Nielsen has announced that Univision has signed a multi-year agreement with Nielsen Audio for the national and local measurement of its radio stations.
The renewal covers all 58 of Univision’s owned and operated Uforia Audio Network stations in 15 key markets, which include the top 10 U.S. Hispanic markets and Puerto Rico.
Spanish-language radio plays an indispensable role in appealing to a significant portion of U.S. Hispanic consumers. This combined suite of services will allow Univision to demonstrate the strength of the Hispanic and Spanish-language radio consumer. The agreement includes all Univision portable people meter markets, continuous diary measurement markets (Fresno, California and Puerto Rico) and a two-book market in McAllen, Texas.
“The Hispanic population is a principal driver of economic growth in the U.S., and radio, which reaches 96% of adult Hispanics each week, is one of the best ways to engage this influential consumer,” said Jesus Lara, President of Radio at Univision.
“As the leading Hispanic media company in America with the largest Spanish-language radio network in the country, it’s paramount that we have access to the audio insights and the measurement tools available. Nielsen ratings continue to be the currency of our industry, providing the most comprehensive and representative measurement of the U.S. Hispanic population and we are looking forward to our renewed relationship.”
Brad Kelly, Managing Director for Nielsen Audio, added; “Univision’s Uforia Audio Network is a true industry leader and we are delighted to renew our long-term relationship.
“We look forward to continuing to provide the data and insights that will empower them with the information that they need to execute strategic business decisions as they continue to showcase their unique value proposition and tell a powerful story to advertisers. With our addition of Continuous Diary Measurement and Nielsen Media Impact, the Uforia Audio Network will now have the most actionable insights at their disposal that will position them on a level playing field with other forms of media.”
Last August, Nielsen announced the launch of Continuous Diary Measurement (CDM). CDM positions radio on a level playing field with other media such as digital and TV, and it helps clients react more quickly to marketplace changes. CDM also helps reduce “bounce” in the ratings with rolling samples designed to provide a more consistent and stable view of the market.
Last November, Nielsen announced that Nielsen Media Impact (NMI) expanded to include radio as a media type available within its leading national cross-media planning and optimisation solution.
Nielsen Media Impact is a cross-platform planning solution available at a local and national level that allows users to understand cross-media reach, frequency and duplication using advanced audience segments. This enables agencies, media owners and advertisers to reach their desired audiences with cost-effective media plans.