Nielsen telenovela debuts in Chicago.

The Nielsen Company launched their summer Hispanic consumer engagement initiative with the premiere of their “telenovela”, to demonstrating and informing consumers about the Nielsen Local People Meter technology at the Fiestas Puertorriquenas event in Humboldt Park, Illinois.

“Our goal is to continuously improve and innovate the nation’s television rating system,” said Patricia Andrews-Keenan, vice president of communications and community affairs at The Nielsen Company. “That requires a strong effort from our company to inform the communities we serve on the importance of participating as a Nielsen home and how their opinions can help determine what actually appears on television,” she continued.

FCG Latino, a division of Flowers Communications Group, created this new strategy for the Chicago Hispanic market in which Nielsen takes a fresh approach to inform consumers about what Nielsen does, how sample households are randomly selected, and demonstrate the Local Meter People process.

“Leveraging the appeal of telenovelas among Latinos and utilizing that interest as a platform sets the stage to showcase the Nielsen process,” says Joseph Nebolsky de Ochoa, senior vice president for FCG Latino.

At the recent event, a 20 x 20 traditional outdoor booth was transformed into a domestic tableau. A living room set was the backdrop for local actors to perform and play the role of a randomly selected Latino household receiving a visit from a Nielsen representative. Staying true to telenovela-style, the melodramatic performances engaged the audiences throughout the two-day festival. The Nielsen telenovela will next be featured in the upcoming Fiestas Patrias event in September.