NEWS19 May 2011

Nielsen to drop Hispanic-only panels for local TV ratings

North America

US— Nielsen has told clients that it will start measuring all TV audiences through a single sample in November, scrapping its Hispanic Station Index panels in the process.

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.”