Comcast Subscribed To Nielsen’s Multi-Market Hispanic Service.

Comcast Ad Sales, a division of Comcast Cable, announced that it is subscribing to the Nielsen Hispanic Station Index (NHSI) in the Los Angeles, Miami, Chicago, San Francisco and Dallas markets. Comcast Ad Sales’ subscription to this local multi-market service, which measures viewership by Hispanics in each of these DMAs, is a critical factor when considering spot cable buys. This initiative reflects the company’s commitment to help advertisers more effectively target market segments, including the three million Hispanic households within the Comcast service area, using innovative segmentation with a national reach.

“The growth opportunity is significant, as we anticipate that the number of Hispanic households will continue to grow,” said Sandra Weber, Director of National Sales for Multicultural Markets, Comcast Ad Sales. “The Nielsen Hispanic Station Index will help us provide advertisers the capabilities of cable advertising and the potential to tap 80% of the Hispanic purchasing power that lives in cable households.”

In Los Angeles, ratings estimates for Hispanics will be derived from Nielsen People Meters, which cull demographic and household data on a daily basis. Miami and Chicago have overnight capability in households. All four markets, Miami, Chicago, San Francisco, and Dallas have quarterly diaries with demographic breakdown. In San Francisco and Dallas, information will be gathered only from diaries completed by randomly selected Hispanic homes. NHSI samples consist of both Spanish- and English-speaking Hispanic television homes and are separate from Nielsen’s general market samples in the same markets.

“For advertisers targeting Hispanic consumers in these markets and looking to reach the total Hispanic market, this service means they can better validate buying English-speaking programming based on samples from Hispanic homes,” says Sofía Escamilla, Associate Media Director for La Agencia de Orcí, who has worked with Comcast for several years on advertising buys for Honda in the Miami market.

The announcement follows Comcast’s launch of new Hispanic programming packages that bring a wide range of entertainment and information to the Hispanic community. Comcast, the country’s leading cable and broadband communications provider, has launched this programming in a number of its Hispanic markets including Albuquerque, Atlanta, Boston, Chicago, Dallas, Denver, central California, Los Angeles, Miami and San Francisco as well as other markets. The company also is rolling out additional Hispanic programming in select markets.