Univision unveils ROI Tool.

Univision Communications Inc unveiled its latest effort in advancing accurate measurement and consumer insight into the diverse Hispanic consumer segment, in time for the Upfront. Using the power of Nielsen Media and Nielsen Homescan, Univision and Nielsen fused TV viewing data with purchase information, allowing marketers to effect their strategy for maximum return. In addition, the company released proprietary data from a study it commissioned from Simmons regarding Hispanic media habits, showing the growing use of Spanish-language media, especially among young, bilingual, bicultural Hispanics.

“We are thrilled to be working with Nielsen to deliver this new fusion product, a groundbreaking measurement tool for advertisers and marketers to accurately and effectively target key consumers nationwide,” said Ceril Shagrin, executive vice president, Corporate Research Division, Univision Communications Inc.

David Lawenda, president of sales and marketing at Univision Communication Inc., commented: “With fusion metrics we have a powerful measurement tool to help marketers more accurately target their efforts to maximize their investment and deliver growth. And, we are able to prove the ROI of that investment.”

One of the issues facing advertisers today is optimizing the best mix of English and Spanish- language advertising to deliver the best ROI. Fusion enables advertisers to go beyond the traditional targets of age and sex and tackle the matter from a better perspective – the actual marketing target. For example, based on data in the Los Angeles market, Cola Brand X, whose strategy is to target heavy users, found that Spanish dominant Hispanics comprise 39 percent of their target. This insight could dramatically change their approach to reaching their target audience. Furthermore, fusion was able to show how to allocate their media dollars to maximize their reach.

“Nielsen Connect and Univision have developed a tool that brings marketers and video content providers to the intersection of advertising and product sales,” said Jon Mandel, chief executive officer, Nielsen Connect. “I am very excited that with our mutual commitment Univision and Nielsen will continue to move further away from using the mere proxies for consumers and viewers that have been used in the past to using real world measures of making the cash register ring.”

Univision has worked for nearly 20 years with leading research partners like Nielsen, Media Rating Council (MRC), Arbitron, and Forrester to ensure accountability to advertisers, viewers, distributors and partners by providing accurate and actionable data.

For example, a recent Simmons media habits study commissioned by Univision confirms increased Spanish-language media consumption by Hispanic youth. Among 16-24 year old Hispanics, key findings include:

· 78 percent watch Univision because it has their favorite show
· 71 percent say that ads in Spanish demonstrate respect for their language
· 56 percent say that ads in Spanish make them feel recognized
· 73 percent watch commercials on Spanish-language TV compared to 33 percent who watch commercials on English-language TV; 41 percent of non-Hispanic 16-24 year olds who watch English-language television watch the commercials

“On a daily basis we see a report card which proves that Univision is key in reaching young, bilingual, bicultural Hispanics,” said Maryam Banikarim, chief marketing officer, Univision Communications Inc. “Our consistently high ratings demonstrate that Univision is a vital connection to the Hispanic culture. Our viewers come to us for programming they can’t get anywhere else.”