Nielsen to drop Hispanic-only panels for local TV ratings

The change means that both English- and Hispanic-language local TV viewing will be measured through the same integrated sample. Nielsen said that its general market panels were representative enough of Hispanic households to measure their viewing accurately.

In a note to clients the firm said: “We believe using a single underlying currency sample that allows reporting of both general and Hispanic markets will afford additional convenience, ease of use and flexibility to all client constituencies, both buyers and sellers.”