Nielsen Creates Research Alliance For Hispanic TV Ratings.

Nielsen Media Research and the William C. Velasquez Institute (WCVI) announced the formation of a major research alliance designed to significantly enhance Nielsen’s 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 program 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. Founded in 1985, WCVI is the research and policy arm of the Southwest Voter Registration Education Project (SVREP). SVREP is the largest and oldest non-partisan Latino voter participation organization in the U.S.

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. Mary’s University, San Antonio, Texas) and Andrew Hernandez (Professor of Leadership, St. Mary’s 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. “The Willie C. Velasquez Institute will provide an avenue for the Latino community to work with Nielsen and help facilitate an enhanced understanding of the Latino community,” he added. “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.”

Dr. Henry Flores said: “This new, collaborative research and evaluation program, sponsored by Nielsen, and under the guidance of the WCVI, will lead to an even stronger television rating service, better equipped to measure the shifting demography of this dynamic and diverse country. Our research will lead to a better comprehension of television viewing patterns among Latinos. We look forward to working with Nielsen to address the dynamic changes of the market and to provide an objective, third-party evaluation of all aspects of the television ratings system. This is a huge benefit to Latinos.”

“We have great respect for the quality of researchers at Nielsen, and we look forward to working with them,” said Dr. Max Castro.

“Nielsen is taking positive steps toward ensuring that Hispanic television audiences are being accurately represented,” added Andy Hernandez, professor of leadership at St. Mary’s University.