Nielsen and William C. Velasquez Institute
Form Research Alliance to Improve TV Measurement of Latinos
Nationally Recognized Latino Researchers and Social Scientists to Partner with Nielsen to
Address 'Dynamic Changes' in TV Viewing Among Latinos Alliance underscores
Nielsen's Commitment to Excellence in TV Research
New York/Los Angeles, September 8, 2004 - Nielsen Media Research and the William C. Velasquez Institute (WCVI) announced today the formation of a major research alliance designed to significantly enhance Nielsen's ability to more successfully measure television viewing habits among Latinos in the United States. The agreement, the first of its kind in Nielsen's 54-year history of television ratings, establishes a hands-on research program in which an academic team of nationally recognized Latino social scientists will evaluate and make recommendations regarding all aspects of Nielsen's television audience measurement services.
The academic team's work - analyzing system designs, sampling, recruitment and training - will be coordinated through the joint effort of Nielsen Media Research and WCVI, the nationally recognized Hispanic policy and research organization. Founded in 1985, WCVI is the research and policy arm of the Southwest Voter Registration Education Project (SVREP). SVREP is the largest and oldest non-partisan Latino voter participation organization in the U.S.
The team of researchers includes Dr. Max Castro (Professor of Sociology, Florida Atlantic University, Boca Raton, Florida), Dr. Henry Flores (Dean of the Graduate School, St. Mary's University, San Antonio, Texas) and Andrew Hernandez (Professor of Leadership, St. Mary's University). Dr. Paul Lavrakas, Vice President of Methodological Research, will head this initiative for Nielsen
"We are delighted to begin what I am certain will be a longstanding, collaborative relationship with Nielsen Media Research," said Antonio Gonzalez, president of the WCVI and the SVREP. "The Willie C. Velasquez Institute will provide an avenue for the Latino community to work with Nielsen and help facilitate an enhanced understanding of the Latino community," he added. "Everyone in the television business has heard of Nielsen, but very few people in the Latino community know Nielsen. Our new relationship is going to change that."
Susan D. Whiting, President and CEO of Nielsen Media Research, added: "Nielsen Media Research looks forward to building on this new strategic relationship with the William C. Velasquez Institute as well as with the SVREP. I am also confident that our hands-on work with these highly respected researchers will greatly enhance Nielsen's ability to more accurately measure the television viewing behavior of a highly diverse and rapidly growing Latino community."
Dr. Henry Flores said: "This new, collaborative research and evaluation program, sponsored by Nielsen, and under the guidance of the WCVI, will lead to an even stronger television rating service, better equipped to measure the shifting demography of this dynamic and diverse country. Our research will lead to a better comprehension of television viewing patterns among Latinos. We look forward to working with Nielsen to address the dynamic changes of the market and to provide an objective, third-party evaluation of all aspects of the television ratings system. This is a huge benefit to Latinos."
"We have great respect for the quality of researchers at Nielsen, and we look forward to working with them," said Dr. Max Castro.
"Nielsen is taking positive steps toward ensuring that Hispanic television audiences are being accurately represented," added Andy Hernandez, professor of leadership at St. Mary's University.
Latino Academy Sponsorship
In addition to the research alliance, Nielsen Media Research will become a major sponsor of WCVI's Latino Academy, a training school for Latino elected officials, activists, candidates, policy analysts and opinion leaders. "Nielsen's sponsorship of WCVI's Latino Academy sets a good example of corporate philanthropy in the Latino community that needs to be emulated by others," said WCVI president Antonio Gonzalez.
About Nielsen Media Research:
Nielsen Media Research is the leading provider of television audience measurement and related services, worldwide. In the United States, Nielsen's National People Meter service provides audience estimates for all national program sources, including broadcast networks, cable networks, Spanish language networks, and national syndicators. Local ratings estimates are produced for television stations, regional cable networks, MSOs, cable interconnects, and Spanish language stations in each of the 210 television markets in the U.S., including electronic metered service in 56 markets. Nielsen Media Research is active in more than 40 countries worldwide, offering television and radio audience measurement, print readership and customized media research services. Nielsen Media Research also provides competitive advertising intelligence information through Nielsen Monitor-Plus both in the U.S. and in 30 markets worldwide. Through a network of affiliates, coverage is extended to more than 70 countries, representing 85% of the world's advertising spending. In addition, Nielsen collects Internet usage and advertising information through Nielsen//NetRatings. More information is available at: www.nielsenmedia.com.
Nielsen Media Research is part of the VNU Media Measurement & Information Group, a global leader in information services for the media and entertainment industries. The Group serves the information and marketing needs of the television and radio broadcasters, advertisers, agencies, media planners, music companies, publishers, motion-picture studios, distributors and exhibitors, and the Internet industry.
VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research), business information (Billboard, The Hollywood Reporter, Computing, Intermediair) and directory publishing (Golden Pages). VNU is active in more than 100 countries, with headquarters in Haarlem, The Netherlands and New York, USA. The company employs 38,000 people. Total revenues amounted to EUR 3.9 billion in 2003. VNU is listed on the Euronext Amsterdam (ASE: VNU) stock exchange. For more information, please visit the VNU website at www.vnu.com
About WCVI:
Chartered in 1985, is a nonpartisan, non-profit, Latino-oriented research and policy think tank with offices in San Antonio, Texas and Los Angeles, California. More information regarding WCVI is available online at www.wcvi.org.
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