Nielsen scoops Puerto Rico TV contract
PUERTO RICO— Nielsen has been awarded a contract to measure TV usage in Puerto Rico, and will deliver the first set of ratings in the first quarter of 2010.
The firm will recruit a panel of 500 homes which will have people meters installed on their sets. Nielsen said that these homes would be chosen using its random area probability sampling techniques to ensure that all demographics and regions are represented.
Targeted monetary incentives will be used to reach segments such as younger homes, which have historically proved hard to reach in Puerto Rico.
Victor Vazquez (pictured), who will lead the initiative, said: “Nielsen’s global expertise will provide advertisers with valuable insight into TV viewing behaviour on the island.”
The service was previously run by Mediafax, which held the contract since the 1980s, but clients welcomed the switch to Nielsen.
Larry Sands, president and general manager of WLII-TV, said: “Nielsen will be providing a better sample and more accurate representation of market viewing with the latest technology, which will help advertisers make more informed decisions.”