what they watched on television.

Clients signing up at the start of the Nielsen People Meter service in Boston include AT&T Broadband, New England Cable News, New England Sports Network, and WNDS-TV50, an independent station owned by CTV of Derry, Inc. Other clients include more than 400 advertisers and their agencies, as well as major syndicators and cable networks.