AHAA Applauds Univision and Telemundo’s Move to Join NTI.

Equitable measurement of the US Hispanic market’s television viewing preferences has been the goal of the Hispanic marketing and media industry since Nielsen began measuring Spanish-language television in the 1980s. Univision and Telemundo took another important step forward to achieve this by joining the Nielsen Television Index ( NTI ).

Initial ratings indicate Spanish-language network viewing outranked English-language networks in primetime viewing among adults 18-34. AHAA anticipates that ongoing measurement of both major Spanish-language television networks alongside other major US networks such as ABC, CBS, NBC, FOX , WB and UPN will continue to validate the ability of Spanish-language television to successfully compete against any network in the country thus providing a powerful tool to attract marketers who had previously been reluctant to market to Hispanics.

At the same time, however, AHAA will monitor closely the impact of NTI data which only will reflect a total television viewing universe and will, therefore, potentially show ratings for Spanish-language television that may differ than those currently reported in the Nielsen Hispanic Television Index (NHTI), which reports an exclusive Hispanic universe. Both Univision and Telemundo will continue to subscribe to the NHTI through September 2007 when the National People Meter (NPM) sample, upon which the NTI is based, will become the sole sample for both English-language and Spanish-language media. AHAA has had an active role in the development of the NPM and will continue to lobby vigilantly for the most accurate Hispanic sample possible. Additionally, AHAA agencies represent 98 percent of the advertising dollars spent in the US Hispanic market; therefore, it is imperative that Nielsen work with our industry to test the data so that agencies are adequately prepared to advise clients as to the affect on the plan and/or purchase of their media. A lack of understanding of how the new data will impact reach and delivery of client-specific targets could adversely affect the positive advancements NTI likely will contribute to the industry.

AHAA also will monitor the financial impact on Hispanic agencies that now will be required to subscribe to the more expensive NTI , as well as how Nielsen will report Hispanic viewing to English-language networks; data currently available only through the NHTI.

Finally, AHAA will eagerly welcome corporate marketers and companies that have been waiting for comparable measurement data before investing in the Hispanic market. For those companies that choose not to make the necessary modifications to their current Nielsen software system to include Univision and Telemundo, therefore choosing to continue to ignore the viability AND POWER of Hispanic marketing, we will openly ask, “What more do you need?”

The measurement of viewing to Spanish-language television has reached its moment of truth. The first report is in and favorable, but AHAA anxiously awaits the influence future ratings will have on corporate marketers and the Hispanic advertising industry.