Nielsen Signs Univision to Multi-Year, Multi-Market Renewal

RADIO ONLINE | Sunday, April 19, 2020 | 1:37pm CT

Nielsen Audio

Nielsen has signed Univision to a multi-year agreement with Nielsen Audio. This renewal covers national and local measurement of all 58 of Univision's owned and operated Uforia Audio Network stations in 15 markets, which include the top 10 U.S. Hispanic markets and Puerto Rico. The agreement includes all Univision portable people meter markets, continuous diary measurement markets (Fresno, California and Puerto Rico) and a two-book market in McAllen, TX.

"The Hispanic population is a principal driver of economic growth in the U.S., and radio, which reaches 96% of adult Hispanics each week, is one of the best ways to engage this influential consumer," said Univision President of Radio Jesus Lara. "As the leading Hispanic media company in America with the largest Spanish-language radio network in the country, it's paramount that we have access to the audio insights and the measurement tools available. Nielsen ratings continue to be the currency of our industry, providing the most comprehensive and representative measurement of the U.S. Hispanic population and we are looking forward to our renewed relationship."

"Univision's Uforia Audio Network is a true industry leader and we are delighted to renew our long-term relationship," added Nielsen Audio Managing Director Brad Kelly. "We look forward to continuing to provide the data and insights that will empower them with the information that they need to execute strategic business decisions as they continue to showcase their unique value proposition and tell a powerful story to advertisers. With our addition of Continuous Diary Measurement and Nielsen Media Impact, the Uforia Audio Network will now have the most actionable insights at their disposal that will position them on a level playing field with other forms of media."

Last August, Nielsen announced the launch of Continuous Diary Measurement (CDM). The company says "CDM positions radio on a level playing field with other media such as digital and TV, and it helps clients react more quickly to marketplace changes." CDM also helps reduce "bounce" in the ratings with rolling samples designed to provide a more consistent and stable view of the market.

Additionally, last November, Nielsen announced that Nielsen Media Impact (NMI) expanded to include radio as a media type available within its national cross-media planning and optimization solution. Nielsen Media Impact is a cross-platform planning solution available at a local and national level that allows users to understand cross-media reach, frequency and duplication using advanced audience segments.