Entravision Communications has signed a multi-year renewal agreement for Nielsen’s Local Television Measurement.
The company is the largest affiliate group of both the Univision and UniMás television networks. Nielsen will provide TV measurement services to all of its 56 televisions stations, the majority of which are located in 20 of the top 50 Hispanic markets.
Entravision will continue to have access to Nielsen’s market-leading Local TV measurement data and services, including ratings services, Nielsen Local TV View (NLTV) tools and qualitative measurement with Nielsen Scarborough. These services will provide local stations with more granular viewing data trends of their market as well as qualitative insights about the local consumer profile, including lifestyle choices, shopping preferences and media consumption.
Entravision’s Pulpo Media, a digital platform for US Hispanics, will leverage Nielsen Digital Ad Ratings (DAR) to provide advertisers with accredited metrics for millions of digital impressions. With DAR, Pulpo will be able to augment its own data-driven platform for advertisers.
“Audiences are consuming more content than ever before, whether through our television stations, radio stations, websites or social media,” said Jeffery Liberman, COO of Entravision. “Nielsen provides best-in-class services to help us market to all segments of our audiences, and allow our advertisers to reach sought-after consumers.”
“Entravision is a leader at embracing how consumers enjoy local content, whether in the home, on the go, or on new viewing platforms like smartphones and mobile devices,” added Jeff Wender, MD for Nielsen Local Media. “Nielsen is thrilled to renew our relationship with Entravision, providing the measurement and tools necessary to maximise commercial prospects across all platforms, and all audiences. We look forward to working now and into the future on ways to grow the insights and assets necessary to help them accelerate growth and capture incremental ad dollars.”
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