Nielsen Reaches Out To Latinos


In recognition of Hispanic Heritage Month, Nielsen Co. will be expanding its outreach to the Latino community in television markets throughout the United States.

With electronic Local People Meter technology deployed in the Top 13 media markets, Nielsen executives said the company is trying to communicate to Hispanic communities to explain who Nielsen is, and how the TV ratings service assures the most accurate measure of TV viewing behavior so that “every view counts.”

LPMs are advanced electronic devices that continuously record television viewing behavior in real time all year long. The meters, placed in sample homes, record who is watching what programs, and allows the measurement of various kinds of TV viewing activities, including broadcast and cable television, mobile video devices, digital video recorders, video on demand and video games.

“Nielsen places a high priority on educating communities on the importance of who we are, what we do and the importance of accurately measuring TV viewing behavior,”  Monica Gil, Nielsen’s vice president of community affairs and communications, said in a statement. “Hispanic Heritage Month is an excellent time to share this message among our friends in the Latino community.”

Over the remainder of the summer and fall 2007, Nielsen will sponsor and/or participate in a variety of Hispanic/Latino focused events, including the El Grito Celebración in Los Ángeles; Fiestas Patrias in Seattle; the Hispanic Chamber of Commerce Dinner in Seattle; the Latino Book Festival in Houston, Houston; and special performance of the Nielsen Telenovela on Oct. 11 at the Mexican National Museum of Art in Chicago.

In addition to local community involvement, Nielsen established a relationship with the nationally recognized Hispanic research and policy organization, the William C. Velasquez Institute. Their academic team of Latino social scientists is working with Nielsen to analyze all aspects of the Nielsen measurement system, including systems design, sampling, recruitment and field training for the country’s premier television ratings company. These samples are the foundation for the television estimates reported by Nielsen.

The U.S. Hispanic/Latino population has grown 19.4% in the last five years. Hispanic television households have increased by 4.4%, according to Nielsen, with Los Angeles as the number one market, followed by New York, Miami, Houston and Chicago, respectively.