Univision and Nielsen Fuse Research Tools

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During last year’s upfront presentation, Univision Communications put its viewers at the forefront of its star-studded glitzy event in New York City. But in these recessionary times, a very different player is expected to take center stage when the network presents its 2008-2009 programming lineup May 14: research.

The nation’s largest Spanish-language network is expected to come to its presentation (May 14) armed with a series of powerful research tools, studies and data that promise to give advertisers a more accurate, cost-effective way to plan and execute their media buys for the U.S. Hispanic market.

As a sneak peek, Univision earlier this month unveiled the Fusion Project, a collaboration with Nielsen Media Research and Nielsen Homescan that melds the former’s TV viewing data with the latter’s purchasing information. Together, it should give marketers a better bang for their bucks.

“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,” said David Lawenda, Univision president of sales and marketing.

Put simply, the fusion metrics enable advertisers to go beyond the traditional targets of age and sex. In early testing, Nielsen worked with Univision to create a fused database in Los Angeles that integrated general-market and Hispanic product sales data from the Nielsen Homescan panel with TV viewing data from the Local People Meter panel.

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