Day One Sessions Discuss Marketing, Audience Measurement and Programming
By Multichannel News Staff -- Multichannel News, 9/28/2007 9:30:00 AM EDT
The fifth annual Hispanic Television Summit kicked off yesterday with the panel “New Options & Seamless Technologies to get Content to Viewers,” moderated by Luis Clemens, editor of the upcoming newsletter La Politica and former Multichannel News contributor. Clemens engaged a diverse audience of researchers and programmers in a talk about digital distribution, multicast and the upcoming digital transition.
The second panel of the afternoon saw a heated discussion between Nielsen senior VP of Hispanic Services Douglas Darfield and AIM-Tell-A-Vision CEO Robert Rose on the topic of measurement and ratings data. While Nielsen does not break out the Hispanic audience by country of origin, Rose is spearheading a campaign to include such criteria. Marketers, for their part, talked about the challenges of reading the current data available to understand and target the elusive bilingual, acculturated demo.
The last panel of the afternoon, “Programming that Draws the BIG Audiences,” featured a stellar cast, including Tom Many, senior VP of ad sales, at Fox Sports en Español; Traug Keller, senior VPof ESPN Deportes and ESPN Radio; Fernando Fernandez, partner and chief client officer for d exposito & partners; Denise M. Myers, marketing manager of new video services for Cox Communications; and Ramon Escobar, former Telemundo executive turned senior consultant at Sucherman Consulting Group. Speaking to an audience eager to know about the next “big programming break,” Escobar said “Novelas will continue to generate huge dollars, among the Spanish-dominant audiences, but as their children grow up, they are going to watch other things.”
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