Hispanics Count at Nielsen


Nielsen Media Research is now offering a media-buying tool to analyze reach and frequency among Hispanics nationally and in 19 individual markets, officials said Monday.

The system was developed by Nielsen sister company IMS, which has more than 30 years of experience producing reach-and-frequency models for advertisers.

The new Hispanic system is based on separate reach-and-frequency models for each of the 19 markets measured by the Nielsen Hispanic Station Index, as well as a national Hispanic model.

With the new tool, media buyers will be able to see the differences in reach and frequency in a market for TV viewers who are Spanish-dominant, English-dominant or equally proficient in English and Spanish.

Those markets covered in this system are Albuquerque, N.M.; Austin, Dallas-Fort Worth, El Paso, Harlingen, Houston, San Antonio and Corpus Christi, Texas; Chicago; Denver; Fresno, Los Angeles, Sacramento, San Diego and San Francisco Calif.; Miami-Fort Lauderdale, Fla.; New York; and Phoenix and Tucson, Ariz.