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Nielsen Media Research is adding Univision to its national ratings, a move that is expected to better measure the nation’s growing Latino audience, the LA Times reports. Executives at Los Angeles-based Univision anticipate that next week’s change will translate into tens of millions of dollars in additional ad sales.
Currently, Nielsen estimates the audiences for Spanish-language shows through a separate audience panel, which has led some advertisers to overlook Univision when deciding how to spend ad dollars, ad buyers say. The computer program that helps most media planners come up with their budgets for ad time doesn’t even include shows on Spanish-language networks.
According to the article, if Univision audiences had been measured along with its English-language rivals, Univision often would be the fifth-most popular network among viewers under age 50, behind CBS, ABC, NBC and Fox Broadcasting. Among the 18-to-34-year-old crowd, Univision frequently would finish second, behind Fox.
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